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Three out of every ten men who try Viagra or one of the other oral ED medications fail. Injectable Edex is proven effective in 70-80% of these cases. Problem is, the injection method scares off most patients and doctors.

Objective
Establish Edex (alprostadil injection) as a practical and effective alternative for erectile dysfunction (ED).

Elements
• Market Research
• Market Assessment Strategy
• Core Creative
• Website
• Trade Show
• Patient Ed Brochure
• Premiums
• Mailers

Challenge
Patients and physicians are reluctant to consider an ED alternative that involves self injection.

Big Idea
Change emphasis from the rigors of injection, to the benefits of success.

Results
Urologists report that up to 50% of patients who fail oral therapies now accept the injectable alternative when offered. New sample kit increases trial and refills.

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