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Viagra rival Cialis is off to a 'solid start'
January 14, 2004
Icos Corp. Chairman Paul Clark said yesterday
that he was pleased with the U.S. debut of the
erectile-dysfunction
drug Cialis, although he declined to disclose
sales figures for the recently approved product.
"The early prescription data for Cialis
shows a solid start," said Clark, who was
speaking at the JPMorgan Healthcare Conference
in San Francisco. "However, it is too early
to draw conclusions from this very early prescription
data."
Cialis, a long-lasting drug that is trying
to dethrone market leader Viagra,
was approved in the United States on Nov. 21.
A day after approval, sales representatives
from Icos and joint venture partner Eli Lilly
& Co. were meeting with doctors to discuss
the benefits. Two days after approval, the company
began shipping the drug to more than 40,000
pharmacies.
"The launch execution has been outstanding,"
said Clark, adding that several thousand physicians
have received information about the drug.
Now that doctors have been informed, Clark
said the company is getting ready to begin a
large-scale consumer-marketing effort. Instead
of airing television advertisements immediately
after approval, Clark said the company decided
to wait for the Food and Drug Administration
to approve more detailed advertisements that
can tout specific product benefits. Those types
of advertisements are more effective in attracting
customers, Clark said.
"The advertising will be based on the
consumer message that Cialis
provides the patient and his partner the freedom
to choose the time for intimacy that is right
for them," Clark said. Unlike competing
drugs such as Viagra and Levitra, Cialis can
last up to 36 hours. It also can be taken on
a full stomach of fatty foods. Because of its
long-lasting effect, Cialis has been dubbed
"Le Weekend" pill in France, where
it has captured 35 percent of the market in
the past 12 months.
In order to attain market share in the United
States, Icos plans to flood the market with
consumer advertisements in the coming months.
The advertisements will "be exciting,
and you will see a lot of them," Clark
said. He did not say how much would be spent
on the campaign.
Bothell-based Icos, along with Eli Lilly, will
hold a private concert in Monaco next month
as part of a music series to promote the drug.
The companies also are sponsoring the PGA Tour.
In addition to describing the latest Cialis
marketing efforts, Clark also talked about new
drug candidates. He said Icos plans to begin
clinical trials on two experimental drugs this
year. Those could relate to psoriasis, cancer,
inflammatory diseases or autoimmune diseases.
The company also continues to support studies
for RTX -- a drug candidate that may correct
a bladder condition known as interstitial cystitis
-- and IC485 -- an orally administered drug
for chronic obstructive pulmonary disease.
"We have a robust research engine at Icos,"
Clark said.
The company plans to conduct a conference call
Feb. 3, when more detailed Cialis prescription
data will be released.
P-I reporter John Cook can be reached at 206-448-8075
or johncook@seattlepi.com
source:-http://seattlepi.nwsource.com/
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