Boehringer-Ingelheim: Mirapex Restless Leg Syndrome (RLS)

Ogilvy

ENTRY INFORMATION

Category: Pharmaceutical/Healthcare
Country where program ran: USA
Date program started/ended: July 2007 – Present

Product Description: MIRAPEX is a once-daily prescription medication used for the treatment of moderate-to-severe primary Restless Leg Syndrome (RLS).

Advertiser/Client Name: Boehringer-Ingelheim
Media Channels: DirectMail
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STRATEGY

Marketplace Challenge:

  • MIRAPEX was a second-to-market prescription drug for the treatment of moderate-to-severe RLS.

  • The key competitor to Mirapex, Requip by GlaxoSmithKline (GSK) launched 2-years prior giving GSK significant lead-time to establish themselves in the market, as well as build the RLS category through branded and unbranded communications.