Fromirex®
Advertising and DM campaign, patient brochures, dosage cards and a detail aid.
Migraine
General practitioners and neurologists
Menarini Pharma BV requested Ariez to develop a marketing plan and strategy for the introduction of Fromirex® in the Netherlands. Ariez was then asked to carry out the activities. The aim was to take the third position in the crowded triptans market by making optimal use of the product's pharmacological properties.
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.
Fromirex® was successfully launched in the Dutch migraine market and rose with a seventh-place market share to the position of third triptane in the market. Later the specific indication menstrual migraine was also added.