Cialis – the most successful launch in 2003
Communication of the USP of Cialis®, PR – support as from the pre-marketing stage: The best launch in 2003 succeeded in a market that was initially monopolistic and became highly competitive after the entry of Cialis®. Through trade media work the target group is increasingly conveyed that patient satisfaction is exceptionally high as a result of the 36-hour action window and the compatibility with rich meals and with alcohol. Therapy aids for office-based physicians and an instruction for the list of individual health services were compiled by an interdisciplinary advisory board. Comprehensive written and audiovisual information material was developed simultaneously for the individuals affected and their partners. General and individual questions by the persons affected are answered at an information centre. Cialis® now is the market leader in the rapidly expanding market of PDE-5 inhibitors.