Cialis to encourge more sex between couples

Jan/15/2008 05:16 Filed in: Current DTC
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Cialis is going to be available for daily use in 5mg and men will have to pay dearly for more sex. Most insurers are not going to cover the $350+ expense for daily use now Lilly has decided that they will air ads encouraging couples to have more sex or at least be more spontatious. There could be an advantage to taking Cialis everyday in that you CAN be ready when the moment is right. In this time pressed world planning for intimacy does not always work even when you plan a romantic night something can always get in the way.



A campaign from Cialis' consumer agency of record Grey, will be geared toward men who plan to have sex twice a week or more. Instead of having to anticipate when they'll have sex and taking the old dose accordingly, men can disregard the timing factor and 36-hour window altogether. With the new daily dosage of Cialis, the drug will already be in their systems, creating something of an "on-demand" effect. Of course there is a price to pay for "spontaneity" and that is $350 + per month. In a healthcare system that is looking to reduce costs this is of course going to raise a lot of eye lids. I think it's also safe to say that men in the target audience do not want sex twice a week or more, but the purpose of taking Cialis on a daily basis is that they can always be ready to go when the moment is right....for a price.


It will be interesting to see this campaign unfold and I am sure that the media is going to put this DTC campaign into the spotlight as "wasted money by big pharma". Cialis has been trying to play catch up with Viagra ever since it was launched and I am not sure that daily dosing will help market share with a cost predicted at over $300 a month. That's a lot of cash for most people especially heading into a recession.






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