AMAG Pharmaceuticals: Women's Health In Bloom

AMAG Pharmaceuticals, a pharmaceutical company, launched a campaign in the US to promote its product – Intrarosa (Prasterone) – which eases the severe pain that women experience during intercourse due to menopause.

Campaign details

Advertiser: AMAG PharmaceuticalsAgency: Marina Maher Communications

New product, crowded field and you're ready for your close up.

Last November, the FDA approved AMAG Pharmaceuticals' INTRAROSA (prasterone) a novel treatment for moderate to severe pain during intercourse occurring in women due to menopause. While INTRAROSA has significant benefits versus other treatments – it is a local, non-estrogen steroid without a black box warning – awareness was low. We needed to markedly increase prescriber mindshare by the time it became commercially available in July, 2017 to make it competitive with established, heavily marketed products.

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