Bayer the makers of the erectile dysfunction medication Levitra are determined to win market share from their big rivals Viagra and Cialis and in a new marketing campaign they are promising to give cost of the drug back to any men who use the Levitra and fail to have a satisfactory erection as a result. Some medical professionals however feel that Bayer have overstepped the mark for the ethical marketing of prescription drugs and that the money back guarantee gives men very high and possibly misleading expectations about erectile dysfunction drugs.

In Australia where the manoy back guarantee is being conducted Bayer HealthCare is encouraging doctors to give out a 'Levitra guarantee' with the prescription for Levitra, saying that Bayer will refund the 70 Australian dollars for the 4 pack if the drug doesn't work. The guarantee makes it clear that the word of the patient will be enough for them to get their money back and they won't need to provide proof! It is unlikely that men will apply for their money back as they will have to go through the humiliating experience of admitting impotence for only a 70 Australian dollar refund. In Scandanavia Bayer ran a similar guarantee and around 2% of men applied for a refund. However independent tests show that about 80% of men who use Levitra get good results with the drug.

The intensive marketing campaign is being promoted in the press and the adverts (which very clearly don't break the rules on the adverts for prescription drugs by mentioning the word Levitra) simply encourages men with erectile dysfunction problems to men to go to a web site where they can get a performance pack that will be sent to their doctor who in turn will issue a prescription.

Bayer HealthCare are treading very carefully these days after they were fined 100,000 Australian dollars in 2005 for overstepping the rules on the promotion of prescription medicines, however this new campaign has so far not attracted the attention of the medical authorities and is primarily an ED awareness campaign and is designed to break down the barrier between patients and doctor with regard to erectile dysfunction.

This marketing deal is running all through summer until September is probably the best attempt yet from Bayer to increase its market share and really get an edge on Viagra and Cialis.