Pfizer Asks Shops to Plot Next Step for Viagra

In the six years since its introduction in the U.S., Pfizer’s Viagra has become as synonymous with the treatment of erectile dysfunction as Xerox is with copiers.

But with the September introduction of GlaxoSmithKline’s Levitra and the FDA’s approval of Eli Lilly and Icos’ Cialis in November, Pfizer no longer has the $1 billion-plus category to itself.