#25 - Viagra touted its offer for 2 reasons: 1) to avoid embarrassment of buying in person, and 2) reliability. The 1st reason assumes consumers are buying online due to privacy concerns, but price is the bigger driver. Pfizer must emphasize the 2nd reason emphatically to stave off imitators! What are the risks? Are savings worth it? Who certifies safety? One of brand's primary functions is elimination of risk. What's riskier than unregulated mystery pills? Pfizer, hammer home this…
#9 - It started to make more sense when they showed people who might actually use the pills. They used comedy to diffuse this uncomfortable topic, which really lightened it up and made it easier to relate to. Guys dancing to Queen in the street emerging from their suburban homes, Marcelo remembers this was actually funny...could more people be in the same situation, is it totally normal and common to aging, like arthritis, you just go get the drug?
#15 - He checks out Pfizer.com, but this is not the same coherent experience. Its obviously the company that makes Viagra, but they make other things also? They list their drugs in alphabetical order? But there are so many, not categorized. It looks to be geared toward investors. It talks a lot about company leaders, and less about the company and its products (to research in brand audit - they do well with drugs as brands, less coherent on Pfizer as a brand - lots of opportunity here)
#24 - In order to combat the threat, in what is considered an industry first to many, Pfizer announced plans to sell Viagra direct to the consumer via its website. The mail order prescriptions will be filled by CVS, lending credibility to delivery drugs in this joint effort. Might this persuade Marcelo to shy away from online purchases of cheaper imitation Viagra?
#20 - Marcelo picks up his prescription at the doctor and heads to the pharmacy to fill it. When he goes to pay he sees these things are expensive! Insurance doesn't cover it, and the pills cost up to $25 each! He supposes its worth it but realizes this could get expensive.
#18 - Pfizer must also sell to and educate the doctors that will prescribe the drug to the patient. Sales reps cultivate relationships with doctors and keep them informed of a drug's benefits and uses. Pfizer pays these reps well to ensure the product is accessible and marketable in the sales channels that are doctor's offices.