Bayer have decided to promote their product aggressively in the market and have calculated that a price reduction of the lowest and middle strength medicines will get brand share.  They are fighting against Viagra and Cialis, but with a more recent product that may have some advantages, particularly in formulation. 

The price drop is dramatic and means that, from July 2010,  the basic 5mg dose can be purchased from Clinic Europe for just over £6 per tablet, which is over £2 per tablet reduction.  This borders on the three-piece-suite price drop levels. However, in this case it's a real reduction and not just a marketing ploy, based on offering for sale for 28 days in the previous six months somewhere in the UK. Savings like this are few and far between, especially in pharmaceuticals. 

Let's hope it works for them and encourages them to keep prices lower and possibly even reduce the top strength prices.