Glaxowellcome Introducing a Second Migraine

¶ … GlaxoWellcome introducing a second migraine medication?

With the vast opportunity to capture a wider and untapped market on prescription medication intended for migraines, GlaxoWellcome introduced a second migraine medication, Naramig/Amerge which GlaxoWellcome is planning to launch as a second generation prescription migraine medicine, triptans, parallel to Zenecks, Zomig. Although the previous medication being endorsed by Glaxo, which is Imigran, is still in circulation, the introduction of the new medication was not initially intended to replace the drug. As it was noted;

It was not as though Imigran had not been successful, Glaxo had captured 91% of the prescription-medication market share.

Data shows that the positive response of hospitals and patients to the latter medication, since its launch in early 1993. This vital information have revealed remaining potential in its market, hence, continuous studies were made to develop a new and better medication than Imigran/Imitrex.

2. How should GlaxoWellcome position Naramig in the U.K.

Market positioning of a products is very vital to its success. Based on the decision and the considerations made by the marketing team of Glaxo Wellcome in the UK, the company would be positioning the new prescription medication, Naramig, as a replacement for the previous drug Imigran. Doing so it would lessen confusion amongst doctors and patients as it was noted:

This option fit well with the overall concept that Naramig was an overall superior drug to Imigran. Itwould also allow Naramig to gain all the benefits of a new compound. second-generation, safety, and low recurrence.

3. Was the chosen strategy (Option 4) the best decision?

Issues with regards to existing products being replaced by a more improved product has always been a dilemma in the part of the manufacturer of the product. True that the existence of both which is intended for a similar use, operation or treatment might cause confusion and a question on which is a better product. In this case the replacement of Imigran with the new medication Naramig was the best choice among the other 4 options. With this decision it only proves to its customers, hospitals and patients that the new drug is an improved medication for migraines. As it was noted in this article:

The results showed that the replacement strategy met Glaxo U.K. expectations.

Naramig proved to be effective for migraine headaches in the majority of patients.

4. How should GlaxoWellcome position Amerge in the United States?