Boehringer Ingelheim, the German pharmaceutical giant, has chosen
Cohn and Wolfe to support the global introduction of non-CFC propelled
The programme is likely to last for between three and five years.
Inhalers used for the treatment of asthma and other respiratory
conditions, are currently propelled by CFCs. The Montreal Protocol, an
international treaty signed by 130 countries in 1987, resulted in the
ban of all CFCs by 2005.
Martin Ellis, deputy managing director at C&W, said: ’The key task is to
ensure a seamless transition. Patients get very concerned about changes
of medication and the medical profession needs to know that the new
inhalers are as effective.’
The programme will also address the differing interpretations of the
Montreal Protocol by regulatory authorities worldwide. Some may phase
out the CFC inhalers gradually, while others may ban them
The strategy devised by Cohn and Wolfe will be implemented in individual
markets by local PR agencies.
- Cohn and Wolfe has expanded its healthcare team with the appointment
of Fiona Stratford as account director. Stratford was made redundant
from her job as public affairs manager at Bristol Myers Squibb in
June(PR Week, 13 June). ’Six months in-house gave me a wealth of
experience,’ said Stratford, who joined BMS in November from