Pfizer’s Latest Viagra TV Ad Offers Mobile SMS For Discounts

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Similar to how they vote for a favorite singer on “The Voice,” consumers can now text Pfizer for a reduction on erectile dysfunction drug Viagra. In what appears to be a first for a pharmaceutical company, Pfizer’s new television commercial for Viagra encourages patients to text keyword from their cell phone for special discounts.

In typical Viagra direct marketing style, this is not a soft selling message added to the end of the ad. The ad opens with the now-familiar woman in a dark blue dress asking, “Guys, do you want to save 50% on a one-year supply of Viagra for ED?” A close-up of her cell phone then grabs the screen with the promotional and textual keyword “VSAVE”, and she explains in voiceover how to get the discount.

Pfizer declined to comment on the promotion, a spokesperson citing, via email, “a policy against sharing competitive information.”

Text-based promotions like this are common in the world of consumer products, especially among retailers looking to attract new customers while creating a database of consumers to target for more marketing messages. When people text to register, they almost always have to agree to a registration program which also usually means more messages are coming in.

In the case of Viagra, send the economy code via SMS to a message that asks consumers to first respond “Yes” to enroll in the program and agree to “terms and full enrollment.” After answering “Yes”, Pfizer sends an electronic card that patients who have a prescription for Viagra from their doctor can show at the pharmacy to get the discount.

With the electronic card, however, patients agree to terms that include receiving an average of five text messages from Pfizer per month. The terms also allow the collection of data which may include the names, phone numbers, dates of birth, pharmacy information and prescribing physicians of patients. The information can then be used to “administer this program and provide program benefits such as savings offers, information about your prescription, refill reminders, new prescription requests, as well as drug updates. program and alerts sent directly to your device ”.

The information collected is the same as that collected by any other co-pay or offline discount program, of course. And users can unsubscribe and interrupt messages by texting “Stop” to the same number at any time.

The Viagra patent doesn’t expire in the United States for several years, but Pfizer has made deals with Mylan and Teva to each start selling their generic versions at the end of this year.

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