Viagra
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Questions and Answers

What were the two main challenges faced by Pfizer during the development of Viagra?

Project evaluation considerations and product launch considerations.

How did Viagra transform Pfizer as a company?

Viagra's success transformed Pfizer from a medium-sized pharmaceutical firm into the world's leader in the industry.

What was the initial purpose of the drug that led to the discovery of Viagra?

It was initially tested as an angina medication.

What role did media hype play in Viagra's product launch?

<p>Media hype generated significant attention and marketing for the product.</p> Signup and view all the answers

Describe how the perception of Viagra shifted during clinical trials.

<p>Viagra was initially considered interesting but not clinically or financially significant.</p> Signup and view all the answers

What is a common myth associated with the inception of Viagra?

<p>A common myth is that Viagra's success was solely due to luck.</p> Signup and view all the answers

When was Viagra launched in the US, and what was its immediate financial impact?

<p>Viagra was launched in April 1998, generating $100 million in revenue in the first month.</p> Signup and view all the answers

Why was it difficult for advertisers to market Viagra?

<p>Impotence is an unpopular topic, making it challenging to reach potential consumers without alienating them.</p> Signup and view all the answers

What major uncertainties did Pfizer face regarding the market for Viagra?

<p>Pfizer faced uncertainties about the size of the market, potential growth, existing customer base, and the investment versus likely return.</p> Signup and view all the answers

Why was a marketing plan considered vital for the success of Viagra?

<p>A marketing plan was essential to educate the public about impotence and to encourage men to seek prescriptions from their doctors.</p> Signup and view all the answers

What challenges did Pfizer anticipate in promoting Viagra through traditional media?

<p>Pfizer anticipated challenges in promoting Viagra on television, as discussing impotence in a conservative society was seen as inappropriate.</p> Signup and view all the answers

How did societal attitudes in the mid-1990s impact Viagra's marketing strategies?

<p>Societal attitudes made it difficult to discuss impotence openly, requiring marketing strategies to be educational rather than overtly promotional.</p> Signup and view all the answers

In terms of business objectives, why was the potential market for Viagra questioned?

<p>The potential market was questioned because Pfizer needed to ensure it was sufficient to justify the investment and aligned with their business goals.</p> Signup and view all the answers

What role did education play in Pfizer's marketing approach for Viagra?

<p>Education was key in Pfizer's marketing strategy, as it aimed to raise awareness and reduce stigma surrounding erectile dysfunction.</p> Signup and view all the answers

Discuss the risk associated with developing the market for Viagra, as identified by Pfizer.

<p>The risk involved was whether the product would sell and how to effectively reach a market hesitant to discuss sexual health openly.</p> Signup and view all the answers

What was the significance of a prescription requirement for Viagra?

<p>The prescription requirement indicated that Viagra could not be casually purchased; men needed to consult a doctor, complicating its market entry.</p> Signup and view all the answers

What initial condition was Sildenafil intended to treat before being redirected to erectile dysfunction?

<p>Angina.</p> Signup and view all the answers

What unexpected side effect did volunteers report during the initial trials of Sildenafil?

<p>More frequent erections.</p> Signup and view all the answers

In what year did Viagra receive its license for use in treating erectile dysfunction?

<ol start="1998"> <li></li> </ol> Signup and view all the answers

What type of clinical trials were conducted to test the effectiveness of Viagra?

<p>Double-blind, placebo-controlled trials.</p> Signup and view all the answers

Why was the market for a drug treating erectile dysfunction initially unclear?

<p>Only 1 in 20 million men were reported as suffering from erectile dysfunction.</p> Signup and view all the answers

What was the code name for the most promising compound synthesized during the development of Viagra?

<p>UK-92.480.</p> Signup and view all the answers

How long did it typically take for drugs to gain approval before Viagra's expedited license?

<p>About 12 months.</p> Signup and view all the answers

What psychological and emotional issues can erectile dysfunction cause?

<p>It can affect many families and individuals psychologically and emotionally.</p> Signup and view all the answers

What phase of testing began in 1993 for Sildenafil after its side effects were noticed?

<p>Clinical trials for erectile dysfunction.</p> Signup and view all the answers

What challenges did Pfizer face in searching for volunteers for trials related to erectile dysfunction?

<p>Finding willing participants to discuss their experiences regarding a sensitive condition.</p> Signup and view all the answers

Why might R&D managers at Pfizer have considered dropping the studies on Sildenafil?

<p>Due to disappointing results in treating angina and unclear clinical use for ED.</p> Signup and view all the answers

What was the relationship between the number of research projects at Pfizer and the decision to continue with Sildenafil trials?

<p>Many projects were ongoing, making resource allocation and investment decisions a priority.</p> Signup and view all the answers

What was the primary focus of the research conducted by Pfizer between 1986 and 1990?

<p>The synthesis and testing of potential medicines for heart treatment.</p> Signup and view all the answers

What was the ultimate outcome of the research and development process for Viagra?

