Red Consultancy health team wins Cialis UK account

The Red Consultancy's healthcare team has been appointed to handle

the UK launch of Eli Lilly manufactured Cialis, an erectile disfunction

treatment to rival Viagra.



The ability to launch the product follows a High Court ruling last

November declaring the patent of Pfizer's Viagra - which related to the

method of delivery of treatment - invalid in the UK.



Cialis will enter the market as rival firm Bayer launches a similar

product in Vardenafil, promoted by Red Door Communications (PRWeek, 22

June).



The account is led by Red healthcare director Amanda Duncan, reporting

to Jon Osborne, Cialis brand manager at Lilly UK.



Duncan said the agency's task would be challenging: 'We will need to

ensure serious messages on the benefits of Cialis are communicated,' she

said.



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