How did Viagra change pharmaceutical marketing?
Critics argue that drug advertisements ignore the real problems of patients, but the „blue wonder” changed everything. By „redefining” impotence as erectile dysfunction, Pfizer was able to change the traditional approach to pharmaceutical marketing.
Pharmaceutical marketing: it's about the drugs, not the users
Pharmaceuticals are among the most widely consumed products in the world, alongside food, so it is clear that pharmaceutical marketing is big business and continues to grow at an incredibly fast pace. Its future looks bright, thanks to the increasing demand (an aging population suffering from chronic diseases will require larger quantities and more varieties of prescription drugs).
The goal of all marketing campaigns is to persuade the buyer (B2B, B2C) – of course, taking into account strict regulations and prescription requirements – to choose the product of a given pharmaceutical company. To achieve this goal, the „one size fits all” approach is generally applied, meaning that the needs and expectations of patients and doctors are not taken into account. However, this contradicts the new consumer-focused mindset that emphasizes participation in a multidisciplinary and integrated health management model, as well as data-driven personalization, consumer experience, and multichannel (at the right time, for the right user, and through the right media) sales.
But how did Viagra precede the era of precision marketing?
Viagra, the blue wonder
During the testing of the active ingredient sildenafil citrate, originally developed for the treatment of high blood pressure and other heart diseases, the test subjects experienced surprisingly pleasant side effects. Although it did not meet expectations as a heart medication, Pfizer researchers finally found the miracle drug that humanity had been searching for for centuries. After regulatory approval, it was marketed under the brand name Viagra in 1998 as the first effective oral medication for the treatment of erectile dysfunction.
When Viagra was „launched,” the drug immediately attracted massive international attention, not only from doctors and men suffering from erectile dysfunction but also from almost every adult and media outlet. The introduction of Viagra also had several surprising results, such as increased sexual activity leading to higher birth rates, but it also positively impacted the welfare of certain endangered animal species, as „followers” of traditional Chinese medicine prefer to use the „little blue pill” for treating erectile dysfunction instead of animal-derived medicines.
However, what Pfizer did not anticipate at all was the long-term influence that the success of Viagra had on pharmaceutical marketing.
This was the first time in the history of pharmaceutical marketing that it was considered that marketing activities should focus not on the product, but on the customer. What was done for this purpose?
3:1 – Influencer & storytelling & personalized marketing
By „winning” Bob Dole, the American senator, presidential candidate, and decorated war veteran for Viagra's first TV commercial in 1998, Pfizer revolutionized the involvement of celebrities in pharmaceutical campaigns. advertising It practically looks like a political advertisement. In the eyes of the American public, the message articulated by Dole, who was affected by prostate cancer, is simple:
„It's a bit awkward to talk about erectile dysfunction, but it's so important for millions of men and their partners that I decided to speak about it publicly.„
By addressing the issue „head-on” and personalizing it in an emotionally impactful way, making the problem relatable, Dole began to reduce the more frivolous attitude towards Viagra (it was seen as a real medicine), while the then „more modest,” awkwardly avoiding topics medical profession and media focused on the impact of erectile dysfunction, as a new disease category, on people's health and lives (linking it to diabetes, heart diseases, and depression).
Instead of outdated, „pushy” advertisements, these are now considered the most fundamental tools of (pharmaceutical) marketing, and they are increasingly used for over-the-counter drugs for more effective promotion, enhancing customer „engagement,” with the ultimate goal of increasing revenues.
Like many countries, Hungary also prohibits any advertising of prescription drugs directly to consumers, although indirectly – likely not with Pfizer's support – Viagra's marketing has also been realized in our country:
