Florastor

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.

Result

Following similar professional launches for traveler’s diarrhea and inflammatory bowel disease (IBD) and coordinated consumer promotion, sales increased more than eight-fold over a two-year period. The US-redesign led to updated global packaging and brand identity across more than 85 international markets.

 


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