Erectile Dysfunction of CIALIS marketing strategy by Eli Lily
Backgrounder
Erectile Dysfunction (ED) market had been known to be dominated by Viagra, launched by pharma major, Pfizer. In 2003 when Eli Lilly came out with its drug for ED, named Cialis, it had a tremendous challenge ahead to overcome – to make its mark in a market that knew nothing except Viagra. Both the drugs being prescription-only, making health practitioners prescribe Cialis was also a big test for Lilly. Doctors had reservations about Cialis because as compared to Viagra, Cialis was known to have a longer half-life, with its effects lasting up to 36 hours. That meant the medicine stayed that much longer in the system, not something that doctors were comfortable with.
Insight
The longer half-life for Cialis meant it stayed relevant for a longer time giving more flexibility to the couple to choose when they want to get intimate, and not succumb to time-bound pressure. The brand turned this very product trait, so far considered as a disadvantage, into its USP.
Execution
Through a series of print ads, Cialis showed how its product gave the freedom to choose their time of intimacy to a couple. Lilly also started the ‘The Cialis Promise’ program, a first-of-its-kind in the Erectile Dysfunction line of treatment. The program offered a free trial of Cialis to men suffering from ED. If they liked the product, Lilly paid for another free Cialis sample for them. However, if they didn’t like it, Lilly offered to pay for the prescription drug for ED of their choice.
Impact
Cialis is the second-biggest name in the Erectile Dysfunction treatment drug market now, after Viagra. Months after its launch, it took as much as 40% market share in some countries. Data published in the journal European Urology supports the success of Cialis in the USA, showing that 73% of men preferred the drug to Viagra for treatment of their ED after receiving treatment with both products.
Key takeaway
Look closely at the so-called perceived disadvantages of your product. Your eureka moment may just be sitting there.
