The following table shows how Viagra price has gradually risen during the past decade (numbers are approximate – data obtained from BNET):

These remarkable and continuing raises in Viagra’s price by its maker, Pfizer, can be attributed to some different reasons explained below.

The first and foremost cause of Viagra’s increased price is the loads of money that Pfizer has to spend on the promotion of this medication. Pfizer has spent millions of dollars all over the globe in order to keep their precious brand “Viagra” above all other competitor brands, especially Eli Lilly’s Cialis and Bayer’s Levitra.

Another factor that makes Pfizer increase the price of their drug is the “legal price” of maintaining this huge and controversial brand. Pfizer has faced countless lawsuits, and a considerable number of those lawsuits were regarding Viagra. Pfizer had to pay billions of dollars in legal fees and settlements over the years. By the way, just recently Pfizer has been sued and agreed to pay a record $1.2B criminal fine for fraudulent, off-label marketing of some of their drugs, including Viagra.

So, in order to afford maintaining the popularity of Viagra, Pfizer has to keep raising its price to cover their increasing costs, and still turn out with “decent” profits.