[LaMattina, a former Pfizer Executive says...] Once generic competition occurs for a brand name drug, companies generally will stop direct-to-consumer advertising (DTC) for its medication. Why promote a brand name drug in the face of generics? You would just help drive sales of the cheaper generic forms. A company's DTC budget is better spent on drugs that still have exclusivity.
However, the impact on society for the loss of erectile dysfunction TV ads is unappreciated. No longer will fathers have the educational opportunity to answer the inevitable question by their 10-year-old daughters that arises during Sunday NFL games: "Daddy, what's erectile dysfunction?"
The subtle reminders of the importance of good hygiene
, now promoted by the Cialis commercials with couples in separate bathtubs, will be lost.
[LaMattina, however, suggests that the animated pink intestine that "Crooked Valeant" uses to promote its drug for irritable bowel syndrome will still be around for many years. That's why "Bubble Guts" is included in Pharmaguy's "Gallery of Drug Advertising Mascots