Solpadeine achieves highest market share in 15 years, with Medifacts.
Perrigo (formerly Omega Pharma) acquired Solpadeine from GSK, and the brand and pain category were both in strong multi-year decline. Solpadeine also sits behind counter, so an additional purchase barrier existed.
Medifacts. Solpadeine required significant education surrounding the 3 ingredient formula, and how this fits into the category for acute pain relief. As well, a strong POS presence and ‘Pharmacist’ call-to-action was required.
The Solpadeine Medifacts aired for 21 weeks and sales increased by 11.1% - the highest market share in 15 years. Today it is the UK's number one pharmacy-only pain relief brand.