Cialis Case Essay

9164 Words Jun 7th, 2011 37 Pages
HARVARD

BUSINESS

SCHOOL

9-505-038
REV: JUl Y 2 8. 201 0

ElIE OFEK

Product Team Cialis: Getting Ready to Market
It was early 2002, and Mark Barbato, the executive director and global product team leader for Cialis, knew he faced a daunting task: launching a medicine for the treatment of male impotence in a market with an established leader-Viagra. 1 Not only had Viagra been generating over $1 billion in sales annually for its parent company Pfizer for three consecutive years, but it also enjoyed the highest brand recognition of any other pharmaceutical drug in the world.

Despite the huge success of Viagra, Barbato and his team were very optimistic about the future prospects for Ciatis (active ingredient is tadalafii).
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Furthermore, the National Institutes of Health estimates that as many as 50% of all men between the ages of 40 and 70 experience some form of E04 Viagra (active ingredient is sildenafil citrate) temporarily inhibits the phosphodiesterase type 5 (FOES) enzyme that normally interferes with the increased blood-flow process necessary for attaining an erection. Viagra is a prescription medication, in the form of 25, 50, and 100mg tablets, that can be taken up to once daily. It has a 30-minute to one-hour onset time (time from taking the pill until it becomes effective) and requires sexual stimulation for it to produce an erection. Viagra's half-life was three to five hours.s Pfizer studies indicated that Viagra improves erection in approximately 80% of men who suffer from ED. Viagra is not safe to take with nitrates used to treat certain heart conditions and has a list of common side effects. These include facial flushing, headaches, indigestion, and blue­ tinted vision. In the United States, Viagra costs around $10 per pill at retail (when no coverage from health insurance is provided) 6

Viagra's Launch
Viagra had a notably successful launch. A total of 600,000 prescriptions were filled in the first month (April 1998), and its brand name immediately became the common noun for the symptom it said it would treat-erectile dysfunction ? Its recognition far transcended the circles of ED patients. It quickly mushroomed

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