However, this condition has yet to be fully recognised by the medical profession and regulatory bodies as a separate clinical entity requiring treatment.

Any effective pharmaceutical campaign should aim to further establish this condition in addition to its product’s profile.

Diagnosing LOH can be difficult due to variations in terminology (i.e. it can be referred to as andropause and male menopause) and the mixed complex of symptoms.

However, it represents an area of commercial opportunity due to its high prevalence, (established in the USA), a 'greying' population and the problems associated with testosterone decline in the elderly (especially fractures and cognitive decline) and also its link with prostate cancer.

The usual treatment is androgen replacement therapy (ART), and there are several preparations of testosterone available (e.g. injections, depots, oral, patches and gels).

Efficacy differs between routes of administration, and the data relating to these preparations can be variable; however, there is a tendency for these products to be grouped together.

In light of which, subtle differences in mode of action, safety, and the provision of a long-term continuous supply of testosterone can be important messages underpinning marketing strategies.