When we stepped in, ZTlido had been on the market for three years with little traction. It was (and still is) a branded, prescription strength lidocaine patch indicated for post-hepatic neuroalgia (PHN) in an already saturated category.
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CHALLENGE:
The existing strategy focused on one benefit: superior adhesion. But “sticks better” is a nice-to have, not a need-to-have. And it certainly wasn’t enough to pull physicians or patients away from generics or OTCs, especially for first-line treatment.
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CHALLENGE:
So, we took a step back. We revisited the existing market research, conducted new studies, and found a critical insight: Pain specialists treating postherpetic neuralgia (PHN) typically prescribed generic gabapentin or pregabalin first-line. Yet, most patients reported inadequate pain relief. Studies demonstrated that for many PHN patients, titration to an efficacious dose was difficult due to dose-limiting side effects of both gabapentin and pregabalin. And among those who were able to successfully titrate, many still failed to achieve sufficient efficacy.
This efficacy gap was the norm, and it typically resulted in the addition of a second-line therapy—most often an opioid or SSRI. A prior study caught our attention—and the attention of physicians. It showed that when a prescription-strength lidocaine patch was added to a gabapentinoid for PHN, pain relief nearly doubled within eight weeks. This was a game -changing data point—especially as a non-opioid option.
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SOLUTION:
So, instead of going out first-line and going nowhere—we relaunched with this very targeted second-line strategy. We created a refresh launch campaign around this insight: ZTlido is the perfect partner when combined with gabapentinoids to double patients’ pain relief without oral analgesics.
RESULTS:
In just 12 months, sales increased by 50%, and today, ZTlido is the #1 prescribed non-opioid pain reliever among U.S. pain specialists.
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