For years, the market for the "little blue pill" was plagued by counterfeiters targeting men who were too embarrassed to visit a traditional pharmacy. In May 2013, Pfizer launched a direct-to-patient website, Viagra.com, allowing customers with a valid prescription to bypass the pharmacy counter.
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The move was primarily designed to combat a massive black market where an estimated 77% of Viagra bought from non-official online pharmacies was counterfeit. For years, the market for the "little blue
While the 2013 direct-sale model was revolutionary, the market has since changed drastically: Pfizer Begins Selling Viagra Online - The New York Times Pfizer launched a direct-to-patient website