Tuesday, July 13, 2004

Stiff Promise

From Salon/AP:

Hoping to boost new prescriptions, the makers of Cialis are launching a new program that guarantees patients’ satisfaction with the erectile dysfunction drug.

The program, called “Cialis Promise,” lets patients to try the drug for free, If they don’t like it, the pills will be replaced free with one of the rival brands, Viagra or Levitra.

ICOS Corp. and its partner, Indianapolis-based Eli Lilly & Co. will begin touting the offer in new television and print ads set to launch Monday.

Paul Clark, chairman and chief executive officer at ICOS, said he’s betting the ads will back up what studies have shown: that Cialis is preferred over its two competitors.

“We’re putting our money where our mouth is,” he told The Herald of Everett. [Emphasis added]

Okay, anybody want to hit that one out of the park?