We developed an integrated communication campaign - combining traditional PR and new media - in favour of Tadalafil (Cialis) a drug for the treatment of Erectile Dysfunction (ED) by Eli Lilly Italia.

The campaign faced a challenging arena: a strongly competitive market (despite the few players), a significant price reduction and a new product launch among competitors, as well as some bias related to the difficulty in recognising the disease and the unmet needs of the patients.Nevertheless thanks to the communication strategy and relevant activities, the campaign reached amazing results with a total number of 206,527,243 contacts and Tadalafil resulted to be, among the Phosphodiesterase-5 Inhibitors, the most reported in online conversations, mainly in its once-a-day formulation, with a positive sentiment from web users.

• Survey: 'Italians, Sex and Erectile Dysfunction', with the objective of getting new data in order to raise media attention and boost debate on ED; • Online activities on major male-addressed web portals, such as www.sportmediaset.it, www.menshealth.it and www.tgcom.it. In co-operation with the editorial staff, we created web spaces devoted to ED, where men could learn more about the disease by reading some articles conveying the key messages of our communications and, mainly, the importance of spontaneity in one's sex life, which is related to a healthy and sporty lifestyle, the need to see a doctor, co-morbidities, etc.• Scientific communication: press brief at SIU (Società Italiana di Urologia) focused on a review published in the Journal of Sexual Medecine - The right drug for the right patient - with KOLs involvement.

• Web monitoring of blog, forum, websites, communities, in order to have an overview on web users’ sentiment on ED and relevant therapeutic options.

Total audience reached: 206,527,243.Media Relations:• Overall coverage (April-December 2011, 9 months): 223 publications, with an increase of +33 versus publications obtained in all 2010.

• Readership: 77.864.367Online communications:• Total promo-boxes impressions: 128.648.465.• Total pageviews: 14.411.• Average reading time: 1 minute.Web monitoring:• Among the Phosphodiesterase-5 Inhibitors (PDE5Is) Tadalafil is the most reported in online conversations, mainly in its once-a-day formulation, with a positive perception/sentiment from web users.