Cialis Harvard Business Review Case Study The most relevant dimensions among which to segment the patient market for ED are the patients who would be interested in a medication for ED, the patients who would or would not come forward to talk to their health care provider and ask them about ED and what options there are to treat it, the patients who have health conditions that would not let them use a medication for ED, the patients who are unaware that there are options available for treating ED and the patients who have tried and failed with Viagra. The patients who would be interested in a medication for ED would need to be identified by both the pharmaceutical company manufacturing and marketing the ED medication and the patient’s health care provider who would prescribe the medication for the patient. Some patients would be eager to come forward to their health care provider about ED while other patients would be reluctant to discuss this with their health care provider. Physicians would need to ask some additional questions, during their patients’ office visits, to find out if there is an unmet need for treating ED with their patients. Physicians would also need to be aware of medical and health conditions that would disqualify patients from being prescribed a medication for ED. Serious medical consequences could result if a patient is prescribed an ED medication, whose medical conditions should disqualify them from ever taking an ED medication in the first place. The targets for Cialis should be the patients interested in a medication for ED, the patients who would or would not come forward to talk to their health care provider and ask them about ED and what options there are to treat it, patients who are unaware that there are options available for treating ED and patients who have tried and failed with Viagra. Viagra’s positioning in the marketplace is that it has become the common noun for the symptom that it treats, erectile dysfunction. Viagra became the subject of dinner time conversations, water cooler conversation, late night television jokes and became a cultural phenomenon in the United States. Pfizer used Bob Dole as its spokesman for Viagra and became a hero to the older target demographic for Viagra with his courage, humor and determination. The use of Bob Dole encouraged men and their partners to have discussions with their physicians about erectile dysfunction and Viagra. The most effective way to position to Cialis in the marketplace is to market the medication to patients who have tried Viagra in the past but it has failed for the patients and to those patients who want to want to the right moment for sexual intercourse. Cialis should use its advantage of a thirty six hour effectiveness compared to Viagra and Levitra. This would allow Cialis to position itself as the medication that allows couples to wait for the right moment, rather the pressure of engaging in sexual intercourse quickly because of the lower half life with Viagra and Levitra. By marketing to former Viagra users, it allows Cialis to tell the patients that there are other options now available and to give Cialis a shot. The most important messages to communicate to target patients is that Cialis allows you the flexibility to choose when you engage in sexual intercourse. This is a contrast with Viagra and Levitra, both of whom recommend that the peak effectiveness is within 4 hours of taking either Viagra or Levitra. Another message to communicate to target patients is that if you tried Viagra or other ED medications in the past, and it did not give you the