The Prevacid®24HR Panel was a consumer trial panel and brand ambassador program launched by Novartis Consumer Health to cultivate influential frequent heartburn sufferers to try their new over-the-counter heartburn treatment and provide feedback. Over 10,000 consumers applied and 800 were selected to trial the product and document their experiences online. Panelists engaged on a discussion forum and provided testimonials that reached over 250,000 consumers and helped make Prevacid®24HR the second largest branded OTC heartburn treatment. The successful program increased positive perception of the brand.