His:
A recent article in Business Week suggested that pharmaceutical advertising, particularly TV ads, don’t work. In fact, these commercials promote potential overuse and cloud any true fact-finding by the patient. The article goes on to suggest that the companies “should find new ways to connect meaningfully with patients.”
Well this week I found a drug maker that already shifted their $5 billion-a-year efforts to that exact effect. A full page ad in WSJ no less! I’ve worked on a number of consumer promotions and giveaways, but FREE DRUGS??!! One that makes your penis stand on end for an uncomfortably long stretch of time?! WOW. They must’ve spent $5 billion just getting their “If yours doesn’t work, our drug does” message insured and through legal hurdles.
But does Cialis really need a promotion like this? It’s not like cereal or shampoo where consumers have hundreds of choices. Brand recognition is already high.
Perhaps sales are down in this poor economy. Perhaps people truly are making tough choices between needs and wants. So, I ask you … a four-hour erection. Need or want? That’s a hard decision.
Blessing: It works!



