Drugmakers take an upbeat view as Viagra goes generic

"In hospitals, sales of ED medication produced by the three foreign companies will be steady because ED medication is a prescription drug," said Guo.

However, Guo pointed out that in the retail channel, cheaper "China-made Viagra" will be popular with consumers.

"Pfizer will continue to offer branded Viagra to ensure that men with ED have ongoing access to a Pfizer medicine that they already know and trust," said Ou Yangjie, senior corporate communication manager at Pfizer Investment Co Ltd.

Ou said in an e-mail to China Daily that Pfizer remains committed to men with ED and continues to invest in innovation to ensure that patients and prescribers have continued access to its products.

According to the 2013 Asia-Pacific Sexual Behaviors and Satisfaction Survey, only 30 percent of premature ejaculation sufferers in China sought medical treatment, compared with 55 percent throughout the region.

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