Against All Odds!: Using unconventional research to establish a life-changing migraine treatment as the leading OTC-brand in a saturated market environment

The challenge of establishing a leading brand in terms of market share and pharmacist recommendation in the OTC segment of pain relievers proves to be the ultimate task for marketing and market research: the coping strategies of sufferers seemed too long-established, the risk evaluation of patients and pharmacists too negative, and the dominance of leading main stream brands in the media and in consumers' minds too overpowering.

Against All Odds!: Using unconventional research to establish a life-changing migraine treatment as the leading OTC-brand in a saturated market environment

Marcus NeureiterMarket Research Self-medication (OTC), GlaxoSmithKline Consumer Healthcare, Germany

Dirk FrankISM Global Dynamics and University of Applied Sciences Pforzheim, Department of Economics and Law, Germany

THE POINT OF DEPARTURE: MILLIONS OF SUFFERERS – INADEQUATELY TREATED AND RESISTANT TO INNOVATION

In Germany, approximately 10 million people suffer from migraine once a month on average, and about three-quarters are women. Migraine attacks last between 4 and up to 72 hours, and usually mean a temporary loss of working ability...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands