The drug maker's broadcast-heavy "OAB reality" campaign stresses the emotional toll on women.
The agency announced the win Tuesday, just over a month after the FDA approval for extended-release tablet Myrbetriq.
Two brands are fighting for attention from OAB sufferers: GSK-Astellas's Vesicare and Pfizer's Toviaz. Their DTC approaches couldn't be more different.
Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.