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DRAFT FOR STAT 4.1.05
NEW “MIND OVER MIGRAINE” EDUCATIONAL CAMPAIGN HELPS
PEOPLE WITH MIGRAINE GET ON TRACK TO BETTER HEALTH
SUGGESTED ANCHOR LEAD:
FOR THE 28 MILLION AMERICANS WHO EXPERIENCE MIGRAINE,
APPLYING A COMPREHENSIVE APPROACH TO MIGRAINE
MANAGEMENT MAY ADD UP TO MORE MIGRAINE-FREE DAYS. A
RECENT SURVEY AMONG PEOPLE WHO EXPERIENCED “VERY” OR
“EXTREMELY” SEVERE MIGRAINE CONDUCTED BY HARRIS
INTERACTIVE® ON BEHALF OF THE AMERICAN COUNCIL FOR
HEADACHE EDUCATION (ACHE) AND ORTHO-MCNEIL NEUROLOGICS,
INC. FOUND PEOPLE WITH MIGRAINE LOSE NEARLY SIX DAYS OVER A
THREE-MONTH PERIOD AS A RESULT OF MIGRAINE. THROUGH “MIND
OVER MIGRAINE,” A NEW EDUCATIONAL INITIATIVE SPONSORED BY
ORTHO-MCNEIL NEUROLOGICS, INC., PEOPLE CAN ACCESS
INFORMATION TO HELP THEM BETTER UNDERSTAND MIGRAINE,
TREATMENT OPTIONS, AND LIFESTYLE MODIFICATIONS THAT MAY
MAKE THE CONDITION MORE MANAGEABLE. RENI MITCHELL HAS
MORE.
VIDEO
AUDIO
Shannon in kitchen
FOR YEARS, SHANNON LENIHAN
ATTEMPTED TO MANAGE HER MIGRAINE
ATTACKS THROUGH VARIOUS TREATMENTS
AND APPROACHES. FINALLY SHE FOUND
THE RIGHT COMBINATION TO EXPERIENCE
FEWER MIGRAINE ATTACKS.
Soundbite
Shannon Lenihan
Migraine patient
“I first began experiencing migraines about when
I was five years old, that point I could begin to tell
my mom that my head hurt and that I was in a lot
of pain. My mom was able to help because she
had migraines and she was able to recognize the
symptoms, and from there they got worse and
more frequent.”
NOW A NEW EDUCATIONAL PROGRAM MAY
BRING HELP TO PEOPLE WHO SUFFER
1
National
Headache
Foundation
pg. 2
Harris
Interactive
Survey
Slide 7
DRAFT FOR STAT 4.1.05
“Mind Over Migraine” logo
Doctor/patient footage
FROM THIS CHRONIC AND DEBILITATING
CONDITION.
“MIND OVER MIGRAINE,” SPONSORED BY
ORTHO-MCNEIL NEUROLOGICS, INC. IS
DESIGNED TO HELP PEOPLE WITH
MIGRAINE REACH THEIR GOALS OF LEADING
A HEALTHY LIFESTYLE, INCLUDING A LIFE
WITH FEWER MIGRAINE ATTACKS.
RESEARCH SUGGESTS THAT MIGRAINE MAY
BE A PROGRESSIVE DISEASE THAT CAN
BECOME WORSE OVER TIME; FOR PEOPLE
WHO EXPERIENCE FREQUENT OR SEVERE
MIGRAINE ATTACKS – 2 OR MORE MIGRAINE
ATTACKS A MONTH - IT IS IMPORTANT TO
FIND AN APPROPRIATE TREATMENT PLAN
THAT MAY INVOLVE PREVENTING ATTACKS
IN THE FIRST PLACE SO THEY CAN GET
FEWER OF THEM.
Soundbite
Elizabeth Loder, M.D.
