Preventing Viagra's fall

Fellman, Michelle Wirth
August 1998
Marketing News;08/31/98, Vol. 32 Issue 18, p1
Trade Publication
The article reports on the strategies employed by Pfizer Inc. to strengthen the market position of Viagra, its proprietary impotence pill in New York. The new drug has set a new record for any prescription drug launch by generating 182.2 million dollars for its first two months of sales. But less than three months after the well-publicized product launching, Pfizer began spending millions of dollars kicking off the drug's first consumer advertisements in major circulations. Marketers say companies may launch advertisement campaigns for already well-publicized products to put their spin on their product's image, tout accurate information, keep sales steady and ensure that the product remains a well-known brand.


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