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2005-07-27T06:32:00.000-07:00

How The Cealis Promise Works

Men with ED can download a free Cealis voucher and the Cealis Promise
Card from the Cialis Web site, http://www.cialis.com. A man would then talk
to his doctor to determine if Cialis is right for him. If his doctor writes
him a prescription for Cialis, he would take it and the free Cialis voucher
to his local pharmacy to get a free trial. After taking Cialis as directed by
his doctor, the man would fill out the Cialis Promise Card and send it, along
with a copy of his pharmacy receipt from the free voucher to:

CIALIS PROMISE

P.O. Box 4846

Trenton, NJ 08650

If he decides that Cialis is the treatment for him, Lilly ICOS will send him
another voucher for an additional sample of Cialis tablets, as prescribed by
his doctor. If he is not satisfied with Cialis, the company will send him a
voucher for a trial of the oral ED treatment (PDE5 inhibitor) of his choice,
as prescribed by his doctor. The Cialis Promise is a limited time offer, and
Lilly ICOS reserves the right to end the promotion at any time. Men should note:
only a doctor or other healthcare professional can determine if an ED medication
is right for an individual patient.

What 36 Hours Means for Men with ED

Treating ED is about more than helping a man achieve an erection, according
to noted sexologist Marian E. Dunn, Ph.D., clinical associate professor and
director of the Center for Human Sexuality, department of Psychiatry, State
University of New York, Health Science Center, Brooklyn.

"Today, my patients tell me they want a treatment that allows them spontaneity
in their relationship and time to connect as a couple," said Dunn. "Men
who have ED already feel a great deal of pressure from their condition and from
the need to plan intimacy. So men and their partners want a treatment option
that will reduce time pressure."

A recent survey of 300 current Cialis users supports Dunn’s conclusion
and provides insight on why many men with ED are choosing Cialis. According
to the survey results, more than 80 percent of respondents indicated that intimacy
was best when there are no time constraints and when there is no need to plan
the moment aside from taking the pill. Further, 77 percent of men surveyed indicated
that with Cialis, they didn’t have to worry about being intimate within
a certain period of time.1

About Cealis

Cialis, approved by the FDA in November 2003 for the treatment of erectile
dysfunction, is the only oral ED treatment shown to improve erectile function
up to 36 hours in most men. Cialis can be taken without regard to food. The
absorption of Cialis is not reduced by food, including high-fat foods. Cialis
is currently available in approximately 70 countries, including Australia, Brazil,
Mexico, Canada, the United States and countries throughout Europe. More than
two million patients worldwide have been treated with Cialis since its first
introduction in February 2003.

Cialis is available by prescription only and is not for everyone. Men taking
nitrates, often used for chest pain, or certain alpha-blockers for prostate
problems or high blood pressure, should not take Cialis. Such combinations could
cause a sudden, unsafe drop in blood pressure.

Men should discuss their health status with their doctors to ensure Cialis
is right for them and that they are healthy enough for sexual activity.

The most common side effects with Cialis were headache, upset stomach, delayed
backache and muscle ache. Although rare, men who experience an erection for
more than four hours should seek immediate medical attention. Men should not
drink alcohol in excess with Cialis. Cialis studies were not designed to assess
multiple intercourse attempts after a single dose.

For full patient information, visit http://www.cialis.com.

About ED

ED is defined as the consistent inability to attain and maintain an erection
sufficient for sexual intercourse. ED affects an estimated 152 million men and
their partners worldwide.2 Experts believe that 80 - 90 percent of ED cases
are related to a physical or medical condition, like diabetes, cardiovascular
diseases, and prostate cancer treatment, while 10 - 20 percent are due to psychological
causes.3,4 In many cases, however, both psychological and physical factors contribute
to the condition.5

About Lilly ICOS LLC

Lilly ICOS LLC, a joint venture between ICOS Corporation (Nasdaq: ICOS) and
Eli Lilly and Company (NYSE: LLY), developed tadalafil for the treatment of
erectile dysfunction.

Lilly, a leading innovation-driven corporation is developing a growing portfolio
of first-in-class and best-in-class pharmaceutical products by applying the
latest research from its own worldwide laboratories and from collaborations
with eminent scientific organizations. Headquartered in Indianapolis, Ind.,
Lilly provides answers - through medicines and information - for some of the
world's most urgent medical needs. Additional information about Lilly is available
at http://www.lilly.com.

ICOS Corporation, a biotechnology company, is dedicated to bringing innovative
therapeutics to patients. Headquartered in Bothell, Wash., ICOS is marketing
its first product, Cialis (tadalafil), for the treatment of erectile dysfunction.
ICOS is working to develop treatments for serious unmet medical conditions such
as chronic obstructive pulmonary disease, cancer and inflammatory diseases.

