The main USP of Fromirex® is its long half-life of approximately 48 hours, which makes it effective in migraine. Other triptans usually last much shorter (only 4-8 hours). Fromirex® is therefore effective during a whole migraine attack unlike other triptans. Furthermore, no second intake is necessary if the attack lasts longer than 24 hours, which is common.
Ariez developed an advertising and DM campaign that focused on this unique feature, entitled: `A migraine attack often lasts up to 24 hours. Then why do you prescribe something that works shorter? In line with this, a striking DM campaign was developed, in combination with a detail aid, dosage cards and clear patient brochures. A market study carried out by Ariez formed the basis of this approach. The results of this study showed that patients often took a short-acting triptan (read: both market leaders) twice or more often to combat the symptoms of an attack.
