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hours. And Lilly says that unlike Viagra, Cialis's effectiveness is not dulled by food and drink. "If you're going out for a romantic meal with your partner, you can take your Cialis, have a glass of wine - and you've got a significantly longer timescale to let events unfold," a spokesman said yesterday. "Erectile dysfunction is not just about erections." GlaxoSmithKline and Bayer launched their own rival, an orange pill called Levitra, in the US in August last year, and have been promoting it aggressively, sponsoring the national American football league. They have been offering free samples, inviting men to take the "Levitra challenge", and stressing "erection quality" as a selling point. A spokesman for GSK said yesterday it was also about to launch a new big advertising campaign in the US. Viagra was originally developed as a heart drug, but during clinical trials it was found to have interesting side-effects. Since it was launched in 1998, it has been prescribed to more than 23 million men. Pfizer's promotion of the drug is credited with raising the profile of erectile dysfunction, which is thought to affect as many as 50% of men over 40. The loyalty scheme launched yesterday will only be available to men who pay the full price of their medicines - not those covered by insurance. HOME The Good Drug Guide mental health in the third millennium Search biopsychiatry.com Drug Companies Just For Chemists Corporate Drug Pushers The Secret of Happiness? Medicines at the Millennium Big Pharma and Madison Avenue The FDA and the Drug Companies Drugs, Genes and Antiaging Research
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