WASHINGTON, DC: Glaxo Wellcome has handed a high-six-figure assignment to promote Lotronex, a new irritable bowel syndrome (IBS) treatment, to Fleishman-Hillard.
WASHINGTON, DC: Glaxo Wellcome has handed a high-six-figure
assignment to promote Lotronex, a new irritable bowel syndrome (IBS)
treatment, to Fleishman-Hillard.
The thrust of the PR program will be raising consumer awareness of IBS
and the fact that it can be treated. According to Glaxo Wellcome, IBS -
also known as ’nervous stomach’ - may affect as much as 20% of the
Marilyn Castaldi, senior partner and director of Fleishman’s healthcare
practice, said the agency plans to launch a national media relations
campaign to inform consumers about the disease and treatment options.
She said Fleishman’s efforts, to be split between its Washington, DC and
New York outposts, will be targeted at women, who are more commonly
affected by IBS than men.
Castaldi herself will shortly be relocating from New York to DC in order
to better respond to the growing emphasis in the nation’s capital on
healthcare issues. She said her move will allow Fleishman ’to expand,
enlarge and place new emphasis’ on its healthcare practice.
’Healthcare will loom ever larger on the public agenda,’ she said. ’The
DC arena will be a fertile ground for exponential growth.’
Castaldi added that a major factor contributing to healthcare growth is
’demographics. A huge portion of our population is nearing middle age.’