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NEW YORK (Associated Press) September 23,2002 Part 1 When a drug's name is designed to conjure up thoughts of men and life and its logo is a symbol of passion, it can only mean one thing: the latest would-be Viagra competitor has been christened. It's called Levitra, the entry from Bayer AG and GlaxoSmithKline PLC into the erectile dysfunction market, which is virtually owned by Viagra. The Pfizer Inc. drug sales totaled $1.5 billion last year. Levitra's name was to be released Monday at a medical meeting in Montreal along with data that may find its way into what is expected to be a very expensive marketing campaign set to begin next year, when the drug is introduced. The companies declined to say how much they'll spend to promote Levitra, but the drug will get "whatever it takes" to resonate with consumers and doctors, said David Pernock, Glaxo's senior vice president and general manager of the pharmaceutical business unit. Last year, Pfizer spent $101 million marketing Viagra to consumers, making it the fourth most heavily promoted drug in the United States. And that's when Viagra had the market all to itself. Next year, Cialis, a drug from Eli Lilly & Co and Icos Corp., is also expected to hit the market. The battle for dominance in a condition that affects about 30 million American men -- about half of them over 40 -- is expected to be fierce. The new entrants will probably persuade more men to see a doctor about their problem, broadening the market, experts said. But men are notoriously reticent about visiting doctors and generally embarrassed to discuss erectile dysfunction. "This is a market that is driven by direct-to-consumer advertising," said Dr. Harin Pademan-Nathan, a urology professor at University of Southern California's Keck School of Medicine. "You have to spend millions to get men to the doctor." Levitra and Cialis were both expected to be greenlighted this year but the Food and Drug Administration granted only conditional approval, seeking further study on each drug. All three drugs work in the same way so the FDA wanted to ensure the new medicines were absolutely safe and effective before granting final approval, doctors said. Some doctors believe it will be difficult for Cialis and Levitra to establish themselves because Viagra's safety and effectiveness have been well documented in its five years on the market. There have been no published studies which directly compare the drugs. Each marketer has a raft of data to discuss its overall effectiveness as well as usefulness in various groups, such as men with diabetes or prostate cancer. Such data is especially useful for doctors. "None of these drugs is a major breakthrough and the biggest advantage Viagra has is that now 20 million guys have taken it," said Dr. Dominick Carbone, an assistant professor of urology at Wake Forest University. Continued Viagra Competitor Named - Levitra Part 2

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