Cialis

Introduction

In 2002 a total of 150 million men worldwide and 30 million in the U.S. alone suffered from a condition discussed by neither patient nor physician. Prior to Pfizer launching Viagra in 1998 erectile dysfunction for the most part went untreated because those who suffered from the disorder rarely discussed it let alone sought treatment. When erectile dysfunction (ED) patients did seek treatment their options were microsurgical procedures such as venous ligation and penile revascularization, surgical implants, external vacuum pumps to name a few. In just two years after launching Viagra, Pfizer was being rewarded with over a billion dollars in annual sales for the first and only oral ED treatment on the market. Two years later biotech upstart ICOS teamed up with pharmaceutical heavyweight Eli Lilly to launch and market Cialis to rival Viagra. Eli Lilly marketing philosophy with respect to product positioning, was “be the first or be the best in class and avoid me too alternatives.” With pending Food & Drug Administration (FDA) approval underway Lilly ICOS LLC executives prepared their market positioning and advertising strategies.  In a true David versus Goliath epic challenge Eli Lilly and the young biotech startup ICOS was up against the worlds’ most recognized brand ever, Viagra. Due to competitive pressures it had become urgent that Mark Barbato the executive director and global product team leader for Cialis develop a strategy and launched it soon. With an FDA approval 12-to-18 months away Mark and other executives prepared to present marketing strategies to global affiliates in less than two weeks. However, Bayer had completed Phase II of clinical trials for Levitra which means it had a 60% chance of approval, and Cialis now ran the risk of placing third in ED treatment market positioning.

Establishing Key Decision Criteria

        In any market the goals are generally the same when launching a new product generate revenue, recoup...