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NEW YORK (Associated Press) September 23,2002 Part 2 Dr. Irwin Goldstein is excited about the prospect of having new drugs for patients where Viagra hasn't proven effective. He noted that at the International Society for Sexual and Impotence Research meeting Monday, Bayer and Glaxo will be releasing data showing that 74 percent of men taking a 20 mg dose of Levitra and 77 percent taking a 10 mg dose were able to complete penetration on their first attempt, compared with 45 percent taking placebo. A Pfizer study found that about 55 percent of men using Viagra can complete sexual intercourse on the first try. The FDA's conditional approval helped Pfizer, but hurt Glaxo and Lilly, both of which are struggling because some of their top-selling drugs have lost patent protection. The delay was especially painful for Bayer, which had its cholesterol lowering agent removed from the market in 2000 after it was linked to at least 40 deaths. Those problems have contributed to Bayer's disappointing earnings and decision to lay off 13,000 people by 2005. The company also is seeking a partner for its pharmaceutical business. "Levitra is quite important to Bayer. It is the most important drug in our pipeline for the foreseeable future and it would be nice to have it out as soon as possible," Bayer spokesman Guenter Forneck said. Bayer developed the drug and is co-promoting it with Glaxo. The details of the arrangement have not been released but Catherine Arnold, an analyst with Sanford C. Bernstein, estimates Glaxo will eventually receive 50 percent of Levitra's profits, which she expects to reach $1 billion by 2007. She estimates it will take three years for Levitra to become profitable because of its high development and marketing costs. It took over a year to whittle roughly 700 name candidates down to Levitra, which was formerly know by its generic name vardenafil. Levitra is derived from "le," which is the French masculine pronoun and "vita" which is Latin for life. The flame was chosen as the logo because "it is a primal symbol for sexuality and vitality," said Robert Recobs, managing director of the New York office of Brand Institute Inc., which helped name Levitra. The new name is the only hint of the marketing campaign. Glaxo, Bayer and Lilly all declined to comment on specific plans because FDA regulations prohibit companies from making statements about unapproved drugs. Pfizer has used celebrity spokesmen such as Bob Dole, race car driver Mark Martin and baseball player Rafael Palmeiro to promote its product. And Lilly says it's likely to use a similar approach. "When your target market is men 40 to 60, it is pretty clear what your avenues for advertising are," said Matt Beebe, a Cialis brand manager.

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