Despite generic competition from other drug companies, Pfizer was able to maintain a substantial market share thanks to the introduction of its own generic version of the blue, diamond-shaped pill.

At the end of 2017 Pfizer announced that a generic version called Sildenafil will be produced at half the price of the brand name. The company also said it would offer new rebate programs at that time and increase its rebates on copayment cards in order to make the brand version more accessible to patients.

According to GoodRx, 65 percent of ED prescriptions filled from December 1, 2018 to January 31, 2019 were for Viagra or its generic version. Thirty percent of the prescriptions were for the rival Cialis and its generic Tadalafil. Levitra and Generic Vardenafil took third place with 5 percent of the market.

In addition, the gap between prescriptions filled out for brand names and generics is huge. Ninety percent of prescriptions filled in the same two-month period were for Pfizer's generic version, while GoodRx prescribed only 10 percent for the brand name.

"The data can not explain the reason why people take generic drugs over the brand or vice versa," said Tori Marsh, data and content manager at GoodRx. "But since Viagra is generally cheaper than the brand, costs are probably a factor here."

Marsh added that most health insurers demand that members be prescribed a generic if one is available, and that pharmacies give the generic.

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