Is there money in mouth pain?

This is a case study for an unnamed brand within the analgesic sector for mouth pain relief. The authors describe action taken, prompted by the arrival of a new and highly successful competitor.

Is There Money In Mouth Pain?

Donna KotronisMcCann-Erickson andMichael LeibermanMultivariate Solutions


The brand described in this case study is one of roughly four key players that dominate the US over-the-counter (OTC) topical analgesic...