Glaxowellcome Introducing a Second Migraine Case Study

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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?

Considering several factors which are primarily different from UK, the U.S. market is broader in terms of population and territory.

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Difference in health care system is also a factor to be considered. In my opinion, the alternative positioning would fit the U.S. market. Here Naramig/Amerge would be an alternative medication of Imigran/Imitrex, The wide and broad market of the U.S. could be a stronghold market for both products, Amerge and Imitrex. This option in turn can also hamper the entrance of Zenecas Zomig as noted on this article:

The positive aspects of the alternative strategy were that it could detract from competitor noise and could in fact devalue the image of the second-generation triptan......

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