An experimental new regimen for Symbicort is currently being trialled. A successful approval of this regimen – 'SMART' – may provide a major incentive to switch patients from Seretide.
The new regimen may be approved in Europe later in the year.
AZ has also finally submitted Symbicort – available in almost 80 countries – for approval in the lucrative US market, where a launch is possible within 12 months. The business is currently held by Virgo Health PR, which was hired two years ago on fees believed to be in the region of £500,000 (PRWeek, 9 January 2004).
Munro & Forster Communications, which promotes Symbicort in the UK, is one of five agencies to have pitched.
Its UK account is not under review.
GSK has just completed a review of the global Seretide account, opting to stick with incumbent agency Burson-Marsteller (PRWeek, 20 January).
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