Lilly Icos Launches Cialis Promotion

Lilly Icos LLC launched a limited-time promotion Monday for its erectile dysfunction treatment Cialis, promising to pay for a trial of a competing product if users are not satisfied.

The joint venture between pharmaceutical company Eli Lilly & Co. and biotech company Icos Corp. said its “Cialis Promise” is a pharmaceutical industry first.

Open to men who have never tried Cialis before, Lilly Icos will issue a voucher for a free trial of a competing erectile dysfunction treatment if the patient is not satisfied with a free trial of Cialis. If the patient is satisfied, the company will issue a voucher for a second free trial of Cialis.

Cialis, the most recent entry into the erectile dysfunction market after receiving Food and Drug Administration approval in November, competes with Pfizer’s Viagra and GlaxoSmithKline and Bayer AG’s Levitra.

Lilly Icos did not say how long the offer would last.

Shares of Lilly recently traded up 10 cents to $67.10 on the New York Stock Exchange. Shares of Icos recently traded down 12 cents to $25.03 on the Nasdaq National Market.

source:- http://www.forbes.com/