JANSSEN-ORTHO OFFERS PRESCRIPTION FOR SEX
By Adnews Staff
Canadian men now have something Bill Clinton doesn't need. Janssen Ortho Inc. of Toronto launched a new prescription treatment for erectile dysfunction this week. Called MUSE, the medication is a pre-filled single-use applicator containing a micro-suppository of the drug alprostadil, a synthetic version of a substance in semen. The applicator is inserted into the tip of the urethra and a button is pushed to release the medication. MUSE works as a vasodilator to open blood vessels and increase blood flow to the penis. The drug will begin to create an erection in five to 10 minutes. The erection will last between 30 and 60 minutes. Because MUSE is used locally, it doesn't interact with other medications. The drug will be promoted using ads in medical journals. The campaign will be created by Cossette Communication-Marketing of Toronto. Janssen Ortho markets a broad range of pharmaceuticals used in infectious disease, psychiatry, neurology, gastroenterology, oncology, nephrology, women's health and avoidance of blood transfusions.