Pharma Marketing Blog: Why Do DTC Ads - "Viva Viagra" included - Stink?: "Lately, we've been witnessing a regression of sorts in the quality of DTC (Direct-to-Consumer) Rx drug ads. The recent 'Viva Viagra' ad, for example, is a throwback to the days before Congress was serious about banning DTC or imposing more restrictions on DTC (see 'Viva Viagra Ad is No Cure for Morte Sales').
The Viva Viagra campaign also reneges on Pfizer's pledge back in 2005 to focus more on disease awareness in its DTC advertising. At the time, I said that erectile dysfunction (ED) ads would be the litmus test for this change in policy (see 'Pfizer DTC Pledge: ED is Litmus Test'). Well, it seems that Pfizer has failed the test."
