Import of LIvitra and Cialis Permitted

A fierce war has just got started in South Korea among producers of medicine for erectile dysfunction patients.

The Korea Food and Drug Administration announced yesterday that it would allow the import of Cialis, a so-called super-Viagra. A pill of Cialis reportedly helps a man to maintain the erection for two to three days. The Administration is believed to permit sale of Levitra in the domestic market during August. The pill is reported to help a person erect within 15 minutes of taking the pill.

Thus, men will enjoy a wider range of choices, while the competition among pharmacists will become fiercer.

The drug manufacturers are engaged in an advertising war, featuring the benefits of their own products.

The manufacturer of Cialis features the long lasting effect of its product, while highlighting the side effect of Levitra, which might cause the eyesight of a person to get bad. On the other hand, the Levitra producer puts emphasis on the swift effect of its product, and hype up the possible damaging effect of Cialis to the muscle.

Pfizer, which has dominated the market with Viagra, has been distributing research results to doctors. According to a research, 90% of men engage in sexual conduct within one to three hours from determination of such, and, therefore, there is no need for quick or long lasting effect.

They even contest the effects to the court. Pfizer filed a lawsuit with a US court last October against its rivals, alleging copyright violation. The three drugs differ from each other in minor ways. But all of them have the same effect of preventing the work of PDE-5, which functions to deter erection.

In addition, each of the three producers uses a different advertising strategy.

The Levitra camp is marketing doctors, since they have the sole authority to issue prescriptions. Since last year, the company has hosted 10 seminars and invited experts from other countries.

On the other hand, Eli Lilly, the manufacturer of Cialis, employs a "reputation strategy." The company wishes to "spread the word" through patients. It also hassles journalists and reporters with a load of press releases.

As agitated as it may be, Pfizer expects that the current 40 billion won market will get bigger with the launch of the competing drugs.

Chunnam University medical professor Park Kwong-sung predicts, "At first, people in 40s and 50s took Viagra. Now, the range has widened to cover all age groups. Furthermore, people are beginning to demand the insurance coverage for purchase of the medicine. This trend will continue, I believe."

Seong-Ju Lee Jin-Han Lee stein33@donga.com likeday@donga.com