P&P is lobbying the Australian government to list the product on its pharmaceutical benefits scheme, as well as promoting awareness of Aldara to both mainstream media and specialist titles.
The prescription-only cream works by prompting the body’s own immune system to destroy cancerous cells. Experts believe it could save about 50,000 Australians a year from painful surgical incisions.
‘Australia has strong rules about promoting pharmaceuticals. You can promote the educational benefits of the product and how patients can get more information about it, rather than promoting the product itself,’ said P&P MD Andrew Parker.
Australia has the world's highest skin cancer rate.