Prior to 1983, erectile dysfunction was considered a mental problem. This is because very little was understood about male sexuality. However, the discovery of phentolamine by Dr. Giles Brindley was a groundbreaking development as it paved the way for further development in this field (Brain, and Lambert). This discovery led to the understanding of how male sexuality works.
Viagra came into the scene in the 1990s, but it was certified by the FDA in 1998. Immediately after approved, the drug became a household name and a culture metaphor (Tiefer 273–294). Viagra is a trade name given to the drug Sildenafil, a Phosphodiesterase type 5 (PDE-5), inhibitor ("British Pregnancy Advisory Service (BPAS)"). Its primary work is to treat erectile dysfunction in men, and it does this by inhibiting or limiting the production of PDE-5 by the brain. Tiefer outlined that Viagra became the medical phenomenon because of its massive effectiveness and a worldwide campaign. He added that both the cultural forces and government policies supported the promotion that were in accordance with a medical profession and public interest in sex.
The penis serves two purposes namely; urination and ejaculation. Viagra helps in boosting ejaculation. Unlike phentolamine, Viagra only does its work when the man is sexually aroused. The question is: how is this possible? How does it work? A proper understanding of blood flow and male sex system will help us understand this.
The penis is not controlled by muscles unlike to other parts of the body. It functions with the aid of pressurized blood, and it uses corpora cavernosa, two cigar-shaped structures, to become erect (Brain and Lambert; “BPAS”).
This works in a very simple way. The blood supply to the corpora cavernosa through arteries makes it constrict by opening the veins, and the penis becomes non-erect. But when the arteries opens up due to pressurized blood, the vein constricts and the penis becomes erect. This happens when the man is aroused. Erectile dysfunction is caused by failure of the arteries to open up properly.
The heart pumps blood needed by the entire body but since different organs of the body needs different quantities of blood and there is a need to regulate the valves for blood flow to these organs. However, the brain helps in controlling the flow of blood to the various organs, as well as the closing and opening of the valve in the organs. Here is how it works for the penis: The brain conveys a signal to a nerve fiber which ends in a nerve cell called nonadrenergic-noncholinergic or NANC at the time of sexual arousal. The nerve cell produces nitric oxide (NO) that is injected into the blood and surrounding cells. In turn, the NO stimulates an enzyme known as guanylate cyclase in neighboring cells to begin producing cyclic guanosine monophosphate (cGMP). The cGMP instructs the smooth muscles to relax and thus blood flow increases. However, as the process proceeds, PDE decomposes the cGMP turning it back to GTP. The Viagra simply eliminates the PDE that decomposes the cGMP. This allows cGMP to build up within the penis and has a significant effect on the artery wall and consequently the degree of erection increases (Brain, and Lambert; “BPAS”).
Pfizer leverages massive and effective global public relations campaign to market Viagra. This is one of the reasons why it has become a household name today ("Pfizer"). The approaches leveraged in marketing Viagra include:
- Direct advertising to consumers that have helped the patients to engage in more informed conversation with their healthcare providers ("Pfizer").
- Transparency: One of Pfizer’s success secret is transparency as it discloses payments to healthcare professionals ("Pfizer").
In short, this paper investigated the factors that set the stage for Viagra becoming the medical phenomenon it did. It also deep-dived into male sexuality and blood flow and correlates it regarding how Viagra works by eliminating PDE-5 that decomposes cGMP. It also looked into the marketing strategies Pfizer employs in marketing the product.
Work Cited
Brain, Marshal, and Katie Lambert. "How Viagra Works? Anatomy of the Male Penis." 2014. N.p., E-mail. <http://science.howstuffworks.com/viagra1.htm>.
"Practicing Ethical Sales and Marketing." 2013. N.p., Online Posting to Pfizer. Web. 11 Oct. 2014. <www.pfizer.com/about/corporate_compliance/ethical_sales_and_marketing>.
Tiefer, L., (2006). Sexualities: The Viagra Phenomenon. Retrieved October 10, 2014 from http://www.sagepub.com/hillhsstudy/articles/Chapter12_Article%2001.pdf
Tiefer, Leonore. "The Viagra Phenomenon." Sexualities. 9.3 (2006): 273–294 . Print.
"Viagra (Sildenafil) Facts: What is Viagra?” 2010. N.p., Online Posting to British Pregnancy Advisory Service (BPAS). Web. 11 Oct. 2014. <www.bpas.org/bpasman/viagra>.
