Livial
Live it all
Author: Stephanie Gerraty Agency: Life Brands
- Objective: To launch Livial (tibolone) hormone replacement therapy (HRT) to Australian specialists (obstetricians and gynaeclogists), giving it a distinctive benefit to justify its significantly higher private prescription price.
- Results: Livial consistently exceeded monthly forecasts, making the Australian launch the most successful around the world to date.
BACKGROUND
Menopause is a condition that usually occurs in women between the ages of 45 and 54, with an average onset...