Assistant Professor of Medicine
Harvard Medical School
Director, Pain and Headache
Management Program
Spaulding Rehabilitation Hospital
Boston, MA
“Probably the most important aspect of the
program is that it encourages patients in
speaking with their doctor about migraine and its
impact on their lives, and we know that when the
lines of communication between doctors and
patients are open, treatment goes a lot better and
people do better in the long run.”
Shannon reading booklet
“MIND OVER MIGRAINE” RESOURCES
INCLUDE AN EDUCATIONAL BOOKLET AND A
WEB SITE THAT OFFER PRACTICAL TOOLS
DESIGNED TO EMPOWER PEOPLE WHO
EXPERIENCE MIGRAINE TO HELP LIVE THEIR
LIVES WITH FEWER MIGRAINE ATTACKS.
Shannon at computer
Soundbite
Elizabeth Loder, M.D.
Assistant Professor of Medicine
Harvard Medical School
Director, Pain and Headache
Management Program
Spaulding Rehabilitation Hospital
Boston, MA
“The ‘Mind Over Migraine’ program can really
help patients who might feel frustrated by the fact
that their current migraine treatment is not
working especially well. Medications like
TOPAMAX® (topiramate) combination with
reasonable lifestyle changes and other
interventions can go a long way toward helping
patients cope more effectively.”
2
Kruit,
Migraine
as a Risk
Factor
p. 432
Goadsby
(Drug
Therapy),
pg. 260
DRAFT FOR STAT 4.1.05
Doctor/patient footage
TOPAMAX® (topiramate) Tablets
manufacturing footage
Chiron: The goals of migraine
prevention are:

Reduce the frequency and
duration of attacks

Improve responsiveness to
medications you take at the
onset of an attack

Improve function and reduce
IT’S IMPORTANT TO DISCUSS AVAILABLE
MIGRAINE TREATMENTS WITH A PHYSICIAN.
ACCORDING TO THE SURVEY SPONSORED
BY THE AMERICAN COLLEGE FOR
HEADACHE EDUCATION AND ORTHOMCNEIL NEUROLOGICS, NEARLY TWOTHIRDS OF SURVEY RESPONDENTS SAID
THEY HAD NOT DISCUSSED MIGRAINE
PREVENTION AS A TREATMENT OPTION
WITH THEIR PHYSICIAN. FOR PATIENTS
WHO EXPERIENCE FREQUENT MIGRAINE
ATTACKS, MIGRAINE PREVENTION THERAPY
SUCH AS TOPAMAX MAY BE AN EFFECTIVE
WAY TO HELP MANAGE THIS CONDITION.
TOPAMAX IS APPROVED FOR MIGRAINE
PREVENTION IN ADULTS ONLY. THE
USEFULNESS OF TOPAMAX IN THE ACUTE
TREATMENT OF MIGRAINE HEADACHES HAS
NOT BEEN STUDIED.
disability
“By working with my doctor, I was able to have
him understand and listen to me, together we
were able to set up a regimen of lifestyle changes
along with taking TOPAMAX which greatly helped
reduce the frequency of my migraine.”
Chiron: TOPAMAX (topiramate) has
TOPAMAX (TOPIRAMATE) HAS BEEN
APPROVED FOR MIGRAINE PREVENTION IN
MORE THAN 31 COUNTRIES WORLDWIDE.
TOPAMAX IS INDICATED FOR THE
PREVENTION OF MIGRAINE HEADACHES IN
ADULTS ONLY. THE USEFULNESS OF
TOPAMAX IN THE ACUTE TREATMENT OF
MIGRAINE HEADACHES HAS NOT BEEN
STUDIED.
SERIOUS RISKS ASSOCIATED WITH
TOPAMAX INCLUDE INCREASED EYE
PRESSURE (GLAUCOMA), DECREASED
prevention more than 31 countries
worldwide. TOPAMAX is indicated
for the prevention of migraine
headaches in adults only. The
usefulness of TOPAMAX in the acute
treatment of migraine headaches has
Harris
Interactive
Survey
slide 16
Goadsby
(Drug
Therapy),
pg. 260
TOPAMAX
PI
Soundbite
Shannon Lenihan
Migraine patient
been approved for migraine
Ramadan
NM,
Silberstein
SD, et al. US
Headache
Consortium
Evidencebased
Guidelines.
