The long-term remedy for muscle-related pain in the shin is a change in the running style to eliminate the overstriding and heavy heel strike.
Most competitive runners do not strike the ground heel first. Sprinting is performed on the toes, as is middle-distance running. In long-distance running, the footstrike should be flat, though some elite long-distance runners will retain their forefoot strike acquired from years of competing in track-and-field. Look into the book Chi-Running... it is fantastic book which helps all runners with their running form.
Stress on the shin muscles can also be somewhat alleviated by footwear and choice of surface. Runners who strike heavily with the heel should look for shoes which provide ample rearfoot cushioning. Such shoes may be referred to as "stability" or "motion control" shoes. The so-called "neutral" shoes for bio-mechanically efficient runners may not have adequate support in the heel, because the runners for whom these shoes are intended do not require it. When their cushioning capability degrades, the shoes should be replaced. The commonly recommended replacement interval for shoes is 300-500 miles. Excessive pronation can be reduced by extra supports under the arch. Running shoes which have a significant supporting bump under the arch are called "motion control" shoes, because they work by limiting the pronating motion. Also shoes with cushion shock features and shoe inserts can help prevent future problems.