Apricus' considerable challenge moving forward will be to turn Vitaros into a successful ED product. Vitaros is a cream containing alprostadil, which works by diluting blood vessels. Using Vitaros, however, is not as easy as smearing the cream on the penis and waiting for the erection to happen. To be effective, Vitaros has to be applied inside the head of the penis, through the opening to the urethra. It's a five-step process according to Apricus' instruction sheet:
1. Wash hands. Ready Vitaros dispenser (which resembles a syringe without the needle.)
2. Grasp tip of penis and "gently manipulate" the opening.
3. Apply as much Vitaros cream as possible to the opening of the penis by holding tip of dispenser above the opening and slowly depressing the plunger over 5-10 seconds. [Apricus warns men <i>not</i> to insert the Vitaros dispenser into the penis.]
4. Hold the penis upright for approximately 30 seconds to allow the cream to penetrate.
5. Wash hands because the cream can be irritating to the eyes. Doesn't that sound like fun? I won't harp on it here, but Vitaros' main side effects are localized burning sensation and skin irritation -- neither of which are necessarily the nicest feelings to experience while trying to have sex. Apricus isn't stupid. The company knows Vitaros is not a convenient or desirable ED therapy compared to Pfizer's (PFE - Get Report) Viagra or Eli Lilly's (LLY) Cialis. It's going to be a niche product used only by men cannot take the ED pills for medical reasons or for whom ED pills don't work. Apricus believes this slice of patients is financially significant, but it's up to the company to prove it.