Both agencies, which worked to promote Shire Pharmaceuticals’ involvement in Alzheimer’s Awareness Week last year and a number of related projects, have already begun promoting the treatment.
A prime audience for Medicom, for whom Dr Lisa Saxby is running the account, are psychiatrists, particularly those specialising in treatment for the elderly population. This may broaden in the future to include GPs.
GCI takes charge of media relations to raise awareness of the need for early diagnosis of dementia and the social issues for sufferers and their carers, said GCI Healthcare managing director Rhonda Smith.
Activity will surround the launch of a Reminyl formulation due for release early next year. The move comes in an increasingly competitive market for Alzheimer’s therapies, with Reminyl competing with Pfizer’s Aricept and Novartis’s Exelon.
Resolute Communications, which runs PR for Reminyl outside the UK and the US, was one of the agencies that pitched for the UK brief.
Dementia affects around five per cent of the UK population, according to the Alzheimer’s Society.