People around 50-60 years old lived through two revolutions. No, we do not talk about politics, we are talking about sexuality. The first revolution, the one of free love, took place from the sixties onwards and had “the Hippies” as main characters, while the second, much more recently, did not have people as protagonists, but a pill, a little blue pill. The Viagra. Born to have a role completely different from what then it took over, Viagra has revolutionized the way of thinking to erectile dysfunction. In Italy, second European Country (after UK) in terms of sales, patent protection of the “pill of love” expires this June, we will see the effects
In the comedy “love and other drugs” Maggie (Anne Hathaway) and Jamie’s (Jake Gyllehaal) evolving relationship takes them both by surprise, as they find themselves under the influence of the ultimate drug, love. This would be pretty common if Jamie was not a pharmaceutical rep, responsible for the commercialization of the newborn “pill of love” Viagra in nineties. In that times, in fact, Pfizer had just released on the market the first and most famous treatment for erectile dysfunction. This was not only an innovation in terms of possibility to address unmet medical needs, but first of all a breakthrough for that part of male (and also female!) population that, for many reason, had lost their sexual happiness.