No Time 4 Migraines
DTC & HCP Prelaunch & Launch for ZEMBRACE SymTouch at Promius Pharma
Armed with generic oral triptans, neurologists often regard acute migraine as a battle won. But the truth is, for patients, the battle with acute migraine is ongoing. Many are highly dissatisfied with pills, and sometimes feel their healthcare providers are not responsive to their complaints.
Promius Pharma recognized the ongoing need for better options, and developed ZEMBRACE SymTouch, a portable, easy-to-use pen that injects sumatriptan for fast migraine relief.
Ahead of launch, we created a dual DTC & HCP campaign that tapped into patients’ frustration and impatience. No Time 4 Migraines empathized with their attitude that they simply can’t afford to let acute migraines derail their busy lives at work and home. Enough!
No Time 4 Migraines also appealed to logic: you should have different ways to fight your different kinds of migraine attacks. Its rallying cry was “every migraine is a different monster,” and its imaginative imagery was fun for patients to share on social media.
Ultimately, No Time 4 Migraines ingeniously recast disease awareness as a social movement of dissatisfied patients. The engine that drove it was the star of the campaign, Vera Sweeney, a lifestyle blogger and social influencer who also happens to be a migraineur.
Patient advocacy groups loved the No Time 4 Migraines education materials so much that they sought out partnership opportunities with Promius Pharma. The success of No Time 4 Migraines and the ZEMBRACE SymTouch launch earned our client the PM360 Trailblazer Brand Champion award in pain and inflammation.