Just two weeks after news of Viagra’s unexpected side effects broke, the drugmaker repurchased the approved drug’s orange ribbon symbol. But the drug’s blue-green alternative had already become a best-seller. Why? As it turns out, many men were already taking advantage of its innovative properties, and they weren’t afraid to admit it. Here’s a breakdown of Viagra’s explosive popularity.
The Rise Of The Penis Pump
Since 1953, when the FDA approved sildenafil (Viagra’s primary ingredient), medical science has developed alternative treatments for erectile dysfunction (ED). In the late 2000s, a new medication called the Penis Pump made its debut in the United Kingdom. It quickly became a popular male sexual health product because, as the name suggests, it allows men to prolong their erection by applying positive pressure (pumping) to the penis. This was an improvement over prior medications, which were either ineffective or had unpleasant side effects.
The penis pump was originally devised with the help of an animal psychologist named Roger Sawaya. Dr. Sawaya had been studying how to improve his love life, and in order to do so, he put himself in the position of a dog. Specifically, he would place himself in a dog-grooming shop, where he would model various ways that his canine friends could be groomed. One of the products that Dr. Sawaya tested was a penis pump, and it worked like a charm. So much so that the product was instantly dubbed ‘Sawyer’.
Because the surgery is very invasive, most men are understandably hesitant to try it. However, thanks to the success of the penile pump, there has been a resurgence in the surgical procedure known as plasmakinase therapy. This is a procedure that was once reserved for use only in hospitals, but thanks to improved technology and lower costs, it is becoming more commonplace in everyday practice. In addition to surgery, men suffering from ED may choose between oral medications, such as Viagra and its competitors, or injectables, such as Pfizer’s (makers of Viagra) Alprostadil or Staxyn. While these are all effective, they are not without their drawbacks. Oral medications may cause jaw discomfort and headaches, and injectables, particularly long-term use, can lead to liver toxicity.
What Is Viagra’s Secret Sauce?
In February 2011, the New York Times Magazine listed Viagra among the “Top 100 Products of All Time.” It wasn’t the drug’s initial popularity that spurred the list, but rather its ability to reinvent the industry.
“What else could you give a man with heart disease that would be safer than Viagra?” Richard Quest, the magazine’s editor, asks in an interview with the NYT. “It opened up whole new areas for drug companies to explore. Before Viagra, men with heart disease would have considered themselves cursed.”
Quest wasn’t the only one impressed by Viagra’s effect on the pharmaceutical industry. In a 2010 interview, Viagra’s co-creator, Michael Park, described how the drug changed the industry:
“It was a turning point in my career,” he said. “Prior to Viagra, the focus had been on preventing heart disease in men. But once it became clear that Viagra was effective in expanding the opportunities for treating ED, the conversation turned to what other drugs could be improved upon to help men with ED.”
Side Effects And Allure Of ‘The Little White Pill’
In March 2010, the U.S. Food and Drug Administration (FDA) warned of the drug’s potential side effects, particularly in older men. Specifically, the agency stated that there had been reports of “[b]reakdowns in blood pressure, heart rhythm disorders, and even death in some cases”. The side effects were a result of sildenafil interacting with another drug known as nitroglycerin, which is used to treat heart ailments. However, the FDA had already approved the combination of the two for treating ED, so the warning was somewhat cryptic.
The side effects issue may have hurt Viagra in the beginning, as it was the target of much media attention and public scrutiny. Inevitably, there were bound to be some dissatisfied customers. In fact, according to a 2010 Ernst & Young survey, 62% of respondents said that they had delayed or avoided a medical or pharmacy-related purchase because of the medication’s side effects. Nonetheless, the side effects issue may have actually helped the drug in the long run. As Richard Quest points out in the New York Times, the side effects announcement may have “seem[ed] rather draconian” at the time, but it ultimately turned out to be a blessing in disguise.
The FDA’s warning led to a temporary decline in sales for Viagra, whose share price dropped by 6% on March 10, 2010. However, as noted by Business Insider, the drug’s shares soon regained their value and, as of December 31, 2017, were valued at $22.76 per share.
The Future Of ED Treatments
Viagra is just one of several ED treatments on the market, and it’s a prime example of how pharmaceuticals are now playing a crucial role in helping men with ED. For many years, doctors have been prescribing medications like sildenafil to help with erectile function issues, but as more men are discovering the wonders of the internet, they are researching potential cures and treatments much more effectively.
In the United Kingdom, there’s been a 300% increase in searches related to ED treatments as of late 2017. And in the United States, searches related to “erectile dysfunction” grew by 41% between 2016 and 2017.
What’s more, social media is playing an integral role in the alternative medicine movement, particularly regarding ED. In fact, a 2017 survey found that 83% of men had researched potential treatments for ED on the internet, while 79% had read about the topic on social media.
The traditional drugstore remedies, such as nitroglycerin and papaverine, have been around for some time, and while they still have their place, there’s no denying the influence of modern medicine.