Legislation changes offer opportunity to showcase new natural therapy product
Kava (Piper methysticum), is a medicinal South Pacific plant which has been shown to help reduce anxiety. Recent updates to the Medicines and Poisons legislation means Kava is now available across the state, bringing WA in line with other Australian states, where it has been available for many years.
Leading Australian natural therapies brand MediHerb has pioneered research into the safety and efficacy of Kava for many years and partnered with the Palin team to leverage the regulatory development into earned editorial and social media conversation.
A proactive, targeted PR program was built highlighting the clinical research around Kava - which compares favourably to the efficacy of existing medications for the treatment of chronic anxiety.