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Viagra Ad Targets Women

Update Date: Sep 30, 2014 10:07 AM EDT

Pfizer Inc., the manufacturer of Viagra, one of the world's top-selling drugs for erectile dysfunction, has changed its drug-marketing approach. On Tuesday, the company's new commercial for Viagra will air on television. Unlike all of its commercials in the past, this one will target a new group of people: women.

According to Huffington Post Canada, the advertisement starts off with an attractive middle-aged woman who is lying down on a bed located in a tropical environment. She looks into the camera and states: "So guys, it's just you and your honey. The setting is perfect. But then erectile dysfunction happens again. Plenty of guys have this issue - not just getting an erection, but keeping it."

The 60-second commercial continues with the woman encouraging men with erectile dysfunction to go and see their doctors. The woman then takes a short stroll around the tropical area as the commercial lists information about Viagra. A man never makes a cameo.

"It's definitely a unique strategy that could work," said Edward Jones health care analyst Ashtyn Evans. "The more people they can get loyal to their brand, the better."

The new tactic to target women will hopefully increase the sales of Viagra, which is Pfizer's No. 6 seller. Since the drug's patent expired in Europe, sales fell by eight percent last year. Over the next few years, the patent will also expire in the U.S. Once patents expire, generic versions of the drug can be created and are typically sold at a much lower price.

"I'm not sure it will result in more sales," commented Les Funtleyder, health care portfolio manager at Esquared Asset Management.

When it comes to erectile dysfunction, many men might be too embarrassed to seek help. Using a woman in the advertisement to normalize the condition can help men take that extra step toward their doctors. The advertisement also reminds men that their erectile dysfunction is a couple's problem and as a couple, they can address the issue together.

The ad, which can be viewed here, will air during certain shows, such as "CSI," "Blue Bloods" and "48 Hours."

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