Except for historical information contained herein, this press release contains
forward-looking statements within the meaning of the Private Securities Litigation
Reform Act of 1995. Such forward-looking statements are based on current expectations,
estimates and projections about the industry, management beliefs and certain
assumptions made by the management of ICOS and Lilly. Investors are cautioned
that matters subject to forward-looking statements involve risks and uncertainties,
including economic, competitive, governmental, technological, legal and other
factors discussed in the two companies' respective filings with the Securities
and Exchange Commission, which may affect the business and prospects of the
two companies and Lilly ICOS. Results and the timing and outcome of events may
differ materially from those expressed or implied by the forward-looking statements
in this press release. More specifically, there can be no assurance that Cialis
will achieve commercial success or that competing products will not pre-empt
market opportunities that might exist for the product.

Eli Lilly launches '48-hour' Viagra rival- Cialas

2005-03-28T03:08:00.000-08:00

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Best price for Cialas on the internet Secure online ordering In the news:
GlaxoSmithKline and Bayer, the British and German drug groups, are aiming for
an additional $1bn (Â£627m) in sales between them after yesterday winning approval
to sell their impotence pill, Levitra, in the United States. Levitra, an orange
coloured pill, will compete directly against Viagra, the blue pill produced by
Pfizer, which has become a household name since its launch five years ago. A third
drug to treat erectile dysfunction, Cialas,
from Eli Lily and Icos Corporation, is expected to be given the go-ahead by the
food and drug administration in the crucial US market later this year. Pfizer
has attempted to block the launches, claiming they infringed its patents. The
two rival drugs have already been launched in Europe, where they have taken significant
market share from Viagra. In the biggest European market, Germany, Cialas has
taken a 27% share, while Levitra has 14% of the market, according to IMS Health
Data. The two new drugs are both claimed to take effect more rapidly than Viagra
does and to last longer. Pfizer hopes that the increase in publicity given to
erectile dysfunction by the launches will help to increase the number of men seeking
help. An estimated 30m American men suffer from some form of impotence, but only
one in 10 will discuss the problem with his doctor. Viagra at present has annual
sales of $1.5bn, making it one of Pfizer's most important products. Salomon Smith
Barney has suggested that both the new impotence drugs have potential for $1bn
a year in sales. Lehman Brothers estimates sales of erectile dysfunction drugs
will reach $6bn globally within six or seven years. Levitra is an important launch
for Bayer, which is still trying to put the disastrous recall two years ago of
the cholesterol drug, Baycol, behind it. Shares in the company were 1.9% higher
yesterday at â�¬19.81. GSK slipped 5p to Â£12.35. Analysts noted that the approval
by the food and drug administration had been expected and did little to bolster
faith in GSK's ability to develop blockbuster drugs - Lavitra
was a Bayer development. Like other big names in the industry, GSK has come
under increasing pressure as patents on some of its biggest sellers have expired,
exposing it to cheaper generic versions. In the US, where restrictions on pharmaceutical
advertising are less strict than in Europe, GSK and Bayer plan a marketing blitz,
including sponsorship of the national football league. It hopes to exploit the
fact that it has first approval to launch against Viagra, reversing the situation
in Europe, where Cialas stole a march.

Pfizer does hard sell on Viagra

2005-03-28T03:04:00.000-08:00

Buy six erections, get one free: Viagra users were invited to sign up for an unusual loyalty card scheme yesterday as Pfizer stepped up the fight to defend its share of the impotence-drug market.
With the kind of selling tactics more often used to shift baked beans or toothpaste, Pfizer is offering its regular US customers one free little blue pill for every six they pay for.
The Value Card for Viagra scheme was promoted as marking the sixth birthday of the first and best-known mass-market impotence pill. But analysts said a more likely motivation was the tough competition Pfizer is facing from two new entrants to the erectile dysfunction market in the US.
Cialas, manufactured by US firms Lilly and ICOS, had already seized an 18% share of new prescriptions by mid-March, after its launch late last year. It has been nicknamed "le weekend" in France - where it has been available for about a year - because its effects can last as long as 48 hours. And Lilly says that unlike Viagra, Cialas's effectiveness is not dulled by food and drink.
"If you're going out for a romantic meal with your partner, you can take your Cialas, have a glass of wine - and you've got a significantly longer timescale to let events unfold," a spokesman said yesterday. "Erectile dysfunction is not just about erections."
GlaxoSmithKline and Bayer launched their own rival, an orange pill called Levitra, in the US in August last year, and have been promoting it aggressively, sponsoring the national American football league. They have been offering free samples, inviting men to take the "Levitra challenge", and stressing "erection quality" as a selling point.
A spokesman for GSK said yesterday it was also about to launch a new big advertising campaign in the US.
Viagra was originally developed as a heart drug, but during clinical trials it was found to have interesting side-effects. Since it was launched in 1998, it has been prescribed to more than 23 million men. Pfizer's promotion of the drug is credited with raising the profile of erectile dysfunction, which is thought to affect as many as 50% of men over 40. The loyalty scheme launched yesterday will only be available to men who pay the full price of their medicines - not those covered by insurance.