The little blue pill that keeps some of the adult industry's male talent working is facing competition from an allegedly stronger yellow pill. rnrn
Eli Lilly & Co and US biotechnology company Icos Corp rolled out Cialis, which they claim is a longer lasting treatment of erectile dysfunction (ED), throughout Europe, Australia and New Zealand. rnrn
The new, yellow pill stays active in the system for 24 hours, as opposed to three or four hours for Viagra, allowing greater sexual spontaneity by letting men and their partners choose the right moment for love-making. rnrn
It does not create a permanent state of arousal but allows men to achieve an erection in response to sexual stimulation.rnrn
In Australia, the government approved a statement that claims the pill can work up to 36 hrs. rnrn
Studies show it works in 80% of men with ED.rnrn
Viagra revolutionized the treatment of impotence since its introduction five years ago and has been a huge commercial success for Pfizer, with 2002 global sales of $1.74 billion. However, 50% of prescriptions are never refilled, indicating plenty of room for competition.rnrn
In addition to Cialis, GlaxoSmithKline Plc and Bayer AG expect to launch their new impotence drug Levitra later this year.rnrn
Viagra, Levitra and Cialis all work by blocking an enzyme known as PDE-5 that affects blood flow to the penis.rnrn
In the United States, Cialis has an "approvable letter" from the Food and Drug Administration, indicating the authorities are ready to approve the product pending resolution of some outstanding issues, the nature of which are unknown at this time. rnrn
Cialis is expected to launch in the US during the second half of 2003.rnrn
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