Now Viagra is 92% recognizable; it is preferred by 87% of people taking erectile dysfunction drugs in Europe.
But other manufacturers also drew attention to the fact that men are willing to spend vast amounts of money on solving problems with potency. Therefore, if at the beginning Pfizer more focused on the events and the medical part, in 2003 it was necessary to make the advertising campaign more relaxed, as competitors tried to laugh and shock the public.
In Spain, where prescription drugs can only be advertised in special editions, manufacturers are forced to speak bluntly. In 2011, Pfizer launched an educational advertising campaign for the public on the Internet resource. For example, a video was posted the hero of which unsuccessfully tries to insert a straw into a glass of drink. Only by replacing the straw with a bright blue one, the person copes with the task. The site does not name the brand, but interactive consultations with a specialist are advertised. Now Pfizer spends $ 400 million a year on selling Viagra around in Spain.
In many countries, Pfizer successfully fights with generics. For example, a federal court in Italy, considering the company’s dispute with Teva pharmaceutical manufacturer, which released Viagra generic called Dynamic, confirmed Pfizer’s exclusive right to use sildenafil to treat erectile dysfunction for the entire term of the patent until October 2019.
But in Spain, Pfizer chose to negotiate with Teva. The presentation of the generic was held at the strip club Dolls. Following the performance, the organizers were able to send out a press release in which such vivid quotes were met as “The average man in Spain spends 2.5 minutes a week on sex, and he takes more than 10 minutes to shave.” Also, they said, “this testifies that there are big problems with sex in our country.”
The drugs that appeared after Viagra will remain second in the minds of consumers for a long time. Humanity remembered the first and most courageous ones. The boldness of positioning the drug as a means for treating impotence, the unusual shape of the pill and its color, aggressive marketing, coupled with the growing acuteness of the problem, made the miracle that we are all talking about with surprise.
As a result, according to statistics, Spain and Italy are the leading countries in terms of Viagra sellings. Let’s look closer and compare them. In both countries, people mostly buy Viagra on the internet.
In 2018, about a million Viagra tablets were sold in Lombardy. These figures put the northern region of Italy in the first rows for the consumption of the drug against erectile dysfunction. At the same time, in the cities in the south, the use of small blue tablets is less than the average for the regions of the country. These data were presented in Milan on the occasion of the 15th anniversary of the marketing company of the manufacturer of beautiful tools. Italy has a second rang in Europe for the consumption of Viagra after England, more than 86 million tablets sold over the past fifteen years. In 2018, more than six million of them were sold in the country. It is also estimated that every second Italian man after forty years of age buys small blue pills.
At the local level, Emilia-Romagna sells 588 tablets per thousand people after the age of forty, then Toscana — 563 tablets per thousand and Liguria — 546 per thousand men after forty, became the first region in consumption of the male population of Viagra. Basilicata became the region where the lowest use of Viagra was consumed – only 230 blue tablets for every thousand people. Rome sold more than 570 thousand Viagra tablets, about the same figures in the cities with the highest incomes of the local population: Piacenza, Rimini, and Livorno.
In the lower part of the rating of southern towns, where the average salary is slightly smaller than in the whole country, the average value of the sold tablets is lower. It is worth saying that in the world six tablets of Viagra are sold every second and 51 million men have tried it at least once in their life. In general, over the past fifteen years, about three billion blue small tablets have been sold all over the planet.
In some countries, for example, in Italy, Viagra is available at the pharmacy only by prescription from a doctor. Insurance companies pay many medications for the patient. To buy Viagra, you usually have to pay for yourself. According to the insurers, the doctor cannot determine for sure if the patient has a problem with potency or is it just drug abuse. In fact, not every man who needs Viagra can cope with the awkwardness and ask the doctor for a prescription.
According to statistics in Italy, such men range from 4 to 8 million. Because of this, Europe is shrouded in illegal sales of this drug, in particular through the Internet. As a result, Italian medicine does not recommend buying Viagra online, as this drug is often counterfeited.
The Spanish Pharmacists Association conducted a series of tests in regards to selling and buying Viagra on the Internet. It turned out that about 60% of the goods ordered online is fake. The first pills contain two times more active ingredient than the phony product. Despite the warnings of doctors, the black market is booming, and buying Viagra illegally in Europe is still secure.
It is merely tempted by anonymity and low price. Agree, weighty arguments. Selling fake Viagra is a profitable business. For comparison, the cost of one kilogram of forged Viagra costs about 65 thousand euros, while a kilogram of heroin costs 50 thousand euros, and marijuana costs about 8 thousand.
We can conclude that it is more popular in Spain because people have more opportunities to but it online and without prescription.