Therapeutic solutions for chronic migraines have come and gone throughout the years, ranging from over-the-counter orals to in-office injections. The client was racing against the clock to beat their competition to market in an emerging MOA category for chronic migraines. They needed an effective way to educate patients, but done in a rapid fashion.
Market research showed that (1) people with chronic migraines were very vocal amongst themselves and with their doctors about the chosen treatments, and that (2) their leading emotion was feeling left out when migraines came on.
Keeping these elements in mind, our experts enacted a digital-first, patient-first switch strategy that included a pre-launch unbranded educational/market-shaping campaign, a branded promotional campaign, and a branded educational campaign. The campaign opened doors for patients to interact with the brand across owned and unowned digital channels so that they could seamlessly provide their testimonials and the client could quickly handle any customer questions/comments that arose via:
• Social media moderation
• User-generated blitzes
• Facebook Live & Instagram Live events
• A patient portal
All of this was supported by collateral and messages that empowered patients to advocate for themselves and advocate for the brand.