An estimated five million men in the UK experience erection problems (EPs), but a recent survey shows only four per cent of them have sought help from a pharmacist.
To help these men struggling in silence, Viagra Connect has launched the new trial size 2 pack for pharmacy retailers across the UK.
Aimed at the millions of men who are worried about trying an erection problem treatment for the first time, this new 2 pack has all the reassurance of the iconic and trusted Viagra brand at an acceptable entry price.
With Viagra Connect recognised by pharmacists as the most valuable product in pharmacy, this launch will drive new men with EP’s into store providing a new commercial opportunity for pharmacists to further grow the category.
The launch is also being supported by a heavy-weight marketing campaign including TV, digital, print and out-of-home advertising, as well as in-store and POS promotional materials, to raise awareness and increase footfall.
Continuing with a 'love story' creative, the £5m launch aims to encourage men suffering from EPs to trial the product, and facilitate easier conversations for men who are still on the fence about needing to use an erection problem treatment for the first time.
To support pharmacy staff in having what can be difficult and embarrassing conversation for the sufferer, new training materials have been added to the existing suite of pharmacy education.
Available since Jan 1, the tools will help pharmacists and pharmacy assistants be better equipped to handle those sometimes awkward conversations.
The materials have been specially designed to bring to life research that revealed the negative impact EPs can have on a man’s mental wellbeing, causing feelings of anxiety (27pc), depression (19pc) and a lack of confidence (23pc).
The training also aims to facilitate a stronger understanding of the possible causes of EPs, enabling pharmacists to determine when men may need additional support or access to other services such as smoking cessation, weight and stress management, which may be inadvertently causing EPs.
It will also provide guidance on how to make the pharmacy more welcoming for men with EPs, as well as suggested POS tools to help encourage a discussion at the counter.
Rob Elliott, marketing director at Viatris, the new global pharmaceutical company formed of the combination of Mylan and the Upjohn division of Pfizer, commented: “Our ambition for the new 2 pack is to encourage trial among men who need it, making the trusted Viagra Connect brand easier to access.
"We also continue to invest in the training and development of pharmacy staff so they will be better equipped to deal with what can be a sensitive topic to discuss, and have developed an extensive, easy to use, training programme available now.”
A recent report shows over a quarter (26pc) of Brits said EPs have prevented them from being intimate with their partner.
For partners of men with EPs, 13 per cent of them blame themselves for potentially causing the condition, 20 per cent feel unattractive as a result, and eight per cent believed an affair must be causing the lack of intimacy.
Despite these findings, EPs are rarely discussed in the public sphere as a serious issue and the effects on relationships are often ignored.
Phill, 45, from Richmond-upon-Thames, who has been in a relationship with his fiancée Laura for over six years commented: “Opening up about erection problems (EPs) with new partners always seemed to be an unnerving experience at first.
“After meeting Laura and realising the EPs didn’t go away on their own, I decided to seek help, and consulted a pharmacist online who recommended Viagra Connect as a treatment option. Being able to consult a trusted professional and access this online was important for me – the experience wasn’t as daunting as I thought it would be.
“It’s important to lift the stigma on EPs and I really don’t think there should be any shame in men taking medication to help overcome EPs, to ultimately help maintain a healthy relationship with their partners.”
The launch of the new 2 pack, combined with the new training materials and consumer activation provides pharmacy with an opportunity to increase footfall, while establishing relationships with new customers looking for guidance on both EPs and wider health issues in future.
Viagra Connect is indicated in adult men with erectile dysfunction (ED), which is the inability to achieve or maintain a penile erection sufficient for satisfactory sexual intercourse.
