Despite the refreshment that Pfizer Pharmaceuticals has given the latest advertisements for Viagra, America’s #1 Erectile Dysfunction drug is looking down a dark road.

In the near future, the drug will face its first true bout of competition. For the last 12 years, Viagra has shrugged off its two main competitors, Eli Lilly’s Cialis and Bayer’s Levitra, only to have to face the impending doom of a number of generic versions that can be made by any drug company, due to hit the shelves in 2012.

This anticipation has led to the positioning fight among all ED drugs, each determined to begin making positive changes now in order to suffer the least later.

Although Pfizer has made a valiant effort to continue Viagra’s strong market share (the company spent $101 million on TV ads alone in 2009), the drug has already shown signs of slipping. While the price of Viagra continues to rise, the sales declined 2% worldwide in 2009.

So what is the wonder drug’s plan to remain “Viva Viagra” in the market place? In addition to the hope that the majority of consumers will remain loyal, Pfizer will also rely more heavily on personal, social media than they have in the past. Shari Wolfson, Managing Director of the Viagra account at McGarrybown Ad Agency states, “There’s a lot of really interesting things going on outside the network TV space that pharmaceutical companies would like to take advantage of, or even dip their toes in…but it’s a lot more challenging and murky.”

While other ideas are forming as to how Viagra will remain the #1 ED drug in America, one has to wonder if the number of people who prefer the “real thing” will be enough to keep the generic brands at bay, and Pfizer ahead of the game.