Abstract:

Greater access to information has allowed people to be more involved in their healthcare to the point where many health conditions can now be viewed as quasi-consumer markets. This creates a new landscape for marketers where customization is the key to designing campaigns that successfully target today’s consumers. This study uses data from 278 men with diabetes who also report having sexual dysfunction to describe how pharmaceutical marketers can use consumer information and illustrate the benefits and advantages of these insights. In various studies, the prevalence of ED (erectile dysfunction) in men with diabetes has been estimated anywhere between 20% and 90%, with most estimating between 35% - 50%. Clearly, this is an area with much unmet need and many marketing challenges.