Viagra continues to be the most sought out erectile dysfunction treatment drug. For years, Pfizer has spent millions in Viagra advertising to ensure the ongoing popularity of the drug, and shows no sign of stopping, despite its recent association with melanoma.

In one of its most recent campaigns, Pfizer actually aimed its Viagra television campaign towards women. The logic behind this strategy was if the wives or girlfriends of men who are unsure about using Viagra were to be persuaded to believe that the drug was a reliable enhancer, then they would encourage their men to try the drug. These commercials show seductive women explaining that erectile dysfunction is a common problem, and that men should consider trying Viagra to not only get an erection, but to keep it.

This commercial was also meant to convince men, who may be reluctant to ask doctors about Viagra, to inquire about the drug because it may enhance their intimacy. According to medical experts, Pfizer’s strategy was sound, as many men dislike going to the doctor for erectile dysfunction issues, and facing the added stress of unsatisfied sexual partners. It is an interesting development because women have not traditionally played a significant role in Viagra marketing strategies. Previous ads have featured middle-aged men doing stereotypical masculine activities like deep-sea fishing or off-road trucking.

Marketing experts are unsure as to how this campaign will play out for Viagra due to how out-of-the box it is. Some experts argue that it approaches the difficulties of erectile dysfunction in a different angle, with a more sensual and reassuring approach. Others argue that men may be too skeptical, or miss the meaning of the commercial in general. On average, Pfizer spends more than $100 million a year in TV advertisements in order to maintain Viagra’s profit margin, so it is likely that Pfizer’s commercial will be a success.

Overview of Viagra Melanoma Association

As mentioned before, Viagra has been recently associated with melanoma which is described as not adequately mentioned in Pfizer’s advertisements. Viagra was first approved in 1998 to treat erectile dysfunction in adult and elderly men, and is a part of the PDE5 inhibitor drug family. These medications work by blocking certain enzymes, which promote blood flow to the penis. It continually tops pharmaceutical sales charts, bringing Pfizer about $2 billion in 2013.

Unfortunately, Viagra’s popularity does not protect it from potential liability in its alleged Viagra melanoma connection. While nothing has been conclusively proven or disproven about this link, the concern has become prevalent enough for some medical experts to reconsider prescribing Viagra. The primary theory behind this complication is that the medication causes certain biological pathways to open, which makes the patient more vulnerable to melanoma development.

In 2014, a study published in JAMA that linked Viagra to melanoma has become one of most referred to studies in this investigation. The study was co-authored by Dr. Abrar Qureshi of Warren Alpert Medical School at Brown University. Researchers observed 26,000 Viagra proteins; their results indicate that men who take Viagra may face an 84 percent greater risk of developing melanoma. Moreover, Viagra’s target market, men over the age of 50, are at the highest risk.

While the results were high enough for the conducting researchers to recommend further research, they stated that it was not significant enough for patients to cease taking Viagra. Additionally, the scientists also warned against physicians suddenly cutting off their patients from Viagra, as it could cause uncomfortable side effects. Currently, former Viagra users who are now suffering melanoma may be eligible to take legal action against Pfizer for allegedly failing to protect them against their drug’s side effect.