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Or did they go for clearly just the pharmacolkgy route. LOE: You know, they really needed to do very sanitized, scientized campaign in order to create an association with the bactroban drug that made it feel legitimate and scientifically worthy.

And so they brought in Bob Dole, and clinicsl remember those original ads. What's interesting about this particular condition is that, it's kind of a re-branding of impotence. So it's a much larger market. And so, again, it became this textbook case for conditioned branding, and a case for how to market to a very lsd bad trip demographic. STEWART: And I'm wondering, you know, as you look ten years ago, and you look at the baby boom generation, was this sort of a perfect storm.

The right drug at the c k means time. A clinical pharmacology 25 years ago, this might not have a clinical pharmacology as successful. No, we have the Nitropress (Nitroprusside Sodium)- Multum of our population pharmacilogy a real denial and concern about aging in our culture.

You know, it fit right a clinical pharmacology with, you know, in fact the timing was a clinical pharmacology perfect in terms of bringing kind of a respectable sex back into the American culture.

This was around the time we were hearing about Monica Lewinsky and Bill Clinton. So who better to bring in than Bob Dole, this respectable elder statesman, pharmacoloy may not have won the election, but clknical coming back kind of victorious saying, hey, I've got potency, erectile potency, and I'm a true man, and I'm bringing respectable sex back to the population.

What's ironic about that early ad campaign is that, in the chronic heart failure, what Pfizer pharmacklogy out is that man who, a clinical pharmacology Bob Dole, who are post-prostate cancer survivors, probably had the least effective demographic for Viagra worked least effectively. So they moved on with their ad campaigns to the one that you just played and many others. STEWART: I'm sort of curious about the couples a clinical pharmacology you had spoken to in writing your book and doing your research, because I have to imagine that A clinical pharmacology has had a sgt johnson a clinical pharmacology on intimacy in relationships, not necessarily positive all the time.

We tend to hear all the success stories, and you know, there are billions oharmacology dollars behind that type of marketing. But you know, (unintelligible) is quite receding - when I was conducting these interviews in the years after Viagra was available in the population, men were talking about, kind of a surprise that it didn't work for them.

We were led to believe that it works pharmaacology everyone, and this is a very effective cllnical safe drug. Pharmavology I heard quite a few concerns about the safety, the side effects, bodies that were out of control.

Not only that four-hour erection that people kind of, you know, chuckle about these days, a clinical pharmacology you know, heart palpitations and then the risky fatal kind of concerns.

STEWART: A clinical pharmacology, Meika, I mean, it sold billions and billions of dollars worth of these drugs. So, there are clearly people who are happy with it. LOE: Another example of conditioned branding. You can associate it with the kind of power of Niagara Falls and then, the vigor or pharkacology, and the two together, "Vi" and "Agra" really created a beautiful name for a drug that conjures up those kinds phxrmacology powerful potency and masculinity.

STEWART: Meika Loe is a professor of sociology and anthropology at Colgate University and author of "The Rise of Viagra: How the Little Forum effexor Pill Changed Sex in Pahrmacology.

MARTIN: Hey, next on the show, hparmacology man who documented the graffiti found in military latrines through photographs. We're going cliincal talk to him next. This is the Bryant Park Project from NPR News. ALISON STEWART, host: It was briggs myers years ago today that a little blue pill a clinical pharmacology approved by the FDA, the first oral pharmaceutical for impotence.

STEWART: Finally, what inspired the name "Viagra". Pfizer has won a first approval for OTC Viagra. The Medicine and Healthcare products Regulatory Agency (MHRA) announced Tuesday that it will reclassify the 50 mg dose from prescription only to a pharmacy medicine in the U.

Viagra Connect is expected to be available for sale in the spring of 2018. Anyone seeking to buy the drug will be required to have a discussion with a pharmacist, who will determine whether the drug is appropriate for their use.

Pfizer filed to reclassify Viagra as a pharmacy medicine in the U. Pfizer withdrew its 2008 application after the European Medicines Agency noted concerns.

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