These days we’re hearing a lot of buzz about erectile dysfunction and the new products available to treat ED. Levitra, co-marketed and co-promoted by Bayer Pharmaceuticals Corporation and GlaxoSmithKline, was approved in August 2003. What immediately followed was an intense DTC campaign to raise brand awareness and encourage men to ask their doctors about Levitra.

I recently had the opportunity to talk with Denise Strauss, Director of Marketing for Bayer Men's Health on Levitra, and find out what was behind bringing DTC to Bayer and Levitra to market.

What’s the challenge of being second to market?

It isn't so much about a challenge, but about an opportunity. Before Levitra, the market was defined by the one oral treatment available to treat erectile dysfunction at the time -- Viagra. It was the first pharmaceutical product to achieve over 90% consumer brand awareness. Despite such high recognition, only 15% of the 33 million men who have ED have actually been treated. There is a huge opportunity for Levitra to meet the needs not just of previously dissatisfied patients, but also patients who have never been treated.

The challenge is in dispelling myths about the condition as well as about treatment options. It's time for a change in the vernacular. Viagra virtually created the market, and redefined impotence with the term erectile dysfunction, and then ED. But as the market evolves, its vocabulary evolves too. One year ago the buying criteria was -- oral agent or not. Today, consumers have a choice, and the buying criteria is about onset, duration, reliability and overall erection quality. Second to market brings new choices and a fresh approach.

How did you prepare to approach the market?

We took a very classic approach to launching Levitra, as with any product that might be launched into a highly competitive market. Significant resources and efforts were focused on identifying key consumer insights that would serve as the platform for differentiation and communication. Working hand-in-hand with GlaxoSmithKline, we spoke with more than 40,000 men from all over the country to understand virtually everything about them -- categorizing them geographically, demographically, psychographically, and medically. It was critical to understand our exact target consumer, what were they were looking for in a ED treatment, and how we could deliver a product, Levitra, that would meet their needs.

Did market research help you understand how to talk about ED in a way that consumers would respond? Absolutely. It was through extensive market research that we came to learn exactly how to communicate with our target consumer. As a result of the very sensitive nature of this topic, we worked tirelessly to perfect the language used to speak directly with consumers as well as to help facilitate the dialogue between patients and physicians and between patients and their partners. It became clear that the style, language and approach needed to be unique from that which they had been exposed to previously. As a result, Levitra speaks to men in their own language, utilizing straight talk, employing brevity, and tapping into consumer insight to motivate men to take action.

How did you develop the Levitra branding?

Our goal was to develop very strong and unique branding that would further help to differentiate Levitra in the pharmaceutical marketplace as well as in the broader consumer marketplace. The Levitra flame is unlike other traditional, abstract pharmaceutical product symbols to which we are accustomed to seeing. We have also chosen very bold colors -- purple and orange -- to which men gravitate in a sea of blue and green. Our branding is then executed across all elements of the Levitra communication mix -- broadcast and print advertising, online, CRM and in all of our professional materials.

In the arena of men's health and in the context of this particular medical condition, Levitra’s branding is very fresh, strong and unique. Our ultimate goal – to one day have the Levitra flame likened to the Nike swoosh or the Pepsi wave.

Is this the first direct-to-consumer initiative for Bayer Pharmaceuticals?

For Bayer, this is the very first time our pharmaceuticals group has embarked on a comprehensive DTC initiative of this magnitude. Levitra is Bayer’s first pharmaceutical product with a full DTC campaign that includes advertising, public relations, e-business and CRM. Of course, that comes with its' own internal challenges. It was necessary to educate internal constituents about DTC long before it was communicated externally.

Of course, it is not the first DTC campaign for GlaxoSmithKline (GSK), with whom we have a co-promotion and co-development agreement. We work hand-in hand with an incredibly talented and dedicated team at GSK to drive the success of Levitra. GSK brings a wealth of DTC experience, knowledge, and infrastructure that make for an ideal partner with Bayer.

