Introducing the world’s #1 probiotic drug to the US market – as a medical food
Florastor, an effective treatment for a variety of diarrheas and for the maintenance of gastrointestinal health, is the world’s #1 selling probiotic drug – outside the United States. But regulatory guidelines mandated that the product be marketed not as a drug, but as a medical food.
Introducing a medical food to physicians
Although well established worldwide for more than 50 years, neither Florastor, or its primary probiotic ingredient saccharomyces boulardii, had any brand recognition or medical credential in the US. The launch campaign “medicalized” the product, targeted pediatricians and gastroenterologists, and positioned the product as a proven adjunct to antibiotic therapy. Only after physician awareness benchmarks were reached, was consumer marketing undertaken.