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Lady Gaga, Nurtec have a ‘Million Reasons’ to say goodbye to migraines

The involvement of Lady Gaga brings renewed attention to migraines, which affect an estimated 10% of people, with women more likely to report pain and headache symptoms than men.

Jack O'Brien

June 13, 2023

10:31 am

Source: Getty Images.

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Lady Gaga has a new duet partner: Nurtec.

The pop icon announced Tuesday morning that she is partnering with Pfizer to promote the migraine drug.

“Ever since childhood, I’ve dealt with migraine pain. When I tried Nurtec® ODT (rimegepant) 75 mg for the first time, I’ll never forget wishing I had found it sooner. That’s why I’m proud to partner with Nurtec ODT. ðŸ’œ We’re in this together. If you’re ready to speak to a doctor, ask about Nurtec ODT today. #MHAM,” she wrote in an Instagram post.

View this post on Instagram

A post shared by Lady Gaga (@ladygaga)

Notably, the social media ad features language specifying that it is a paid partnership with Nurtec, the hashtag #pfizersponsored as well as “Intended for U.S. audience only” and patient information.

The involvement of Lady Gaga brings renewed attention to migraines, which affect an estimated 10% of people, with women more likely to report pain and headache symptoms than men.

https://twitter.com/gagadaily/status/1668615262755778561

Gaga isn’t the only celebrity who has been featured in a Nurtec promotion in recent years.

Last summer, Khloé Kardashian headlined a Nurtec ODT TV commercial as part of the brand’s All in One ad campaign.

“There’s nothing glamorous about migraines,” she said in the national spot, which led to a 30% increase in organic searches for the brand name in the two weeks after the ad launched.

Nurtec has been a reliable revenue generator for Pfizer, generating $167 million in global revenues during Q1, according to the company’s most recent earnings report. The drug also finished in the top 10 for ad impressions among Rx and over-the-counter drug brands last year.

Pfizer has been active in the increasingly competitive migraine space, acquiring Nurtec last year as part of its $11.6 billion deal to purchase Biohaven Pharmaceuticals, which closed in October.

In mid-March, the pharma giant even paid Royalty Pharma $475 million in milestone payments following the Food and Drug Administration’s approval of migraine nasal spray Zavzpret.

The partnership with Lady Gaga also comes a few months after Pfizer recalled millions of Nurtec ODT prescription drugs due to packaging that was not child resistant.

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Lady Gaga, Nurtec have a ‘Million Reasons’ to say goodbye to migraines

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