Two months after its FDA approval, Viagra's media potency still is strong.
So far, Pfizer, the company that manufactures Viagra, has fielded 1,000 calls from news organizations worldwide, ranging from scientific/medical journals to the general press, says Andy McCormick, Pfizer's director of pharmaceutical communications.
The media's obsession with Pfizer's wonder cure for erectile dysfunction has catapulted the drug manufacturer into the international spotlight and sent the drug's stock prices soaring. "We knew the story would be big when it was in the clinical trials stage, but we never anticipated how much of a social phenomenon [Viagra] would become," says McCormick.
Viagra's image is taking on an ever-evolving life of its own, often straying from its intended application. Women are extolling its virtues for improving their sex drives and former presidential candidate Robert Dole is vouching for how "effective" it is.
But McCormick says Pfizer's media strategy remains focused on three core messages:
- Viagra as a scientific breakthrough drug for male impotence;
- Viagra's safety and efficacy data; and
- Wide-ranging "improved quality of life" benefits for patients and their partners.
Handling Media Spotlight
Pfizer is handling most of the PR and media relations in-house. McCormick and Mariann Caprino, a key Pfizer spokesperson, are fielding most of the calls.
Now the media's focus is on Viagra's side effects - possible headaches, facial flushing and vision problems. Pfizer's responding by highlighting the scientific data available from trials and directing reporters to its team of scientists and physicians.
"Our physicians are great because they are articulate and can explain the science behind Viagra in an easy-to-understand, non-technical way," says McCormick.
In responding to the side claims, namely Viagra's application for women, Pfizer emphasizes the drug's efficacy in men, although it now is conducting research involving women.
VNR Campaign's Wide Reach
Viagra's media frenzy started before its FDA approval on March 27 with an article in The Wall Street Journal announcing its final-stage research status.
Broadcast and print news outlets were as eager to get the FDA's green light as Pfizer.
For the video new release campaign, handled by D S Simon Productions (DSSP) in New York, the media relations challenge was making sure all of the TV stations got the tape.
"We knew the story was going to be big, we had to make sure we were ready with alerts and updates once the FDA approved [Viagra]," says Doug Simon, DSSP's president.
Six weeks of non-stop media coverage have confirmed Simon's hunches. So far, more than 100 million people nationwide have seen the story, according to Nielsen reports on the national feeds.
The story has aired on national news channels like CNN, CNBC and MSNBC as well as high-profile shows, including "CBS Evening News," "The Today Show," and "The News Hour with Jim Lehrer." Even the Comedy Channel covered the breakthrough drug with a pseudo news bite called "FDA Up with the People," that aired VNR footage and poked fun about Viagra's impact on married couples.
To prepare for the media interest, Simon added one more staffer to its five-person team. When the FDA gave its approval, the team went into launch mode starting at 7:00 a.m. the following morning - placing more than 300 media calls the first day and faxing more than 850 TV stations press releases within the first 48 hours.
The day the story broke, NBC couldn't wait to get the tape, so it sent an employee to Simon's office to fetch it. (Pfizer, Andy McCormick, 212/573-1226; D S Simon, Doug Simon, 212/727-7770)
A Media-Potent Story
The media still is obsessed with the Viagra story and an end does not appear to be in sight. Here's an overview of some of the more interesting coverage.
Mexico, machismo capital of the world, health officials caution citizens that Viagra won't turn men into Don Juans overnight.
Source: PR News