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...