Almost from the day in 1995 that GlaxoSmithKline introduced Flonase, it was a runaway hit. The nasal spray alleviated seasonal allergy symptoms without causing drowsiness, and Americans (50 million of whom have allergies) clamored for a prescription. Flonase did $600 million in sales by 2000, and in 2005 raked in $1.3 billion. But Flonase's patent expired that year, opening the door to generic competitors. So when GSK returned to the market with an over-the-counter formulation last year, it needed an aggressive marketing plan. And digital marketing director Meredith Herman delivered it.