Livial - live it all

Campaign to launch Livial, a hormone replacement therapy (HRT) treatment, to Australian obstetricians and gynaecologists, in August 2000.

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...

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