We believe that the Testim Advertisement is appropriate and relevant to the product category. Testim is indicated for testosterone replacement in hypogonadal men. The lack of a sexual response is among the chief complaints of patients with low testosterone. Because patients respond differently to various delivery forms of testosterone replacement, our ad asks physicians to consider whether their patients are achieving an improvement in symptoms with their current medication. Our ad uses an iconic stock image of an attractive woman to pose that question in a way that attracts the attention of the reader. We believe that our advertisement makes good use of this cliché to communicate an important point about the effectiveness of Testim. The fact that this Advertisement is directed solely toward physicians also contributed to our decision. Physicians are an educated audience who are able to understand the message of this Advertisement in its appropriate context of optimizing testosterone therapy.

We did not feel that there was anything inherently degrading or inappropriate in the premise that an attractive woman may provoke sexual interest in a man with a normal testosterone level. This is a goal of therapy. Many patients seek help when declining sexual interest becomes a problem in their lives. When assessing whether a patient is responding to testosterone therapy, physicians will routinely ask their patients whether they have noticed an increase in their libido.

The advertising materials were reviewed by physicians who indicated that they found this approach to be clever, appropriate and reflective of the types of real issues that they face when treating patients with low testosterone. We recognize that advertising, particularly advertising dealing with sexual subject matter, can provoke strong responses. Nonetheless, we have received a great deal of positive feedback on this campaign, both for its appropriateness and for our willingness to break away from “traditional” pharmaceutical advertising.