Jim Edwards over at BrandweekNRX recently blogged about JNJ's Dapoxetine (being tested to treat premature ejaculation). This drug had been rejected earlier by the FDA. However after additional trials, JNJ plans to file for this in Europe later this year (and they will re-evaluate their US plans). Here is the money slide from their recent investor relations presentation (you can download the full set of presentations here).
A casual Google search reveals that the prevalence of this condition is anywhere from 11% to 70% with most estimates around 29-30%. JNJ reports (from an American Urological Association study) that only 4% of patients seek treatment. So this drug, if approved, could be a big deal for JNJ (if there are no safety concerns - this is a differentiated SSRI).
Also the "recreational" use segment for this will be sizeable. If this product gets approved in the US, the DTC campaigns should be interesting. While JNJ's advertising will initially start with sober clinical definitions of this condition and the need for treatment, it is only a matter of time before they take the "downward" spiral that ads for Viagra etc have taken (see here and here).