How integrated is your marketing campaign?

Levitra has deployed a fully integrated marketing campaign across all consumer communications that is synergistic across all professional communications as well. Whether it's online, on air or in patient education brochures, Levitra speaks one language, has one look and one goal - - to educate men about ED and Levitra and to get them to ask their physician if Levitra is right for them.

Levitra was delighted to be recognized at the end of 2003 by both Ad Age and PR Week among the Top 10 Most Successful Launches of the Year. This really reflects the work of an outstanding team, and speaks to the power of an outstanding partnership with GlaxoSmithKline.

What are the different stages and elements of Levitra's long-term DTC campaign?

The first phase of Levitra DTC appeared in August 2003 with the introduction of a teaser campaign, "New Choice. Here Now." In an unprecedented move, just four business days following approval, Levitra had a presence where our consumers work, live and play -- on national TV, radio, online, newspapers, billboards, commuter trains, airports and even football stadiums. This effort was fully supported by an aggressive stocking and detailing effort as well.

The second phase of Levitra DTC appeared just a few weeks later. With the kick-off of the NFL season, we kicked-off our launch advertising campaign which leveraged the football theme. Levitra was the first pharmaceutical ad to be ranked in the top 3 of Ad Age's IAG poll, which measures ad recall for all consumer products. More importantly, in the time period since Levitra advertising began in August 2003 until November 2003, the number of doctor visits for erectile dysfunction grew by 36%. Even more encouraging, however, from October to November 2003 patient requests for Levitra grew 51% while patient requests for Viagra declined 9% in the same period.

With the start of the new year, the third phase of Levitra advertising introduced NFL Hall of Fame Player and Coach, Mike Ditka. Who better to speak candidly about their own personal experience and motivate men to seek treatment than America's favorite Coach?! Mike Ditka has a lot of conviction about what he believes in – men’s health, sexual health, and the overall quality of his life. He has dealt with heart disease, high cholesterol, hip replacement, and most recently, ED.

As for the next phase of Levitra advertising, the best is yet to come.

Your sponsorship of the NFL received a lot of media attention. Can you discuss Bayer and GSK’s relationship with the NFL?

As the first-ever pharmaceutical partner with the NFL, Levitra served as the catalyst for a change in the league's partnership policy with pharmaceutical companies. We were very pleased with this accomplishment -- there’s no question that NFL ranks #1 among our target consumers in terms of their interests and hobbies. The NFL fan base is quite large, with over 120 million weekly viewers throughout the season.

Our strategy with the NFL was two-pronged -- brand promotion complimented by disease promotion and awareness. In addition to partnering with the NFL on a national level, we have also established relationships with many of the teams. In fact, whether it's through program advertising or in-stadium promotion, Levitra has a relationship with nearly every NFL team. This has been an outstanding vehicle for communication.

So you launched Levitra and kicked off the Tackling Men’s Health campaign almost simultaneously? The team worked tirelessly to launch Levitra, a future mega-brand, and a mega-sponsorship at the same time. "Tackling Men's Health" (TMH) is a national men's health education campaign with the NFL designed to encourage men to proactively take care of their overall health. This comprehensive disease education initiative has reached millions of men through a PSA, print and radio advertising, and through online and offline patient education. TMH is the ideal counterpart to our Levitra branded initiatives - - while one drives condition education and awareness the other drives product education and awareness.

What’s in store for Levitra in 2004?

We are very optimistic about Levitra’s future. We believe strongly that we know what men want, and we believe Levitra delivers exactly what they’re looking for. The decision comes down to the man who has ED and the choices he makes. DTC, PR, CRM and online marketing all play a role in raising awareness and sending patients to their physicians. But at the end of the day, patients have to try it for themselves -- they take the challenge, and choose what's best for them. We're confident that their choice will be Levitra.
 

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