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69 Doctors are concerned that an anti-impotence pill could be subject to widespread abuse. Reports indicate that some Hollywood bedroom athletes have already tapped into an underground market for an injectible erection drug. The danger is that otherwise healthy men will take sildenafil to bolster their sexual performance and then become psychologically addicted, unable to achieve an orgasm without it. (Time)70 Such media coverage momentarily interrupted Pfizer’s sanitized campaign for Viagra and erectile dysfunction.
In an age of identity politics, both Viagra and Prozac have been claimed as tools for the construction of new and improved identities (masculine and feminine, respectively), in a way that a pill for, say, allergies, would not. Unlike blockbuster products that promise to treat balding or allergies, both pills have elicited concerns by various social groups, in part due to the vision of the world each promises. For example, Claritin does not threaten to rupture social norms and agreements by treating allergy problems.
If nothing else, these were men with generous health coverage or a willingness to spend ten dollars on a pill. Mainstream news articles and my own conversations with doctors, consumers, pharmacists, and marketers confirmed this narrow patient demographic but also suggested that a significant 24 INTRODUCING VIAGRA group of Viagra users departed from this patient profile. The Viagra users who were not accounted for by Pfizer were young men in their twenties and thirties, gay men, working-class men, disabled men, members of racial minority groups, men involved in sex work, and even women.
