Pfizer picks MMC to run drug's pre-approval comms

NEW YORK: Pfizer has awarded the account for a new osteoporosis drug to Marina Maher Communications (MMC).

NEW YORK: Pfizer has awarded the account for a new osteoporosis drug to Marina Maher Communications (MMC).

MMC is handling all pre-approval communications for Oporia, which is currently under regulatory review.

Paul Ewing, Pfizer's director of PR, noted that the drug company chose MMC because of the agency's emphasis on communicating with women.

"We selected them because they brought a solid understanding of market dynamics," said Ewing.

Megan Svenson, EVP of healthcare at MMC, noted that this is the first time that the agency will be helping to launch one of Pfizer's drugs.

Other Pfizer drugs the agency currently works with include overactive bladder drug Detrol, migraine drug Relpax, and birth control shot Depo-Provera.

If approved, Oporia faces a crowded market.

But Time magazine last year named it one of the most promising drugs for 2005 after studies showed it improved bone density more than Eli Lilly's Evista, a similar product.

Terms of the agreement were not disclosed.

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