LITFULO

The launch of LITFULO, for alopecia areata is widely considered to be one of the most effective launches Pfizer has ever done.

The brand was met with a serious challenge- being second RX to market in an underserved category where only non-FDA approved options prevailed, with disappointing results. Any entry would be received with enormous attention and acceptance. Lilly took advantage of being first but Pfizer responded with a daring “At Approval” campaign, unusual in that it featured actual hair-regrowth results. Which turned into results for LITFULO- 1400% unaided awareness in just 3 months.