Boehringer-Ingelheim: Mirapex Restless Leg Syndrome (RLS)
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
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.