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Erectile Dysfunction Drugs in Japan: Marketing Issues and Strategies

Published by: Decision Resources

Published: Dec. 29, 2005 - 12 Pages

The price of this publication has been reduced due to age. The full price was $1,900.

Table of Contents


Introduction

Overview of the Japanese Erectile Dysfunction Market

A Closer Look at Current and Emerging ED Drugs and Competitors

Factors Affecting Marketing of ED Drugs in Japan

Advertisement of ED Medicines

Lessons Learned from ED Marketing

Outlook




Table 1. The Erectile Dysfunction Market in Japan and the United States, 2004

Table 2. U.S. Promotional Expenditure for Erectile Dysfunction Drugs (thousands of dollars), 2004

Table 3. Mobile Phone and Internet Usage Among Population of Japan, 2005

Table 4. Japanese Mobile Internet Search Results for ED-Related Terms




Figure 1. Sales Performance of Viagra in the United States and Japan, 2000-2004

Figure 2. Viagra U.S. Prescription and Sales, 1999-2004

Figure 3. Viagra Sales in Japan, 2000-2004

Abstract

Japan--the second largest single-country pharmaceutical market in the world--represents a very large and relatively untapped erectile dysfunction (ED) therapeutic market. After providing an overview of the ED landscape in Japan, this report examines why promotional campaigns for the ED drugs available in Japan have failed to generate the level of sales that would be expected given ED therapies’ track record in other markets and the potential patient population in Japan. We hypothesize that, instead of helping alleviate any stigma attached to ED in Japan, manufacturers’ campaigns have actually exacerbated the challenge.

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