How Viagra used ecommerce to take on the counterfeiters

This event report discusses how Viagra, Pfizer's erectile dysfunction drug, sought to tackle the problem of counterfeiting by launching an ecommerce-based home delivery service.

How Viagra used ecommerce to take on the counterfeiters

Stephen WhitesideWarc

As the subject of more than 20 million online searches a year, Viagra – Pfizer's erectile dysfunction drug – generates a level of web traffic that would make many brands jealous. Less enviable is the fact a third of these inquiries lead consumers to sites selling copies of the product, not the real thing.

While elaborating on this problem, Lauren Ljubicich, Pfizer's director of marketing, told delegates at the ePharma Summit – an event held by the Institute for International Research (IIR) in New York in February 2014...

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