Digital Pharma: Coming soon ... Dennis

Bayer Schering Pharma is using a Hollywood-style trailer to generate press and industry interest in a forthcoming international erectile dysfunction campaign.

Bayer markets ED treatment Levitra and has teamed up with Aardman Digital, a division of the Oscar-winning animation studio behind Wallace and Gromit, and UK digital communications agency Profero.

The campaign trailer made its debut on YouTube, and was publicised through Twitter.

Profero announced the campaign with a Tweet that read: "Coming soon. [The] story of a man. A delicate subject. And the tape they never wanted you to see. Discover Dennis"

The agency said the 'Discover Dennis' campaign would have "social media at its heart", explaining that the trailer had been put on YouTube in place of issuing a standard press release.

InBed: ED causes, treatments and medical advice

The Discover Dennis graphics are also used on Bayer's InBed website in eight slickly put together and engaging short animated films, which offer a humorous look at "one man's journey from droop to Don Juan".

The site also contains information on ED, how to approach your doctor about the condition and the importance of talking to your partner about any problems.

The website is explicit about who the InBed site is meant for ("international audiences outside the US and UK"), but its similarity to the (presumably UK-focused) 'Discover Dennis' campaign was initially confusing. (See update below.)

Levitra

Something Bayer will want the campaign to support is its new formulation of Levitra.

This was submitted to European regulators in August and, if approved, would make it the first 'orodisperible' tablet available for ED. This means Levitra could be taken more discreetly and conveniently than at present - instead of requiring water it would dissolve on the tongue within seconds.

Bayer say two large phase III trials found it to have the same efficacy and safety as the currently available tablet.

Update 29 September: The In-Bed website and 'Dennis' trailer currently on YouTube are part of the same campaign and Bayer is gearing up for a full launch of all of its activities and materials.

Its agency partner Profero confirmed to Pharmafocus these would form the basis of a global campaign, as part of which Bayer will roll-out country-specific versions over the coming months.

Dominic Tyer is web editor for Pharmafocus and InPharm.com and the author of the Digital Pharma blog. He can be contacted via email, Twitter or LinkedIn.