24 February 2006 - East meets West when Jerry Hall addresses Asian conference as global ambassador for new erectile dysfunction campaign
Shanghai, China – Model, actress and icon, Jerry Hall appears today alongside renowned sexual specialists at the ‘A Couple’s Solution’ press seminar to encourage men and women globally to Strike Up A Conversation and openly discuss erectile dysfunction with each other and with healthcare professionals. Jerry Hall’s first ever trip to China coincides with her debut in Asia as the new global ambassador for erectile dysfunction (ED). Bayer HealthCare manufactures Levitra (vardenafil HCl), an erectile dysfunction treatment. Ms Hall is supporting the highly successful global Strike Up A Conversation Campaign. At the press seminar, Jerry Hall talks about her role in the campaign, including highlighting the importance of the female partner when couples are experiencing sexual problems. The campaign and the appointment of Jerry Hall is part of Bayer’s ongoing commitment to communicating with men with ED, their partners and supporting the healthcare professionals that provide advice and management of the condition. Bayer’s commitment to conducting the world’s best research is reinforced by the new Asian Vitalsexual study into men’s attitudes towards their partners and sexuality. Jerry Hall explains, “Erectile dysfunction isn’t just a man’s problem, it affects his partner too. Women can play an important role in initiating a conversation about ED and I want to encourage men and women to openly discuss the condition and take positive steps to seek treatment by visiting their doctor. Though the topic can be difficult to address, confronting ED together will lead to a stronger, healthier and more fulfilling relationship”. New Asian data presented identifies the Asian Vitalsexual man. A study conducted in 5,010 men from Australia, Korea, Malaysia, Singapore and Taiwan via telephone CATI and internet survey, identified that 42% of men over 40 across Asia are Vitalsexual. A Vitalsexual man is a man over 40 who thinks that sex is important, wants to satisfy their partner, looks for spontaneity and would seek treatment if they had ED. The numbers of Vitalsexual men vary across Asia, where: 63% of men over 40 are Vitalsexual in Taiwan If Asian Vitalsexuals could improve something in their sex life, it would be to give more pleasure to their partners (40%), be more spontaneous (24%) and communicate more with their partners (24%). The ‘Sex and the Modern Man Report’ uncovered the Vitalsexual man in the west. Conducted in the UK, France, Sweden, Germany, Canada, Mexico, Spain, Brazil and Italy. Aggregated, 43% of the men over 40 in this group are Vitalsexual. In the western study 57% of men surveyed said they would definitely consider taking medication for ED. While in Asia, 49% of Vitalsexual men would definitely consider taking medication. 41% of Vitalsexual men in the west suffered erectile problems while it was 61% in Asia. 48% of men in the west say that stress affects their sex life while that number is 60% in Asia. Dr. Christa Kreuzburg, Senior Vice President Primary Care/International Operations, Pharmaceuticals, Bayer HealthCare AG commented, “Our partnership with Jerry Hall on the Strike Up A Conversation campaign fulfils our commitment to supporting men and their partners who experience erectile dysfunction as a couple. Working with a globally recognised figure enables many people to connect with her confident and bold character. We believe that Jerry Hall’s open approach to sex and relationships will encourage people to overcome their embarrassment and start talking. Previously ED has been stigmatised, but we hope that Jerry Hall and this campaign will help to reduce the stigma attached to the condition and encourage couples to seek information and advice about erectile dysfunction.” For further information about the campaign please refer to www.vitalsexual.com. About the Strike Up A Conversation Campaign The programme is guided by a panel of international experts in the fields of medicine, psychology, sexology, behavioural research and communications. Key global patient support groups and healthcare professional organisations also support the initiative. For more information please visit: www.vitalsexual.com About the Sex and the Modern Man Study (Western Vitalsexual Study) About Erectile Dysfunction About Bayer HealthCare AG The company combines the global activities of the divisions Animal Health, Biological Products, Consumer Care, Diabetes Care, Diagnostics and Pharmaceuticals. Bayer HealthCare employed 35,300 people worldwide in 2004. Bayer HealthCare’s aim is to discover and manufacture innovative products that will improve human and animal health worldwide. The products enhance well-being and quality of life by diagnosing, preventing and treating diseases. We are only one click away – our press service online: www.viva.vita.bayerhealthcare.com. Forward-Looking Statements This news release contains forward-looking statements based on current assumptions and forecasts made by Bayer Group management. Various known and unknown risks, uncertainties and other factors could lead to material differences between the actual future results, financial situation, development or performance of the company and the estimates given here. These factors include those discussed in our public reports filed with the Frankfurt Stock Exchange and with the U.S. Securities and Exchange Commission (including our Form 20-F).The company assumes no liability whatsoever to update these forward-looking statements or to conform them to future events or developments.
50% of men over 40 are Vitalsexual in Australia
39% of men over 40 are Vitalsexual in Malaysia
37% of men over 40 are Vitalsexual in Singapore
Only 26% of men over 40 are Vitalsexual in Korea
The Strike Up A Conversation campaign is a global health education initiative designed to improve communications between men with ED, their partners and doctors. The purpose of the public education campaign is to help every couple affected by ED to communicate openly about their sexual concerns, in order to find a treatment that improves a man’s erectile function and a couple’s quality of life.
This survey assessed the sexual opinions, concerns and attitudes of 8,500 men aged between 18 and 75 years from the United Kingdom, France, Germany, Italy, Spain, Sweden, Canada, Brazil and Mexico. The survey examined the importance of sex for men, their desire for improved sexual relationships, and the sexual difficulties they experience, in particular erectile dysfunction. The survey was conducted by the independent research agency IPSOS in 2005.
Erectile dysfunction (ED) is defined as the consistent or recurrent inability of a man to attain and/or maintain a penile erection sufficient for sexual performance. It is estimated that some degree of ED affects about half of all men over the age of 40 and that worldwide an estimated 152 million men suffer from ED. The number of men with ED is expected to more than double to 322 million by 2025. Despite the high prevalence of sexual dysfunction, experts estimate that only 15-20 percent of men with ED are currently treated.
Bayer HealthCare AG, a subsidiary of Bayer AG, is one of the world’s leading, innovative companies in the health care and medical products industry. In 2004, the Bayer HealthCare subgroup generated sales amounting to some 8.5 billion Euro.