AAN. US
Healache
Consortium
2000:3.
3
Topamax
PI
DRAFT FOR STAT 4.1.05
not been studied.
“Mind Over Migraine” Web site
SWEATING, INCREASED BODY
TEMPERATURE, KIDNEY STONES,
SLEEPINESS, DIZZINESS, CONFUSION, AND
DIFFICULTY CONCENTRATING. TELL YOUR
DOCTOR IMMEDIATELY IF YOU HAVE
BLURRED VISION OR EYE PAIN. MORE
COMMON SIDE EFFECTS ARE TINGLING IN
ARMS AND LEGS, LOSS OF APPETITE,
NAUSEA, DIARRHEA, TASTE CHANGE AND
WEIGHT LOSS. YOUR DOCTOR MAY DO
SIMPLE BLOOD TESTS. TELL YOUR DOCTOR
ABOUT OTHER MEDICATIONS YOU TAKE. IF
YOU SUFFER FROM FREQUENT OR SEVERE
MIGRAINES, TALK TO YOUR DOCTOR TO
DETERMINE THE BEST TREATMENT FOR
YOU. PLEASE SEE FULL U.S. PRESCRIBING
INFORMATION AT WWW.TOPAMAX.COM OR
CALL 1-800-682-6532 FOR MORE
INFORMATION.
FOR MORE INFORMATION ABOUT “MIND
OVER MIGRAINE,” VISIT
WWW.MINDOVERMIGRAINE.COM.
THIS IS RENI MITCHELL.
SUGGESTED ANCHOR TAG: FOR MORE INFORMATION ABOUT THE
“MIND OVER MIGRAINE” PROGRAM, VISIT
WWW.MINDOVERMIGRAINE.COM OR CALL 1-800-617-1144.
Additional B-Roll/Soundbites:
Additional B-Roll
Dr. Loder/patient footage
Shannon lifestyle footage
Simulation footage
Pharmacy footage
Manufacturing shots
Soundbites
“It’s helpful for patients to be as clear
as possible in speaking with their
doctor about the impact that
migraine is having on their lives.
That’s useful to the doctor in
Dr. Loder:
4
DRAFT FOR STAT 4.1.05
formulating a treatment plan that
includes such strategies as
TOPAMAX to help patients have
more migraine-free days.”
Dr. Loder:
“When patients are clear with their
doctors about impact that migraine is
having on their lives, it’s very useful
to the doctor in formulating a
treatment plan, a treatment plan that
for example might include
TOPAMAX and other measures to
decrease the number of headache
attacks that someone has.”
Dr. Loder:
“I think a program like ‘Mind Over
Migraine’ can really help the doctorpatient relationship, because it puts
patients in the driver’s seat. Too
often, people who have chronic
illnesses like migraine feel as if
they’re dependent on doctors or
other healthcare professionals for
advice and recommendations about
everything they do. In fact, in
chronic conditions most people who
take an interest in managing their
own condition do much better in the
long run.”
Dr. Loder:
“’Mind Over Migraine’ provides
patients with concrete suggestions
and tips about how to cut down on
the number of headaches they have
through important lifestyle changes,
and also helps them think about how
to discuss the impact that migraine
has on their lives with their doctors.”
Shannon Lenihan:
“In addition to taking TOPAMAX, I try
to keep my life on a regular schedule
by you know, eating regularly at the
same times, getting enough sleep,
just not add additional stressers to
my life, try to keep those to a
minimum.”
5
DRAFT FOR STAT 4.1.05
“Migraine is unlike any other
headache. It starts right, for me,
right at my left side only, goes right
down my head, into my neck, into my
shoulder. From there if the pain
medication doesn’t work quick
enough, I start to get nauseous, and
I need to lie down until it goes away,
just be in a quiet room.”
Shannon Lenihan:
6