Launch GSK’s migraine treatment Imigran Recovery, switching it from from prescription to over-the-counter availability.
ROAD consulted with stakeholders throughout the regulatory approval process before first launching to pharmacy via a series of educational programmes. Consumers were engaged using a ‘Migraine Action Plan’ a digital tool to diagnose personal cost of migraine and assess treatment options.
Many POM to P switches had been criticised by commentators and watchdogs, Imigran Recovery was well received by the market, the media and consumers. Media coverage included front page of the Daily Mail, Times and Independent and lead story on Sky News.