Viagra loyalty scheme by Pfizer

PFIZER is introducing a buy-six Viagra get-one-free sales pitch as the innovative impotence drug faces up to strong competition from new rivals Levitra and Cialis.

Yesterday, in the US, Pfizer launched a sales programme called The Value Card for Viagra. The programme offers men a convenient way to get a free Viagra prescription every time they fill six eligible prescriptions. Pfizer in Ireland did not respond to questions about the availability of the special offer in this country.

For most of the six years since its launch, Viagra had the field to itself, but GlaxoSmithKline and Bayer began selling their impotence pill, Levitra, in the US last summer. A few months later Cialis was rolled out by a joint venture of Eli Lilly & Co and Icos Corp.