Healthcare - Rx - Professional
Efforts for prescription required drugs and other healthcare products that are directed to healthcare professionals. Note: Entrants must detail any regulatory challenges that impaced the effort.
Of the 28 million Americans who suffer from migraines, less than half are correctly diagnosed. In order for IMITREX, the market leader, to grow share in an increasingly fragmented market with an overall downward trend in prescriptions, it was essential to educate "headache" sufferers about migraine symptoms - helping them to self-identify, encouraging them to talk to their doctors and, ultimately, getting them to ask for IMITREX. The "Diagnosis" campaign met all of those objectives by generating as many as one million conversations about migraine, growing the migraine market and bolstering IMITREX sales and share.
Agency: Grey Worldwide