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Menarini to raise awareness of sexual dysfunction

Survey reveals knowledge of men’s sexual health is poor among UK population
Menarini sexual dysfunction rugby ambassadors
The rugby player ambassadors of Menarini's sexual dysfunction campaign

Italian pharma company A. Menarini Farmaceutica Internazionale has launched a campaign to address poor awareness of sexual dysfunction in the UK.

The campaign follows the firm's Sex of the Nations survey, carried out in December 2013, which discovered that nearly a quarter (23 per cent) of respondents thought that premature ejaculation (ejaculation of less than one to two minutes) affected just one in ten men, when the figure is in fact twice as high, with up to one in five men affected. 

The findings also revealed uncertainty over how long men should take to climax during sexual intercourse, said Menarini. More than one fifth (22 per cent) of respondents thought that the average time was over 10 minutes, whereas clinical studies measure it at approximately five and a half minutes.

According to Sex of the Nations, this unrealistic expectation of sex has affected perceptions of satisfaction. The survey concluded that England is the least satisfied nation, with only 54 per cent of respondents satisfied with their sexual performance, compared with Wales and Scotland, at 60 per cent.

The new campaign – 'Firing Too Quickly' – is designed to raise awareness of premature ejaculation. In an unusual step for the pharmaceuticals sector, it will include nationwide cinema advertising, backed by information and support on the campaign website.

"We are delighted to launch 'Firing Too Quickly' and hope to support men (and their partners) in the management of premature ejaculation," commented Menarini general manager Marco Bernocchi.

"We are committed to providing healthcare solutions to enhance the lives of patients worldwide, and will continue to support healthcare professionals and patients in the field of men's sexual health in the immediate future."

Three international rugby players – Danny Care of England, Sean Maitland of Scotland and Dan Biggar of Wales – have signed up to front the campaign.

Article by
Tara Craig

21st January 2014

From: Marketing

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