Cialis, a new “quality of life” drug developed through a joint venture between ICOS, a young biotech startup, and pharmaceutical giant Eli Lilly promises to treat erectile dysfunction (ED) for up to 36 hours. In launching this new drug, Cialis’ sales and marketing team knew they faced fierce competition from industry leader Pfizer with its ED drug Viagra, as well as German pharmaceutical giant Bayer with its upcoming ED drug Levitra. Prior to 1998, ED was a little known and discussed condition affecting approximately 150 million men worldwide, but Pfizer’s development of Viagra transformed the way people think about ED, becoming an overnight cultural phenomenon and one of the most recognized drug brands in the world. Given Viagra’s strong market position and fact that ED medicine is a “quality of life” drug, differentiating and correctly marketing Cialis to both physicians and patients is crucial to the launch and future success of the drug. The underlying problem currently faced by Cialis’ sales and marketing team
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This note was uploaded on 01/20/2009 for the course AEM 4420 taught by Professor Christy,r. during the Fall '06 term at Cornell.