Myrbetriq - Consumer: Taking Back Control

This case study describes how a new overactive bladder treatment, Myrbetriq, entered and became the market leader in the category in the US with a high touch campaign that told consumers about 'taking back control'.

Myrbetriq - Consumer: Taking Back Control

Marketing Challenge:

In 2014 Myrbetriq entered the extremely crowded, commoditized market of products with the intent to become leader in the Overactive Bladder (OAB) treatment category.

Methodology:

An "Inside-Out Framework" helped unearth insights to better connect with consumers: understanding their self/life context, relationship with OAB, and the relationship with those around them as it relates to OAB.

Creative:

Using TV, social media, apps and live events, we built a high-touch campaign - Taking Back Control – that was unlike any other in the category. This was pulled through TV, web, print, social media, mobile,...

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