FILE - In this Friday, March 2, 2012, file photo, counterfeit Viagra pills, top and bottom left, are displayed alongside real ones, top and bottom right, in a lab at Pfizer in Groton, Conn. In a first for the drug industry, Pfizer Inc. told The Associated Press on May 6, 2013, that it will sell erectile dysfunction pill Viagra directly to patients on its website. (AP Photo/Elise Amendola, File)

TRENTON, N.J. (AP) -- Men who are bashful about needing help in the bedroom no longer have to go to the drugstore to buy that little blue pill.

In a first for the drug industry, Pfizer Inc. told The Associated Press that the drugmaker will begin selling its popular erectile dysfunction pill Viagra to patients on its website.

Men still will need a prescription to buy the blue, diamond-shaped pill on viagra.com, but they no longer have to face a pharmacist to get it filled. And for those who are bothered by Viagra's steep $25-a-pill price, Pfizer is offering three free pills with the first order and 30 percent off the second one.

Pfizer's bold move upends the drug industry's distribution model. Drugmakers don't sell medicines directly to patients. Instead, they sell in bulk to wholesalers, who then distribute the drugs to pharmacies, hospitals and doctors' offices.

But the world's second-largest drugmaker is trying a new strategy to tackle a problem that plagues the industry. Illegal online pharmacies increasingly offer patients counterfeit versions of Viagra and other brand-name drugs for up to 95 percent off with no prescription needed. Patients don't realize the drugs are fake or that legitimate pharmacies require a prescription.

Other major drugmakers likely will watch Pfizer's move closely. If it works, drugmakers could begin selling other medicines that are rampantly counterfeited and sold online, particularly treatments for non-urgent conditions seen as embarrassing. Think diet drugs, medicines for baldness and birth control pills.

"If it works, everybody will hop on the train," says Les Funtleyder, a health care strategist at private equity firm Poliwogg who believes Pfizer's site will attract "fence-sitters" who are nervous about buying online.

But it won't be the end of drugstores, as pharmaceutical companies aren't allowed to sell prescriptions to individual patients. So Pfizer is having national drugstore chain CVS Caremark Corp. fill the orders placed on viagra.com.

The online Viagra sales are Pfizer's latest effort to combat a problem that has grown with the popularity of the Internet.

In recent years, Americans have become more comfortable with online shopping, with many even buying prescription drugs online. That's particularly true for those who don't have insurance, are bargain hunters or want to keep their medicine purchases private.

Few realize that the vast majority of online pharmacies don't follow the rules, industry experts say.

The Internet is filled with illegitimate, professional-looking sites that run 24-hour call centers and lure customers with spam emails. A January study by the National Association of Boards of Pharmacy, which accredits online pharmacies, found that only 257 of 10,275 online pharmacy sites it examined appeared legitimate.

That means the sites require a doctor's prescription, are based in the U.S., only sell FDA-approved drugs and have a secure server site so customers don't have their credit card and identity information stolen.

Experts say the fake drugs such websites sell can be dangerous. That's because they don't include the right amount of the active ingredient in the medicine, if any, or they contain toxic substances such as heavy metals, lead paint and printer ink. They're generally made in filthy warehouses and garages in Asia, Eastern Europe and Latin America.

Online buyers are "playing Russian roulette," says Matthew Bassiur, vice president of global security at New York-based Pfizer.

"The factories are deplorable. I've seen photographs of these places," he says. "You wouldn't even want to walk in them, let alone ingest anything made in them."

Pfizer is among many drugmakers that have long been aggressive in fighting counterfeiters. Pfizer conducts undercover investigations and works with authorities around the globe to combat the problem.

Counterfeit versions of Viagra and dozens of other Pfizer medicines rob the company of billions in annual sales.

Viagra is one of Pfizer's top drugs, with $2 billion in worldwide revenue last year. And it's the most counterfeited drug in the U.S., according to the company.

A 2011 study, in which Pfizer bought "Viagra" from 22 popular Internet pharmacies and tested the pills, found 77 percent were counterfeit. Most had half or less of the promised level of the active ingredient.

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