Working through a headache is like working through a fog. It’s difficult to accurately determine exactly what you’re doing because of the obstacle, and when you can’t see clearly, your work will very likely be far from your best. An ad campaign launched by Bayer Healthcare for its product Saridon shows how a headache can interfere with one’s job. A clerk, for example, who needs to go through hundreds of papers in a typical work day, is prevented from doing his job well because of a pounding headache. The problem that this ailment brings can be best illustrated if one is to think of it as an alter ego who just won’t stop pestering you at the expense of your productivity and quality—an example based on Saridon’s ad campaign.
Saridon is an analgesic that is more popularly known for treating headaches. Each tablet contains caffeine, paracetamol, and propyphenazone. This combination was not present when Saridon was first launched. After conducting a market research, however, Bayer saw it fit to reformulate the medicine so as to include the substance propyphenazone. Bayer found out that consumers of pain relievers were most likely to choose an analgesic that not only lasts long but also acts fast. The presence of paracetamol already ensured that the pain relief lasted long; the problem was how to make it manifest its effects faster, because paracetamol had a slow onset. This problem was solved by propyphenazone, whose characteristics were the reverse of that of paracetamol: it did not provide long relief, but it did have a significantly faster onset. Thus, by combining paracetamol and propyphenazone, Bayer created an analgesic that works in as fast as fifteen minutes and which provided long-lasting pain relief. Caffeine works as a stimulant so that the medicine taker will not feel drowsy at an inopportune time.
To ensure the product’s viability in the pharmaceutical industry, a number of studies have been conducted to test whether Saridon is safe, tolerable, and most of all, effective.
Like all over-the counter drugs, Saridon has side effects, and studies show that it is safe to take the product, especially since no cases of fatal or near-fatal reactions to the drug have been reported so far. Many patients also found that it was relatively easy to ingest the tablet, scoring high points in the tolerability scale. And in terms of efficacy, studies reveal that patients who took the product felt pain relief within fifteen minutes, which gives it significant advantage over other pain relievers.
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