Heartburn relief is a huge market for advertisers and drug companies alike. Among the most popular of heartburn treatments is Prevacid 24HR made by Novartis Consumer Health. Prevacid24HR’s almost rock star like status in the area heartburn remedy can be attributed by a massive campaign launched Novartis in conjugation with drugstores across the country.
Prevacid24HR is a relatively new over-the-counter heartburn treatment that is the first of its kind featuring the Proton Pump Inhibitor (PPI). PPI’s are preventative drugs that work on the gastric system to stop the release of stomach acids. They are particularly useful in heartburn treatment. Prevacid24HR is the first OTC PPI of its kind, making it extremely popular.
Prevacid24HR works by preventing acid production in the stomach. It lasts 24 hours night and day. The heartburn relief medication contains the active ingredient lansoprazole. Patients who suffer from heartburn at least twice a week are recommended to take the medicine.
Frequent heartburn is an all too common condition. Sufferers from heartburn experience burning sensations in the esophagus and chest areas. The condition results in mild to severe pain lasting from minutes to days. Heartburn, also called acid reflux is caused by acid in the esophagus. Spicy or fatty foods as well as caffeine often trigger acid reflux.
Symptoms of heartburn include chest pain, difficulty swallowing, sore throat, and most frequent of all, a burning sensation behind the breastbone. It is so common that Novartis put over $200 million in advertising Prevacid24HR.
The heartburn treatment company had retailers like Walmart, CVS, Target and Rite AId create customized in-store displays. They launched a teaser campaign as well. A month before the November 2009 launch, many drugstores cleared some shelf space and put in ads and reading materials about the drug. TV ads were also rampant.
The huge advertising campaign proved successful. As a result, the well-named Prevacid24HR is known to consumers as a leading heartburn remedy. Novartis implemented consistent and constant marketing to build up the brand name and medication. Awareness that the medication was, in fact, over-the-counter was key
Novartis continues its advertising campaign and continues to focus consumers’ attention on the affects of heartburn and how Prevacid24HR can help alleviate symptoms. Although many other heartburn treatments and remedies are available, Prevacid continues to lead the market.
Written by Lani Shadduck
HULIQ.com
Comment and add to the story without registration, but keep the comments meaningful please. Links are not accepted.
