You walk into a retail drugstore and pick up a copy of Fitness magazine. You turn to the advice column and read the question: ‘My husband complains that my new year’s resolution is too much work – what should I do?’. You’re not supposed to be reading the magazine; you’re there to buy Viagra.
The magazine’s advice column answers with a list of the ‘must-have’ products for busy New Years. At number four on the list is Cialis, a newly approved treatment for erectile dysfunction. The article suggests that a man suffering from low sexual desire due to health reasons might benefit from Cialis. You know exactly what drugstore magazine you’ll be going back to buy.
You make the same trip twice more in the next month, each time buying a different ED medication (erectile dysfunction drug): Viagra (sildenafil citrate) on your first visit, and on your second visit Cialis (tadalafil).
This scenario is playing out daily across the country. According to the American Association of Advertising Agencies (4A’s), the pharmaceutical industry saw annual retail sales of branded medications rise by 6% year-over-year, to $161 billion (approximately), in 2016 (4A’s, n.d.).Branded Medications Are On The RiseWhether or not you need medicine to maintain a healthy sex life, the demand for branded ED medications and other ‘wonder drugs’ is soaring. Why? People are living longer – the average American is now expected to live to age 89 – and as a result are seeking ways to maintain a vigorous lifestyle as long as possible. Thus, the appeal of these medications – they help men have better sex lives and thus enjoy life more. In a nutshell, the drugs help men “fulfill their masculinity” (Reisch & Krause, 2016).
In the coming months and years, the demand for these medications is projected to rise, fueled in part by the expanding acceptance of ‘millenial’ cultures and generations. According to the 2017 Future of Sexuality Report by the UK’s Future Sex Group, millennials (ages 24-34) are more likely to report having problems with desire than any other generation. One in four millennials would consider trying a pharmaceutical product to help them overcome their low sexual desire – a six-point increase from 2016 to 2025 (Future Sex Group, n.d.).
The report also notes that more and more millennials are turning to the ‘harm reduction’ approach to sexual health, defined as “a sexual health strategy that prioritizes the reduction of risks rather than the eradication of disease” (Dana, 2017). That is, while many young people may still believe that there is such a thing as a perfect condom or a ‘natural’ birth control pill, research shows that risky sexual behavior is on the rise (Centers for Disease Control and Prevention (CDC), n.d.).
Why Is The Demand For These Medications Rising?
There are a number of reasons why the demand for these medications is rising. First, as noted, people are living longer and thus have more opportunity to experience poor sexual performance. Second, as a result of the opioid epidemic, pain management is no longer seen as the ‘man’s’ domain. Third, mental health disorders are on the rise and many people are seeking ways to improve their libido and/or treat their underlying conditions. And, finally, the rise of the ‘millenial’ culture is driving the trend.
Super Active: The Best-Selling Viagra And Cialis
Let’s now step back in time to the early 1990s when the ‘Viagra generation’ – men born between 1946 and 1964 – was in their prime. Back then, Viagra was a life-changing drug for millions of men who suffered from erectile dysfunction due to diabetes, heart disease or hypertension. It was also marketed as a cure for the midlife crisis. The drug was so ground-breaking, in fact, that it launched a new era of medication for sexual dysfunction.
The drug’s popularity was such that between 2012 and 2016, annual sales were projected to hit $25 billion in the United States alone (Pharmacyclics, 2017). Worldwide, annual sales are now thought to reach nearly $27 billion (Pharmacyclics, n.d.).
In the years since Viagra, pharmacists have created a wealth of alternatives – both O.T. and prescription-only versions – designed to help men with erectile dysfunction. Some of the more popularly prescribed medications include Cialis (Tadalafil), Levitra (Sildenafil) and Avodart (Avoderm).
Each of these drugs is designed to help men with erectile dysfunction achieve an ‘erect’ state. In the coming months and years, the appeal of these medications is expected to rise, as more and more men seek ways to enjoy life to the fullest. So while we can’t say for sure that pharmaceuticals will play a role in the future of sexual health, for now, these medications can be seen as the ‘super-active’ of the 21st century.