{"id":4759,"date":"2004-03-14T18:58:57","date_gmt":"2004-03-14T22:58:57","guid":{"rendered":"http:\/\/blogs.law.harvard.edu\/formerlyknownas\/2004\/03\/14\/love-those-side-effects\/"},"modified":"2011-08-05T14:58:57","modified_gmt":"2011-08-05T18:58:57","slug":"love-those-side-effects","status":"publish","type":"post","link":"https:\/\/archive.blogs.harvard.edu\/ethicalesq\/2004\/03\/14\/love-those-side-effects\/","title":{"rendered":"Love Those Side Effects"},"content":{"rendered":"

No, it\u2019s not Sweeps Week, and the topic is neither legal ethics nor haiku. But, I just have<\/em> to say something about the current advertising campaign for the drug Cialis<\/a>\ufffd in its battle against ED<\/a>.<\/font><\/p>\n

\"embrace You\u2019ve surely seen the ads: A couple side-by-side in matching, outdoors bath tubs, with a gorgeous sunset, and the catchy phrase, \u201cif a relaxing moment turns into the right moment . . . will you be ready?<\/em>\u201c<\/font><\/p><\/blockquote>\n

The tone and esthetics seem just about right for the medication\u2019s Middle Aged target audience (and their partners). But, I\u2019ve been thinking the lovely scene was merely foreplay for the usually-anticlimactic side-effects warnings<\/em>.<\/font><\/p>\n

<\/font>Normally, pharmaceutical ads end with an annoying rush of speed-talking, cramming in a lengthy litany of warnings about who should not take the drug and the possible side effects. But the Lilly-ICOS-Cialis ad is very different. The voice-over is clear, and the speech slow and calm, working up to the only truly serious side effect to be mentioned: <\/font><\/font><\/p>\n

<\/font><\/p>\n

The most common side effects with Cialis were headache and upset stomach. Backache and muscle ache were also reported, sometimes with delayed onset. Most men weren\u2019t bothered by the side effects enough to stop taking Cialis. Although a rare occurrence, men who experience an erection for more than 4 hours (priapism) should seek immediate medical attention<\/strong>. <\/font><\/em><\/font>
\n<\/font><\/p>\n

\"stopwatch\" . . settle for 2 hours?<\/font><\/strong><\/em><\/font><\/p>\n<\/blockquote>\n


\n<\/font>Did you catch that last side effect? I added the bold here, but I have the feeling that most men (and a lot of their partners) add the emphasis for themselves. Four Hours<\/strong><\/em>. And, maybe they next think, \u201cOkay, he said it\u2019s rare, but I\u2019d settle for one or two hours.\u201d<\/font><\/font><\/p>\n

<\/font> <\/font><\/p>\n


\n<\/font>Is this just the same old skepticalEsq <\/em>cynicism? Could be. But, there are<\/em> quite a few other warnings that might have been added to that list \u2014 e.g., <\/em>Cialis is not to be used by women or children under 18, or men with certain forms of lactose intolerance. Allergy issues might also exist, along with possible vision effects. [For a full list, see the Lilly ICOS <\/font>patient information<\/font><\/a> sheet, or the Cialis\ufffd website <\/font>Safety<\/font><\/a> page.]<\/font><\/font><\/p>\n

Prospective users might also want to know that<\/a>: \u201cCialis does not work if there is no sexual stimulation. You and your partner will need to engage in foreplay, just as you would if you were not taking a medicine for [ED]\u201d<\/font><\/font><\/p><\/blockquote>\n

\"hazard\" Of course, if the longer list of side effects were given \u2014 as seems to be the norm in most drug ads \u2014 the audience just might miss that intriguing 4+ hours warning. Side-effect as selling point<\/strong>. I hope law-firm marketers don\u2019t get wind of this notion. <\/font><\/font><\/p>\n