Viagra Case Study PDF

## The long and difficult 13-year journey to the marketplace for Pfizer's Viagra ### Introduction This case study explores the long 13-year journey from laboratory to the marketplace for Pfizer's Viagra, and explores the key challenges Pfizer faced during this time. ### What is Viagra? Pfizer's...

## The long and difficult 13-year journey to the marketplace for Pfizer's Viagra ### Introduction This case study explores the long 13-year journey from laboratory to the marketplace for Pfizer's Viagra, and explores the key challenges Pfizer faced during this time. ### What is Viagra? Pfizer's Viagra is now a well-known example of a successful new product. It is reported to be one of the most recognised brands in the world, with annual sales in excess of \$1.9 billion. ### Due to Serendipity or Luck? The story of Viagra frequently suggests that it came about due to serendipity or luck. However, the case study reveals that the vast majority of its success was due to effective management, excellent research and development, and clever marketing. ### Ground-breaking science and management The serendipity aspect of the Viagra case overshadows the ground-breaking science, including the research for which scientists received the Nobel Prize for Physiology, as well as the effective management by Pfizer of the new product development process. There is a mischaracterization in the minds of the public that science and research is dependent on luck, which is misleading and potentially even dangerous. ### The true story of Viagra - Scientists screened over 1,500 compounds and spent an estimated £600 million (at today's prices) to develop the successful medicine. It took 13 years (1985-1998) to bring Viagra from conception to production. - Viagra started life as a potential drug intended to treat angina, and was being tested in clinical trials. Although it was pretty useless as an angina treatment, it was reported to have unexpected side effects, including erectile dysfunction. This is not the complete picture, but it is also not entirely a product of chance. - The complexities of scientific research cannot always be relayed accurately to a mass audience. Medicine and science should not be portrayed as scientists playing around in the laboratories until something drops from their test tubes. ### The Viagra research timeline | Year | Event | |---|---| | 1985 | Initial concept | | 1986 - 1990 | Research and development begins | | 1991 | Volunteer trials | | 1992 | Erectile dysfunction research begins | | 1993-1996 | ED clinical trials start | | 1997 | License application | | 1998 | License approval | ### Finding volunteers for trials - Doctors and researchers realized that the question was how many of the men who did have erectile dysfunction would actually want to receive treatment for the condition? - The media interest in Viagra raised the awareness of erectile dysfunction, and probably encouraged men who had the problem, but had not done anything about it, to contact their doctor. ### Clinical trials - When the compound known as UK-92.480 was tested on healthy volunteers, the trials’ results were disappointing. The data on blood pressure, heart rate and blood flow were discouraging. Some patients reported side effects of episodes of indigestion, some of aches in legs and some reported penile erections. - The decision to undertake trials into erectile dysfunction was not an obvious one. This was partly because the prevailing view at the time was that most erectile dysfunction was psychological and not treatable with drugs. - The team of scientists faced problems finding enough people willingly to participate in these early trials, as it was a sensitive topic to discuss. ### Marketing Viagra - The researchers had to overcome two main issues: - They simply did not have enough information about the market size. - They were concerned that the market was so small that even if a drug could be developed, it would not be profitable. - Surveys revealed that only 1 in 20 million men suffered from erectile dysfunction. - Because of the unpopular topic, marketing would have to be sensitive and creative. - Pfizer spent over \$100 million on endorsements, television advertising, online marketing and sports event sponsorship, featuring celebrities including Bob dole, Rafael Palmeiro, Mark Martin, Pele and Hugh Hefner. ### The launch of Viagra - At the launch of Viagra, Pfizer had to make sure that accurate information about the drug was given to the public. - They had to fight hard for the huge investments that were needed. - There was a lot of publicity and excitement around the drug, but not all of this publicity was positive. ### The success of Viagra - Viagra was sold in more than 100 countries, and more than 300 million Viagra tablets had been prescribed for more than 10 million men. - Viagra became a worldwide brand in just a short period of time. - However, it was not available on the National Health Service in the UK, as there were concerns about the cost. ### Competition - The main active ingredient in Viagra is sildenafil, and in 2002 the patent for the compound was challenged. - Pfizer had to defend the legitimacy of the original patent issued in 1993. - Pfizer faced a lot of competition in the marketplace, including the launch of drugs like Levitra and Cialis, which were more effective and worked more quickly than Viagra. ### Disease mongering - There is a concern that pharmaceutical companies can benefit from promoting and marketing diseases to healthy people, in order to expand markets for their drugs. - According to an article in the Financial Times, the Viagra case is said to have contributed to disease mongering. ### Conclusion - Viagra is an example of a successful product that brought both challenges and rewards for Pfizer. - The company made difficult decisions and took risks, but they were rewarded for doing so. - It is important to be aware of the potential for disease mongering in the pharmaceutical industry. - The case of Viagra shows that disease marketing is a complex and often controversial issue.