In November, the Medicines and Healthcare products Regulatory Agency (MHRA) announced that 50mg film-coated sildenafil tablets would be reclassified as a P medicine, and sold under the brand Viagra Connect, manufactured by Pfizer.

The product – which launches today (March 27) – will be “available in pharmacy and online from Boots exclusively for a two-week period, prior to being made available from wider pharmacies”, Pfizer announced.

NPA: “Restricting patient choice”

NPA chairman Ian Strachan branded Pfizer’s decision “incredibly disappointing”.

“Deals like this restrict patient choice and undermine confidence in independent community pharmacies,” he claimed.

“Furthermore, it points towards an inherent unfairness whereby vertically integrated companies can steal a march on their competitors with this type of sweetheart deal.”

While independents will be able to sell Viagra Connect from April 11, the NPA claimed “it could take other pharmacies significantly longer before their staff are trained and able to dispense the product”.

“A great step”

Boots UK pharmacy director Richard Bradley said the launch of Viagra Connect is “a great step in making this medicine more widely available to our customers”.

“Boots is the leading pharmacy-led health and beauty retailer in the UK with over 2,500 stores, making this medicine widely accessible,” Mr Bradley said.

“The launch further expands the role of community pharmacy and we hope that it will play a part in reducing pressures on the overall healthcare system.”

Pfizer responds

Responding to the NPA’s comments, Pfizer consumer healthcare UK general manager Paul Rose said the manufacturer is “keen to expand supply as quickly as possible to wider pharmacies via our usual channels” once the exclusive deal ends on April 11.

“We are certainly committed to helping independent pharmacists make the most of the launch of Viagra Connect,” Mr Rose added. “We will continue to hold discussions with all pharmacy organisations as we move forward with the supply of [this product].”

RRP and training

A four-tablet pack of Viagra Connect will retail for £19.99 and an eight-tablet pack for £34.99, according to Pfizer.

To support the launch, the manufacturer unveiled an “extensive” training programme for the product earlier this month (March 12), including e-learning modules, face-to-face sessions and regional meetings.

Digital training – available via hcp.viagraconnect.co.uk – includes videos, interactive content and print-and-keep resources, Pfizer explained. The site also includes the Viagra Connect checklist.