Migraines are an intense, painful condition that can affect all ages. Though they can be severe, migraines are also very common — meaning that for those looking for relief, there are a lot of options out there.
Those looking for migraine treatment can find information on just about everything, including home remedies, pain relievers, and exercise. In such a cluttered space, how can a new product break through the crowd and reach the right audience?
@BiohavenPharma needed to reach the kind of people who are willing to try something new — and it found that audience on Twitter. According to a Kantar News study, people on Twitter are more likely than the general online population to be the first to buy and try new products.
That’s why when the FDA approved @NurtecODT, @BiohavenPharma knew it needed to find a way to make a splash and share the announcement with as many people as possible. So the brand turned to Twitter.
As a way to launch the new treatment, @BiohavenPharma used Twitter to announce @NurtecODT’s recent FDA approval. And the launch campaign was a best-in-class example for launching on Twitter.
@BiohavenPharma tied in @NurtecODT with conversations already happening in order to find the right audiences and connect with people who experience migraines. Through messaging and culturally relevant creative, plus a shoutout from Khloe Kardashian, @BiohavenPharma was able to share information about migraines and boost awareness of @NurtecODT. Here’s how it went down: