2009, a global pharmaceutical company brought an intranasal opioid spray for the treatment of breakthrough cancer pain (BTCP) to the market, with an initial launch in Ireland prior to a Europe-wide launch. This was the first such delivery method for a fentanyl-based product.The company had identified a shortfall in their existing marketing collateral, which inhibited their ability to fully promote the product in the BTCP market which needs to be better understood, and against established, non-intranasal alternative products for background cancer pain. The key aim was to educate HCPs to understand the difference between BTCP and background cancer pain, and learn how the product was a more effective treatment for BTCP.
