Don't take migraines lying down, Allergan's new Botox ad urges

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Most people think "wrinkles" when they hear Botox. But maker Allergan wants consumers to think "chronic migraines," too.

A new TV ad debuted this week features women who spurn conventional advice for migraines declaring, “I don’t want to lie down"--the upshot being that they don’t have to take chronic migraines lying down.

Botox has been approved as a migraine treatment since 2010, and a more traditional campaign that began in 2013 is also still running. Spending on that campaign with two different spots has totaled about $57 million in those three years, according to data from realtime TV ad tracker iSpot.tv.

As a result, both the therapy's aesthetic and therapeutic indications are growing revenues, according to Allergan's latest financials. Sales of the product topped $638 million in Q1 of this year, driven by "continued strong performance" in each of those two categories.

Competitors in the migraine treatment category are diverse, though, and they range from beta blockers and certain antidepressants to anti-seizure and OTC anti-inflammatories. And more next-generation treatments are on the way, too, with fierce competition in the CGRP inhibitor space. Alder Therapeutics appears to have the lead right now in Phase III, but Teva, Eli Lilly and Amgen are all also moving quickly forward with their own late-stage efforts.

- see the new TV spot

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