Edelman hires Breakwell for European medical arm

Edelman Public Relations Worldwide has launched a European medical education division and appointed Nigel Breakwell, previously a director of Bell Pottinger Healthcare, to head it.

Edelman Public Relations Worldwide has launched a European medical

education division and appointed Nigel Breakwell, previously a director

of Bell Pottinger Healthcare, to head it.



The division is known as BioScience Europe, and is based at Edelman’s

London offices. The move has been driven by the success of BioScience

Communications in the US, which has been running for five years and has

30 staff in three cities and annual fees of over pounds 3 million.



Medical education is the arm of PR which deals with informing healthcare

professionals. Areas it may cover include products under development and

raising awareness of medical conditions which are little understood by

the wider health care community.



BioScience Europe will undertake medical education work for

pharmaceutical and biotechnology companies. With its US sister-company

and Edelman’s seven-country European network, it can offer global

programmes, as well as developing its own clients. In the US, BioScience

has worked on clients’ presentations to the Food and Drug Administration

and it is possible that it will work on submissions to the National

Institute of Clinical Excellence in the UK.



In the case of biotechnology companies, work may extend to corporate PR,

as they seek to raise their profile and develop investor relations.



The division currently employs three staff, but Breakwell says this is

expected to increase to five or six people by the end of the year.



Edelman is the largest independently-owned PR company in the UK, with

fees of almost pounds 9 million in 1998.



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