Unbranded disease education: Puzzle Head

Lilly, a pharmaceutical company, created a visual representation of a migraine which it promoted among healthcare professionals in the US to show that not enough is being done with current treatments.

Campaign Summary

Up to 40% of people with migraine do not adequately respond to the current prescription standard of care medicine to treat their migraine attacks. Physicians perceive this population to be much lower and their options to help these patients remain limited. The Puzzle Head campaign has been able to successfully raise awareness about the complexity of migraine, including challenges with current treatment. Physicians have responded with increased levels of engagement, frequency, and perception, exceeding predetermined disease state education goals in preparation for new products that will soon be available.

Marketing Context

Migraine is a complex neurological disease. For...

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