Press release.......
VIVUS Announces Launch of First-Ever Impotence Print
& Broadcast Consumer Ad Campaign
- VIVUS Launching Direct-to-Consumer Advertising Campaign for its
MUSE Treatment -
MOUNTAIN VIEW, Calif., Jan. 26 /PRNewswire/ -- VIVUS, Inc. (Nasdaq: VVUS - news)
announced today the official launch of a major direct-to-consumer advertising campaign to support
the marketing of its erectile dysfunction treatment, MUSE(R) (alprostadil). The advertising
campaign, which includes a series of print ads and the first-ever television ad for an impotence
treatment product, is narrated by actor Ed Asner.
The campaign, created by San Francisco-based advertising agency Hoffman/Lewis, focuses on
educating the public about the treatable nature of impotence, which affects an estimated 20 million
men in America. The ads, which present information on MUSE, a novel, non-invasive treatment
option, encourage consumers to talk with their physicians. Individuals are encouraged to call the
toll-free number, 888-367-MUSE for product information or see the Web site at www.vivus.com.
''We found in our focus group research that consumers responded well to these
educationally-focused ads,'' said Julian Gangolli, Vice President of Sales and Marketing at VIVUS.
''Our main challenge with the ad campaign is to debunk the myth that impotence is a psychological
condition. In fact, research has shown that as much as 90% of impotence is due to physical causes
such as diabetes, vascular diseases, pelvic and vascular surgery and hypertension.''
James H. Barada, M.D., advisory board member of the American Urological Association, finds that
most of his patients are reluctant to talk about impotence and are misinformed about its causes. ''As
a physician who treats impotence, our main challenge is educating people on the causes and
treatments for impotence,'' he said.
The print and television ads use eye-catching text only, with Asner providing the voice-over for the
broadcast ad. ''Attention impotent men ... all 20 million of you,'' the voice-over begins. ''Impotence
is usually a physical problem, not a mental one. And for many men it can be treated with MUSE.
Call 1-888-367-MUSE. And see your doctor ... then buy some flowers.''
The thirty second commercial kicks off during the AT&T Pebble Beach National Pro-Am on CBS
January 31 and will run nationally on CBS, ABC and CNN. The ad will be included in such
programming as: ''The Evening News with Dan Rather,'' ''60 Minutes,'' ''Chicago Hope,'' ''20/20''
and ''Prime Time Live.''
National print ads will be placed beginning January 29. Publications targeted for the ads include: US
News & World Report, Newsweek, Time, Prevention, Readers Digest, New Choices, Diabetes
Forecast, Diabetes Self- Management, New York Times, San Francisco Chronicle and the New
York and California editions of the Wall Street Journal.
''Less than 10 percent of men who suffer from impotence seek treatment,'' Gangolli said. ''We
hope this effort will let individuals know that they are not alone, that impotence can be easily treated
and will encourage men with a problem to come forward and see a physician about treatments such
as MUSE.''
Prior to the direct-to-consumer ad campaign launch, VIVUS has made a significant investment in
educating over 300,O00 physicians about MUSE. ''Since our ads are designed to encourage
patients to see physicians, it only makes sense to educate physicians first,'' said Gangolli.
MUSE (alprostadil) is a pre-filled, single-use, plastic applicator containing a micro-suppository of
the drug alprostadil, a medication that increases penile blood flow. The stem of the applicator is
inserted approximately one inch into the urethra where the medication is released. MUSE
(alprostadil), which is based on the discovery that certain medications can be absorbed by the
urethra and transported into the surrounding erectile tissues, is a departure from existing therapies
for erectile dysfunction.
VIVUS launched its erectile dysfunction treatment, MUSE(R) (alprostadil), in January 1997. To
date, more than 475,000 patients have used MUSE(R) (alprostadil), making it the number one
prescribed treatment for erectile dysfunction by urologists in the U.S.
Since the introduction of MUSE(R) (alprostadil) to the U.S. marketplace, it is estimated that the
number of men seeing their physicians for the treatment of erectile dysfunction has increased by 36
percent based on numbers of prescriptions written for erectile dysfunction treatment.
Founded in 1991, VIVUS, Inc. is a leader in the development of therapeutic systems for the
treatment of erectile dysfunction. VIVUS has pioneered a novel therapy for erectile dysfunction
known as the transurethral system for erection. This therapy consists of a proprietary, non-invasive,
drug delivery system that delivers pharmacologic agents via the urethra.
SOURCE: VIVUS, Inc. |
