Case Studies

No Headaches for New Migraine Prevention Therapy

Challenge: Strong advocacy and opinion leader comment on the need to alter the way migraine is treated was needed to ensure the successful launch of a migraine prevention therapy.
Strategy: Ethical Strategies worked with a leading neurologist, the author of an MJA study into migraine treatment, to raise awareness of the underutilisation of migraine prevention via both medical and consumer media. We then worked with Headache Australia and a number of neurologists around Australia to communicate the availability of the first preventative therapy for migraine in a decade. This involved both media relations and outreach via Headache Australia’s membership base and website.
Result: In the absence of all other marketing activity (including advertising and sales force activity) the communications program was able to achieve a 300 per cent sales increase during the launch month.