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Erectile Dysfunction
Erectile Dysfunction
Erectile Dysfunction

and the launch of Viagra
and the launch of Viagra
and the launch of Viagra

in South Africa (Par t1)
in South Africa (Part1)
in South Africa (Part1)

Andrew Oberholzer headed up the marketing team that launched Viagra in South Africa.
He is the founder of the Southern African Sexual Health Association.
He is currently the CEO of The Prostate Cancer Foundation.

Before the Viagra era, erectile dysfunction (ED) was women to take control of their reproductive choices.
referred to as impotence. The word comes from Latin,
and basically means “a lack of power.” Not surprisingly, Viagra was launched in South African in 1999 and the
many men who couldn't get it up felt embarrassed, product performed far below Pfizer's expectations. This
inadequate and somewhat disempowered. The cause was hardly surprising, as back in 1999 South African
was thought to be largely psychological, and men who men were sexually, very conservative when compared to
were brave enough to seek help were frequently referred their American counterparts. It took a good deal of
to a psychiatrist or psychologist. Not surprisingly, the research, and then some serious marketing to eventually
treatment success rates were very disappointing. There get Viagra moving in South Africa. Many men felt that
were no medications available, so treatment involved they couldn't speak to their GP about ED. They needed
either using a vacuum pump devise or administering to be reassured that sexual problems were legitimate
injections into the penis. Although these still have a role health problems and that their GP should definitely be
to play in the treatment of erectile dysfunction, they are their first port of call for any sexual problem that they
definitely less convenient that popping a pill. might be experiencing. We also had to get general
practitioners comfortable with talking about sex. The
Viagra was discovered by accident. Pfizer was research showed that men wanted their GP's to ask
conducting clinical trials on a new potential treatment for them about their sexual function, rather than having to
angina, a condition characterised by the sudden onset of bring it up themselves. Pfizer embarked on an extensive
chest pain caused by inadequate blood supply to the training program to teach GP's sexual health
heart muscle. The male subjects in the clinical trial interviewing skills. The program was a great success
reported a rather unusual side effect, amazing erections! and it was a huge relief for many men, when their GP's
The drug trials were quickly restructured to investigate would casually ask them “are you having any problems
the potential of sildenafil nitrate (Viagra) as a treatment with your erections?” Finally an opportunity to spill the
for erectile dysfunction. The drug proved to be highly beans and get some help!
effective and because no other oral medications were
available to treat erectile dysfunction, it was fast tracked When it comes to sexual health, things have changed a
by the FDA. When Viagra hit the shelves in the USA in lot since 1999. Pfizer did a lot to educate men and their
March 1998, it was an overnight sensation. We should partners about sex and to dispel so many of the
remember that the average America man over 50 was ridiculous myths and taboos surrounding erectile
from the baby-boomer generation. They had grown up in dysfunction. The advent of HIV in the eighties and its
the 60's and their generation was responsible for many rapid progression in Southern Africa forced South
of the cultural changes that took place in America. They African's at all levels to have to have open conversations
were far less sexually conservative than their parents about sex.
and the availably of the contraceptive pill empowered
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