Objectives
Launch GSK’s new over-the-counter migraine treatment Imigran Recovery.

Strategy and tactics

• Engage stakeholders, create partnerships, assess market sentiment and prepare for media issues throughout pre-launch regulatory process as well as post launch

• Pre-launch professional media engagement / opinion leader articles

• Professional training / CPD for pharmacy pre and at launch

• Produce media launch programme for trade and consumer media

• Post launch engagement – Migraine Action Plan – a consumer tool and website to diagnose personal cost of migraine and assess treatment options

Results

While recent POM to P switches had been criticised by commentators and watchdogs, Imigran Recovery was well received by the market, the media and consumers. Media coverage included front page of the Daily Mail, Times and Independent and lead story on Sky News. Imigran Recovery sales well exceeded first year sales targets. ROAD’s continuing Migraine Action Plan campaign for Imigran was awarded widespread acclaim and won accolade at the OTC Marketing Awards 2009.

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