The Viagra commercial makes it seem like an ordinary day at the office for Jeff, a stockbroker, when he gets a call from a pharmaceutical rep with a new drug that could change his life – Viagra. Upon hearing about the possible side effects, he hangs up; but not before being convinced to try it – at least for a while. Moments later, we see Jeff getting out of his car and walking to the office – where he is met by a happy, beaming doctor.
The ad follows the same formula: a slick, smooth voiceover backed up by the glitzy, flashy digital effects that have become practically mandatory in pharmaceutical ads.
Where History and Science Mix
The name “Viagra” is probably synonymous with sex at this point, which isn’t entirely inaccurate. Back in the 1950s, when the drug first arrived, physicians prescribed it to treat “impotence” (a commonly used term back then), also known as erectile dysfunction. The main ingredient in Viagra is Sildenafil, which literally means “I’ll die for (or on) alcohol” in German. In the 1950s, alcohol was more widely accepted as a treatment for ED than Viagra is today. It may seem surprising that a drug designed to treat erectile dysfunction would become so much more popular than the condition itself, but that’s what happened. Today, Viagra is the second most popular drug in the United States, only behind its competitor Cialis. It’s also one of the best-selling drugs of all time. So much for that “ordinary day” at the office!
Boosting Earnings
Even though Viagra was originally approved for use in the United States in 1998, it wasn’t until 2001 that its profitability in the marketplace was truly felt. Prior to that point, the drug was virtually unknown to consumers, and thus largely unaffected by the vicissitudes of the economy. This is because it was originally designed to be used as a needed prescription medication during sexual encounters, and only later did the manufacturers realize its potential as a consumer product. In fact, it wasn’t until 2002 that Pfizer, the drug’s original manufacturer, started seeing significant sales figures.
Once Pfizer started getting behind it, the rest of the market quickly followed. In 2010, Viagra was the best-selling drug in the world, garnering $14 billion in sales. In 2011, that figure rose to $15.8 billion, and in 2012 it reached $16.7 billion. That’s a lot of medicine – for a condition that didn’t even exist in the first place!
These days, it seems that everyone is looking for ways to improve their sex life, including those who have tried and tested Viagra and Cialis. As a result, the search for a similar drug that’s both effective and affordable continues, and new players are constantly jostling for a piece of the lucrative market. A new drug called Revatio is set to hit the market next year, and some have even begun campaigning for a generic version of Viagra. If history is any indication, there’s sure to be a new “ordinary” day at the office for Jeff in the not-so-distant future!