Healthcare: Biss Lancaster in Accu-Chek push

Roche Diagnostics is using Euro RSCG Biss Lancaster to promote its Accu-Chek range of blood-glucose meters. Forthcoming consumer PR activity is set to include celebrity link-ups and a stress on the importance of 'lifestyle management'.

The appointment of Biss Lancaster comes ahead of the launch of two meters, details of which are currently under wraps, later this year.

Diabetes Week, which is organised by charity Diabetes UK and takes place in mid-June, will provide a focus for activity.

Biss Lancaster is also targeting medical professionals with profile-raising work planned at the 41st annual meeting of the European Association for the Study of Diabetes in Athens, Greece, from 10-15 September.

The agency, which reports to external comms manager Hazel Clarke, was hired after a pitch against incumbent Pegasus PR, Edelman and Grayling.

Biss Lancaster's sister agency Euro RSCG Life continues to handle advertising for Roche Diagnostics.

News of the appointment of Biss Lancaster emerges just weeks after rival LifeScan UK, a Johnson & Johnson company, hired Haygarth to promote its rival products, such as OneTouch Ultra (PRWeek, 18 February).

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