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Erectile Dysfunction Drugmaker Taking on Viagra

By John George | Philadelphia Business Journal
|  Thursday, Mar 27, 2014  |  Updated 7:25 AM EDT
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Erectile Dysfunction Drugmaker Takes on Viagra

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A Chester County biopharmaceutical company is hoping to score customers for its new erectile dysfunction drug by pitching the product to college basketball fans during the NCAA men’s basketball tournament.

Auxilium Pharmaceuticals is launching an ad campaign for its ED drug Stendra which includes banner ads and a promotional video on  cbssports.com, where many people are going to follow March Madness. Getting Stendra to be a household name is no easy task, as it has plenty of competition in the $2 billion ED market from well-known products like Viagra, Levitra and Cialis.

The Chesterbrook, Pa. company's ads feature black-and-white ads touting how the drug can start working in about 30 minutes by using tag lines like: “This time he was ready ... before room service arrived."

Auxilium, looking to expand its presence in the men’s health field, acquired Stendra last year from Vivus Inc. in a deal valued at up to $300 million. To learn more, check out the story I wrote about Auxilium’s David versus Goliath battle with Big Pharma earlier this year. Read more about this story on PBJ.com.

For more breaking business news go to PBJ.com

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