FirstMed Consulting Blog

Using the strap line Talk, Test, Treat, Eli Lilly (the company that manufactures ED drug Cialis), recently launched a groundbreaking erectile dysfunction awareness campaign, specifically targeting younger men who tend to neglect the problem.

The Lilly campaign is dubbed ‘40over40′ due to new statistics that show erectile dysfunction (ED) actually affects 40% of men over the age of 40. The whole campaign is designed to show any guy suffering from ED out there that he’s not alone and that the belief that only elderly men suffer from ED is inaccurate.

Adverts are being screened on terrestrial channels for three months from July, making it the first time a UK-targeted campaign of this kind has appeared on British television.
Although this campaign is technically “direct to consumer” it does not qualify as “advertising” under European law because it is unbranded, which means that no drug trade name is mentioned. Lilly still stands to benefit from increased awareness that the campaign will bring.

Firstmed welcomes the campaign as we know that too few men are aware that their erectile difficulties could be a sign of underlying health problems like smoking related damage, high blood pressure and raised cholesterol levels. Erectile dysfunction in younger men is not only damaging to their sex life, but can often occur as an indication of other serious health problems and may do permanent damage if left untreated.