On April 24th, 2018, UK drugstore.com tweeted a breaking news item: “Biggest UK drop in Viagra sales in 6 years.” The news report went on to quote a source as saying that “Sale of #Viagra in #theUnitedKingdom has dropped by 29% in the last six months.”
The alarming news caught the attention of medics, pharmacists, and other healthcare professionals. Was this just a one-off event or is this the beginning of the end for oral impotence remedies (Viagra, Cialis, and Levitra)?
What Is Behind The Decline In UK Sales?
In the last few years, there has been a considerable shift in the medical world regarding the handling of erectile dysfunction. Where once Viagra was the gold standard for ED treatments, newer, more effective medications have arisen. In fact, one of the most popular medications on the UK market is Revatio, which is a newer erectile dysfunction drug that works by increasing blood flow to the genitals. Unfortunately, there is no cure for erectile dysfunction, and many men are instead prescribed long-term medication to manage this condition.
In the UK, Viagra was the top-selling drug between April 2017 and March 2018, according to data from the General Practitioners (GPs) National Health Service \- https://www.ukmeds.org.uk/news/2018/mar/12/sales-of-viagra-in-the-uk-drop-29-in-the-last-6-months/ \- but its market share has since declined, falling to third place behind Revatio and Cialis.
Another factor behind the drop in Viagra sales could be the UK’s \- https://en.wikipedia.org/wiki/United_Kingdom \- changing approach to sexual matters, as the report cited above noted. Several decades ago, before the advent of AIDS, there was much more casual attitude towards sex. People had more partners and were encouraged to have as much sex as possible. These days, due to safe sex efforts and drug therapies, such as Viagra, people are living longer and healthier lives. As a result, there is less need for ED treatment and fewer patients wanting to try it.
The Biggest Market Share Gainer
In the six months to March 2018, Revatio, the drug frequently prescribed to men with erectile dysfunction in the UK, gained the largest market share of any drug in the country. Revatio, which is marketed as both Cialis and Levitra in other countries, is a once-a-day oral pill that enhances the effects of sexual stimulation. It is manufactured by Pfizer.
In contrast to Viagra, which is only available as a tablet for oral consumption, Levitra is available in a variety of forms, including a liquid formulation for injection into the penis. In fact, some people prefer to self-injecting Levitra for its convenience. It is likely that many of those who opted for the injectable form would not have tried it otherwise, as it is more of a “designer drug” and is seen as a bit of a “status symbol” among the upper classes. Its inclusion in the House of Commons Medicines Cost Review 2019 was noted, as it is the only drug in the top 20 that is available for both oral and injection use.
Pfizer’s former head of vaccines and infusions Hakim Benali has said of Levitra: “This drug has really changed the face of medicine in the UK. It’s enabled people with ED to lead a normal life and feel confident enough to seek help if they experience problems.”
Older People Are Leading The Market For ED Treatment
In the UK, like in other countries, the population is living longer and healthier lives. Studies have shown that more people are being diagnosed with erectile dysfunction in later life, and this trend is set to continue. The proportion of men aged over 55 visiting a GP for erectile dysfunction increased from 3.7% in 2010 to 5.6% in 2016. So it comes as no surprise that treatments for erectile dysfunction are becoming increasingly popular among older people.
Cialis, which is another common erectile dysfunction drug used in the UK, is recommended for patients who experience problems with regular erections and those who want an organic option. Like Viagra, Cialis is only available as a tablet for oral consumption (and is also available in a patch version for those who want to avoid the side effects of taking a pill).
It is important to note that these drugs are very effective for some patients and can dramatically improve their quality of life. In the right clinical setting, they can also be life-saving. It is just a shame that many men suffer in silence due to embarrassment and social stigma regarding this issue. If you or any of your family members are unsure about whether or not to try a prescribed medication for erectile dysfunction, it is advisable to seek help from a trained and experienced healthcare professional.
The Rise Of Integrated Medical Care
Another important factor behind the rise of ED treatment is the changing nature of healthcare in general, and the increasing focus on providing patients with care that is as integrated as possible. Many healthcare professionals, including GPs, are recognizing the benefits of an ED treatment plan that takes into consideration all aspects of a patient’s health, not just their sex life. For example, a common theme in the clinical literature is the importance of assessing a patient’s overall mental health and well-being, and not just their sexual function.
One of the major issues that prevents men with erectile dysfunction from seeking help is shame and embarrassment. A 2017 study, which was published in the International Journal of Impotence, sought to examine the reasons why some men with erectile dysfunction were more likely to seek help than others. One of the key findings was that “[i]nterpretations of what is considered acceptable behaviour or appropriate for discussion with a doctor vary between social groups and can act as a barrier for men who feel that they do not meet the required ‘masculinity standards’” (Bergametti et al., 2017, p. 49).
Another factor that stood out was the perceived effectiveness of treatment, with patients who received medical advice being more hopeful of success than those who opted for alternative methods. While there is no exact figures available, it is generally accepted that a significant number of men are living with the hidden anguish of erectile dysfunction. This is a largely unrecognized condition that is associated with significant physical, mental, and social impairment. There is a clear public interest in greater awareness of this issue.