“Fast Forward to Results with ZOMIG Nasal Spray” (Amneal Pharmaceuticals, InStep Health, RevHealth)
More than 38 million Americans suffer from migraines, while over four million are considered to have a chronic condition. Migraine pain can be debilitating and significantly impact quality of life—and if treatments aren’t administered quickly, they may lose efficacy and not work. The objective of this campaign was to introduce migraine sufferers to ZOMIG nasal spray—how it works, how to use it, how to get it—and to encourage conversations with HCPs. An additional objective was educating patients on proper administration since the most commonly used migraine medications are administered via oral tablet or injection.
The team set out to connect with migraine sufferers in a creative way by combining the marketing power of physical assets in the actual pharmacy space with addressable digital tactics. Using strategic messaging that positioned the medication as a fast-acting treatment, the multichannel initiative featured at-shelf media displays and local digital advertising.
For a 12-week program period, 3,000 pharmacies were tapped to attract hyperlocal patient groups. Visual teams used branded colors and graphics, illustrating the need for speedy symptom relief and general effectiveness, and capturing consumers’ attention with the question, “Not satisfied with your migraine therapy?” Additionally, success stories were used to show how most migraine sufferers did not require other, supplemental acute therapy within 24 hours. And targeted digital advertising was deployed across numerous popular consumer websites. In all, the integrated pharmacy and digital campaign delivered a lift in total sales volume and demonstrated the effectiveness of using a unique multichannel approach.