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 messagesCredibility: 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.

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.

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 authorisationThe launch seen as gold standard within Allergan.