Myrbetriq® launch story


When Astellas launched Myrbetriq for the treatment of OAB, the competitive landscape was complex—generic Rx share was increasing, total brand share was declining, and there was increased spending/noise from OTCs and medical devices.


While overactive bladder (OAB) causes emotional and physical burdens for the women who suffer from it, most just cope with their condition rather than talk to their doctor because they’re embarrassed or they think there’s no treatment.



Women with OAB aren’t well versed in the range of currently available medications and treatments, and they experience an ongoing fear that an “accident” will make their private problem public at the worst possible time.


Myrbetriq offers women reassurance that they’re more than their symptoms—they deserve a happier life that effective Rx treatment can deliver, and their doctors can prescribe specific medication that can help them.

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