BOTOX FOR CHRONIC MIGRAINE by Chandler Chicco Agency for Allergan

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BOTOX FOR CHRONIC MIGRAINE

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market United Kingdom
Agency Chandler Chicco Agency
Released August 2012

Credits & Description

Category: Healthcare and Services
Advertiser: ALLERGAN
Product/Service: BOTOX
Franchise Manager: Caroline Maddock (Chandler Chicco Agency)
Team Leader: Kate Perry (Chandler Chicco Agency)
Team Member: Priya Lakhani-Quilling (Chandler Chicco Agency)
Team Member: Amy Lawrence (Chandler Chicco Agency)
Team Member: Nick James (Chandler Chicco Agency)
Media placement: Press Release - The Times, Financial Times, The Telegraph, The Daily Express, BBC News Online, T - 9 July 2010
Media placement: Radio Release - 162 Radio Stations Inlcuding BBC, 2, 4, And 5 Live - 9 July 2010

Summary of the Campaign
CHALLENGE:
The popularity of BOTOX® has made it a household name. In spite of celebrity endorsement and global awareness, the media have a love-hate relationship with BOTOX®.

With the launch of BOTOX® to treat chronic migraine, there was a huge responsibility to overcome the current 'anti-aging' populist image for BOTOX® and ensure the new indication was reported in an ethical way without over-promising.

STRATEGY:
Dialogue was opened with UK advocacy groups, Migraine Action, Migraine Trust, and media medic thought leaders to explain the challenge, give key insights regarding the appropriate messaging and disease awareness activities.

RESULTS:
Control: 100% of coverage was balanced/positive
93% of coverage communicated at least three key messages

Credibility: positive working relationships were developed with key stakeholders, Migraine Action & Migraine Trust. Both groups updated their websites to include BOTOX®

Coverage: 212 pieces of coverage were secured across all media outlets reaching an audience in excess of 300 million including 162 radio stations, 16 national newspapers/magazines, 6 trade and 25 online publications.

"We’re delighted that the success of this campaign for Allergan it is recognized as a launch blueprint for the roll out of BOTOX® for chronic migraine across Europe" - Communications Director, Allergan.

The Situation
The medical uses for BOTOX® are often overlooked by the media in favour of the celebrity headlines that the product attracts. With the impending licence of BOTOX® for chronic migraine, the biggest challenge was to ensure that the product was reported in an ethical way.

Chronic migraine affects approximately 700,000 people in the UK - patients suffer for over half the month with their migraines. However, the condition itself while highly disabling had very little awareness, was under diagnosed and under treated. To ensure the credibility with the medical community, the launch campaign had to communicate this message clearly.

The Goal
GOAL:
Launch BOTOX® for chronic migraine in a controlled and credible way, ensuring maximum coverage and penetration of medical messages.

TARGET AUDIENCE:
Neurologists, General practitioners, patients and the financial community.

RESEARCH:
In addition to the market research to support the brand, we conducted research with patients and advocacy groups to uncover the most appropriate way to communicate the availability of BOTOX® for chronic migraine, where people suffer from migraines and headaches for over half the month.

The Strategy
It was vital that the advocacy groups and media doctors understood the need to communicate the availability of BOTOX® for chronic migraine very carefully. Two advisory boards were held prior to launch in order to:
• Prepare patient advocacy groups and media medics, so they understood the burden of chronic migraine and the impending availability of BOTOX®.
• Create opportunities for direct communication with these stakeholders
• Support these audiences, by providing simple and practical information about chronic migraine that they could share this with their members and the media
• Demonstrate the unmet need in chronic migraine
The strategy was to ensure the launch was reported in a controlled and credible way whilst achieving maximum coverage.

Execution
Following detailed message development with the advocacy groups, neurologists and the media medics, materials were developed for distribution at launch. These included media backgrounders and the corporate press release. All materials had to be approved both by Allergan and the Medicines and Healthcare Regulatory Agency prior to any distribution.

Key medical spokespeople were thoroughly media and message trained prior to launch.

Whilst we knew that the approval was close we did know when we would be given the licence. At 4pm on the 8th July the licence was granted and the full media launch was underway for release the next morning. Everything was in place, we had all materials prepared and radio studios, media medics, advocacy groups and spokespeople all on standby... 15 hours after the approval, the launch of BOTOX® for chronic migraine had begun.

We also held a features event after the launch for long-term media communication.

Documented Results
CONTROL:
- 100% of coverage was balanced/positive in tone
- 93% of coverage communicated at least three key messages
- 80% of all launch coverage featured at least one opinion leader quote and one quote from leading UK patient support groups, Migraine Action or Migraine Trust

CREDIBILITY:
• Migraine Action and Migraine Trust were featured in nearly 80% of coverage. Both groups updated their websites to include BOTOX®

COVERAGE:
• 212 pieces of coverage were secured reaching an audience in excess of 300 million including 162 radio stations, 16 national newspapers/magazines, 6 trade and 25 online publications
• Coverage included GMTV, The Daily Mail, The Times, The Telegraph, The Daily Express, BBC Radio 2,4 and 5 Live, The Guardian online and the Financial Times

- 75% uplift on calls to the Migraine Action helpline
- $1.25 increase in Allergan share price on announcement of the authorisation

The launch seen as gold standard within Allergan.