INDIANAPOLIS - Eli Lilly & Co., the manufacturer of the impotency drug Cialis has launched its marketing campaign in China with the release of a survey showing that 45% of middle-aged Chinese couples experience erectile dysfunction, according to Lilly sources.

With only one-third of Chinese couples seeking treatment, Lilly's campaign is targeted at raising awareness for treating the disorder. At the same time, Lilly has distributed its Cialis to
over 5,000 Chinese pharmacies.

Cialis' 36 hours of "effectiveness" has earned it the nickname "weekender" by Chinese couples. It's far longer lasting than it's rivals, Viagra and Levitra, so it gives a weekend window
of opportunity, according to sources.

Pfizer's Viagra and Levitra, jointly developed by Bayer AG, GlaxoSmithKline Pic and Shearing-Plough Corp. are already both sold in China.

Pfizer's Viagra was released into China in 2000.

Lilly hopes to gain a growing share of China's estimated $250 million a year impotence drug market.

Pfizer which does not release it's Chinese sales revenues, only stated that globally its revenues increased by 1% to $1.7 billion last year.

Lilly's Cialis surged 30% to $971 million on worldwide sales.