<p>Viagra was successfully developed and became widely prescribed for erectile dysfunction.</p> Signup and view all the answers

What was the initial intended use of Viagra before its true application was discovered?

<p>Viagra was initially intended as a treatment for angina.</p> Signup and view all the answers

How much money did Pfizer estimate to spend on the development of Viagra?

<p>Pfizer estimated to spend approximately £600 million.</p> Signup and view all the answers

Which Nobel Prize-winning scientists contributed to the research that led to the development of Viagra?

<p>Robert Furchgott, Louis Ignarro, and Ferid Murad.</p> Signup and view all the answers

What was the main biochemical target for Viagra’s mechanism of action?

<p>Viagra primarily targets the enzyme phosphodiesterase (PDE-5).</p> Signup and view all the answers

How long did it take to bring Viagra from conception to production?

<p>It took 13 years, from 1985 to 1998.</p> Signup and view all the answers

Why do some journalists misrepresent the discovery of Viagra as being purely serendipitous?

<p>They argue that it owes its existence to unexpected side effects observed during trials.</p> Signup and view all the answers

What was one of the unexpected side effects reported during the clinical trials for Viagra?

<p>Some patients reported episodes of penile erections.</p> Signup and view all the answers

What was the public's response to clinical trials of Viagra before its launch?

<p>Patients expressed keen interest and wrote in to participate in the trials.</p> Signup and view all the answers

What was the role of PDE in Viagra's mechanism of action?

<p>PDE breaks down cGMP, which Viagra inhibits to enhance vasodilation.</p> Signup and view all the answers

Who was Gill Samuels, and what was her contribution to the Viagra project?

<p>Gill Samuels was the director of science policy at Pfizer and a key developer of Viagra.</p> Signup and view all the answers

What lesson does the story of Viagra teach regarding public perceptions of scientific discovery?

<p>It illustrates that scientific research requires extensive effort and investment, not just luck.</p> Signup and view all the answers

What major effect did media interest have on the public concerning Viagra?

<p>Media interest increased awareness of erectile dysfunction among men.</p> Signup and view all the answers

What were the initial clinical trial results for the compound UK-92.480?

<p>The results were disappointing, revealing little efficacy in treating angina.</p> Signup and view all the answers

What is the significance of cGMP in the context of Viagra's action?

<p>cGMP is a signaling molecule that promotes vasodilation.</p> Signup and view all the answers

How did the historical context of angina relate to the development of Viagra?

<p>Angina treatments influenced the research direction that led to Viagra's discovery.</p> Signup and view all the answers

Study Notes

Pfizer's Viagra Development Journey

  • Pfizer's Viagra journey took 13 years (1985-1998) from initial concept to market launch.
  • The drug was initially intended to treat angina but its side effect of treating impotence led to its redirection.
  • Over 1,500 compounds were screened at an estimated cost of £600 million (current prices)
  • Clinical trials in 1991 for "UK-92.480" (later Sildenafil, then Viagra) had disappointing results for angina treatment but led to the discovery of an erectile dysfunction (ED) potential.

Challenges in Project Justification

  • Project evaluation: Limited market research suggested a small market for a treatment for erectile dysfunction.
  • Product launch: Impotence was an unpopular topic, making promotion challenging without alienating consumers. Media sensationalism was a risk.
  • Initial uncertainty: The market for ED treatment was undeveloped, with no similar drugs for comparison in the market.

Viagra's Development

  • Serendipity: While the serendipitous discovery of Viagra's impotence benefit played a role, its success was driven by effective management, research & development, and marketing.
  • Clinical Trial Results: Initial volunteer trials showed unexpected side effects (erections), prompting a shift in focus to ED treatment. Early trials faced difficulties in recruiting and discussing the sensitive condition.
  • Licensing and Approval: Clinical trials to test the safety & efficacy of Viagra led to its license approval with the US FDA in 1998.

Market Evaluation Considerations

  • Market size: Questioning if the ED market size was sufficient to justify the large investment needed.
  • Market Growth: Evaluating if ED was a growing market, if potential customers existed, and if this large investment was warranted over other conditions.
  • Marketing: Pfizer needed a viable marketing plan to educate consumers & encourage physicians to prescribe the medication considering the reluctance of the population to discuss such sensitive topics

Key Figures and Information

  • Gill Samuels: Pfizer director of science policy, played a key role in Viagra's development, and was awarded a CBE,
  • Nobel Prize: Awarded to Robert Furchgott, Louis Ignarro, and Ferid Murad for their work, showing the role of nitric oxide in vasodilation.
  • Market Revenue: The drug generated $100 million in revenue in its first month, from 570,000 new prescriptions. Over $1.9 Billion annual sales in later years.

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Description

Explore the fascinating 13-year journey of Pfizer's Viagra, from its initial intent to treat angina to its breakthrough as a leading erectile dysfunction medication. Discover the challenges faced during evaluation, product launch, and market uncertainties that shaped its history and impact on the pharmaceutical landscape.

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