Lilly provides ultimate satisfaction

These latest market share figures show that Cialis, Lilly's treatment for erectile dysfunction (ED), has within only 10 months since launching, achieved market share dominance in this country. The figures, which are based on the actual number of tablets sold, showed that Cialis has achieved 45 percent of the market, with Viagra holding on to 44 percent and another similar treatment, from Bayer, grasping at the remaining 11 percent. These figures demonstrate a huge change in the market, which only a year ago, showed Viagra to have 100 percent dominance within this oral ED treatment market.

Commenting on the performance of Lilly's ED treatment this morning, Marketing Director Jacques Blaauw said, "The performance of tadalafil (Cialis) in South Africa in only 10 months has been the fastest uptake of this brand globally, and we are proud that South Africa is also the first country globally where our sales have overtaken that of sildenafil (Viagra)."

"The difference lies in the mode of action. The efficacy of our product lasts for up to 36 hours, while with the other main PDE 5 inhibitor (oral ED treatment), the efficacy, as detailed in the package insert, lasts for up to four hours," replied Blaauw when asked what the main difference was between Viagra and Cialis, and why Cialis had become more popular. "What this means is that for the first four hours, there is equal efficacy. We offer the patient up to 32 hours of extra opportunity to choose the moment that is right for them and their partner. I think this is why Cialis has become more popular, that the opportunity for intimacy is not dictated by the product, but rather by the relationship and what timing is right for the couple," he said.

Another factor, which Blaauw attributed the increasing popularity of Lilly's treatment to, was that with Cialis, there is no interaction with food or alcohol.

Another hurdle faced by Lilly in the marketing of this treatment over the last year has been the strict regulations imposed around the advertising and marketing of certain drugs in South Africa. "Pharmaceutical products are grouped into various schedules. Any treatment that is a schedule two or above cannot be advertised directly to the public. This includes no mention of the brand name, no claims about what the product can do, no details of the features or benefits of the product and no advising to patients to ask for a particular product from their doctor," Blaauw explains. Cialis is a schedule four drug.

"These restrictions made the commitment by Lilly to help destigmatise erectile dysfunction and to educate both patients and doctors about the condition, all the more vital. And judging by these market share figures, it looks like it we are moving in the right direction," Blaauw says.