Monday, March 24, 2008

Has it been 10 years? It seems like only yesterday...

After I ranted about pharmaceutical companies direct-to-patient marketing on Friday, I was interested to read the Saturday Globe and Mail's piece on the 10th anniversary of Viagra. It's worth the read.

I was struck by sociologist Dr. Barbara Marshall's view on the marketing of Viagra:

"Men had to be retrained to understand occasional erectile failure as a disease, a disorder that needs to be treated rather than something that happens once in a while in the normal course of events."


The article mentions many of the celebrities who have "endorsed" Viagra (and cousins, Levitra and Cialis). At the 2002 Canadian Urological Association meeting, I remember the excitement in the conference hall when Viagra pitchman/hockey legend, Guy Lafleur, was introduced as a speaker. This was during the scientific session and Mr. Lafleur's speech had not been included in the morning's program. He gave a nondescript, rah-rah, glory days spiel that had nothing to do with urology.

Nonetheless, many of the good old boys were thrilled to see a sports hero in the flesh, and several dashed out of the conference centre, purchased hockey jerseys in a nearby sports memorabilia store, and hurried back to have them autographed. Some of the stick-in-the-mud, wet blanket types (yeah, me) were disgusted that the conference organizers had let this blatant pandering take place. Was Pfizer in some way $pon$oring that CUA meeting, you ask? Don't be so cynical!

(BTW and FYI, during his tenure as Viagra spokesjock, Mr. Lafleur insisted he did not have to use the product. Now you may be cynical.)

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