Migraines are a frustrating, at times debilitating medical condition that can make people throw up their hands in frustration.
This disease affects an estimated 10% of people, with women more likely to report pain and headache symptoms than men.
However, instead of letting migraines get the best of you, biopharma company Lundbeck wants you to Say Yep as part of its latest Vyepti campaign.
Vyepti is a 30-minute intravenous infusion that can be administered to patients by a healthcare professional every three months to help prevent migraine attacks.
The multi-channel Say Yep marketing effort was unveiled by the drugmaker this week to remind adult patients there is a medication available to prevent migraines.
Recognizing the often fast-paced nature of life and “hustle culture” that migraines can interrupt, Lundbeck’s Say Yep encourages consumers to take a proactive, preventative approach to this disease.
The company released a minute-long ad featuring a woman presented with normal, daily stressors that serve as a reminder of how challenging dealing with migraines can be. Whether being annoyed by a coworker, lectured by a grade-school teacher or peppered with questions by a waiter in a restaurant, she answers all of these situations with ‘No.’
It’s only when she is given the opportunity to receive treatment through Vyepti that she can Say Yep.
The company’s ad claims that chronic migraine patients experienced 23 fewer migraine days on average per treatment. Lundbeck also released a couple of ads on the Vyepti brand’s social media platforms.
Vyepti has been a solid performer for Lundbeck’s bottom line, generating 1.2 Danish Krone in Q3 2023, up 81% year-over-year at constant exchange rates.
The Say Yep campaign launch at the start of 2024 continues to raise the profile of migraines, a condition that has attracted significant attention from medical marketers thanks to the involvement of A-list celebrities in recent years.
In June, Lady Gaga embarked on a paid partnership with Pfizer to promote its migraine drug while utilizing footage from her Chromatica Ball Tour.
During the summer of 2022, Khloé Kardashian headlined a Nurtec ODT TV commercial as part of the brand’s All in One ad campaign.
“There’s nothing glamorous about migraines,” she said in the national spot, which led to a 30% increase in organic searches for the brand name in the two weeks after the ad launched.
Outside of the celebrity spokesperson realm, Excedrin debuted the Head Care Club last spring, with the concept of the club coming from Excedrin’s drug-free Head Care product line, including Proactive Health, Replenish +Focus and Replenish +Sleep.
