The following blog post was written by Mark Ling, CEO of Thrive Market.
I recently had the opportunity to speak at a Viagra conference in San Francisco about the evolving role of social media in marketing.
What is Viagra?
Viagra is the most famous of the “big three” — Cialis®, Levitra® and Viagra® — and has been around for more than 50 years. It is a medication that treats erectile dysfunction (ED) and is available in a variety of forms, including tablets, capsules and topical gels. In the U.S., Viagra is widely used as an antidote for low blood pressure, known as “low blood pressure medication.” It is also the top-selling drug in the world. In 2018, it was reportedly purchased for as much as $25,000 a year per patient.
Because of its fame and success, we at Thrive Market thought it would be interesting to take a deeper dive into Viagra and its place in modern medicine.
The Evolution of ED Treatment
ED is a very common condition, affecting roughly 18 million men in the United States and 100 million worldwide. The World Health Organization (WHO) ranks ED as the most frequent sexual disorder, affecting 40% of men globally. In the U.S., it is estimated that more than 300 million hours are spent per year on the matter, and more than 50% of men visit a doctor at least once a year due to ED symptoms.
According to the American College of Physicians, ED is classified into four categories:
- Hypertension (high blood pressure)
- Diabetes
- Dyslipidemia (abnormal levels of lipids, or fats, in the blood)
- Heart disease
If you or a loved one is suffering from ED, you may be wondering which condition to focus on first. The answer is: it depends. If you’re experiencing headaches, joint pain or vision issues, you may have hypertension to blame. If you’re experiencing rapid weight gain or loss, diabetes may be the culprit. And if you’re wondering why your sex life isn’t what it used to be, you may have dyslipidemia or heart disease to thank. In some situations, all three may be contributing factors.
Since its introduction, Viagra has been used to treat ED and is still considered by many doctors to be the gold standard against which other treatments are compared. Its introduction in the U.S. in the early 1960s was followed by a surge in the popularity of sexual supplements, therapies and medications. Currently, there are more than 150 prescription medications and devices approved by the U.S. Food and Drug Administration (FDA) to treat ED. And that’s just in the U.S.
How Viagra Changed Medicine
While many medications are available to treat ED, Viagra was able to quickly penetrate the market due to several factors, including but not limited to:
- its effectiveness as an ED treatment
- its ease of use
- the advent of new technologies, such as smartphones and online research
- its fame
In order to make a successful treatment for ED, medications must meet a number of strict requirements. They must be effective in treating the condition, and they must be able to deliver the desired effects in sufficient quantity while exhibiting minimal side effects. In regards to effectiveness, it’s important to note that a medication that treats ED should not be confused with an impotent pill or a rape drug. In fact, many men with ED have proven to be highly effective with respect to sexual functioning, exhibiting scores that are near or far better than those of the average person.
With respect to ease of use, most men with ED have reported that taking Viagra has been a pleasant and convenient experience. It’s also important to note that many men with ED have found that it is sometimes necessary to gradually increase their dose before noticing any effects. Finally, the role of technology in the discovery and introduction of new medications is quickly expanding, as several new treatments for ED have already been approved and are currently available. But it’s not just limited to new medications. Many existing treatments that were previously considered “peripheral” are now being used more frequently in conjunction with other therapies and medications, due to their effectiveness in combination. It’s an exciting time to be a healthcare provider, as more and more patients are now able to enjoy improved sexual health and well-being.
Challenges & Opportunities For Pharmacies
Due to its widespread use as a medical treatment and its effectiveness in treating ED, it’s not surprising that many pharmacists and pharmacies have taken an interest in Viagra. And with good reason. As mentioned above, there are a number of challenges and opportunities for pharmacies when it comes to selling and distributing Viagra. Here are just a few: