Cialis

The three broad areas to target would be the Viagra user, Viagra dropouts and those that have never used Viagra. These segments could be further broken out by Attribute Importance as detailed in Exhibit 10 of the case study. Initially, I believe Cialis should target the Viagra dropouts. It is stated in the case that there are 6-7 million dropouts compared to the 3 million current Viagra users. Also, in the study conducted by Bayer, 76% of ED patients said that they would be interested in new treatment. This is a large target market that is interested and wanting a new product. Futher analysis provided by Lily also showed a high willingness among ED patients. If you factor in the 46% of dropouts who said that they had a high intent on taking Viagra in the future, you could target them to switch to Cialis.

2. Viagra has the highest brand recognition of any pharmaceutical drug in the world. Viagra is the leader generating $1 billion in sales annually for three consecutive years. Viagra created a cultural phenomenon with celebrity spokesman in TV commercials and ads. By using Bob Dole and Mark Martin, the product hit many people who suffer from ED. To me, the Viagra brand is an accepted medication. While people joke about it, it is widely known and accepted. Being a 28 year old female, I am familiar with the name and the treatment. Viagra has brought an issue to everyone's attention and made it ok to seek treatment. While humor has played a big role, it is now accepted.

3. Cialis needs to be positioned to show how it is different than Viagra. Both patients and doctors were concerned with the effects of Viagra. Cialis requires a lower dosage, has a 30 min onset, has rare visual irregularities and maintains its effectiveness for extended period of time Ð'- up to 36 hours. Cialis needs to focus on the duration and onset aspects of their product. Of the Viagra dropouts in the US, duration was of highest importance. France and Spain also followed in this attribute among dropouts. Onset was also first or second in importance in three out of the six countries. (Where they were not first or second, the attribute of safety with nitrates was listed. Since this is the same for both Viagra and Cialis, this should not be focused on.) In studies with partners, it was determined that partners do not like the lack of spontaneity with using Viagra. Their partner must ask if they should take the pill and typically can't initiate sex. By focusing Cialis on the quick onset and long duration, spontaneity would be brought back to relationships pleasing both the patient and the partner.

4. Cialis needs to market to the physician, patient and the partner in different manners.

To the physician, Cialis needs to get a strong sales force to inform the physicians of the efficacy and safety of using Cialis. (These attributes were of 70% importance to the physicians). While physicians do not feel duration is important, I do feel the sales force should help the physician understand that this is of significant importance to the patient. The physician may then realize that Cialis not only satisfies them, it also satisfies their patient's needs. Studies showed that PCP's were uncomfortable speaking of the condition with their patients and that 90% of patients currently using Viagra initiated it on their own. Therefore, information brochures and posters should be put in doctors offices to further initiate the patient to speak with the DR.

To the patient, Cialis needs to be marketed through TV and print ads. Viagra is a strong competitor