In a recent clinical study sponsored by Lilly ICOS, 73 percent of men struggling with impotence preferred Cialis over Viagra for treatment of their erectile dysfunction (ED). The results of the head-to-head study add to a growing body of evidence relating to patient preference among oral ED treatments, reinforcing the growing popularity of Cialis over other popular ED treatments.

The study published in the European Urology Journal showed that not all ED treatments are created equal. Men with erectile dysfunction preferred Cialis instead of Viagra nearly three to one. And no wonder, for Cialis gives partners up to 36 hours to choose the moment that's right--a "nookie window" that better fits the natural patterns of love and intimacy. Other pills typically offer only five hours of effectiveness and produce more side effects.

For a consumer public that has become more comfortable with such formerly modest issues as incontinence, sexually transmitted diseases, and feminine hygiene, the latest contest over the best erectile dysfunction drug on the market comes off without a single blush. Popular oral treatments of ED such as Viagra, Cialis and Levitra are the next big thing from the pharmaceutical industry, and the competition is just heating up for the lion's share of a market forecast to be worth $3.2 billion in 2004.

(May, 2004)