Medical devices firm Lombard in agency hire

British medical devices firm Lombard Medical Technologies has appointed Fuel PR to promote its flagship product Aorfix across Europe.

Oxford-based Lombard, which develops tubes for redirecting blood flow, has briefed the agency on consumer and medical comms support both in the UK and on the Continent.

It is billing Aorfix as 'a great advance in medical technology'. The AIM-listed Lombard is also developing other products to treat vascular disease.

The Aorfix is grafted into the body to treat abdominal aortic aneurysms, balloon-like enlargements of the body's principal artery that, if untreated, can rupture and cause death.

Fuel kicked off its campaign this week at the 28th Charing Cross International Symposium, a major medical conference held at Imperial College London. The agency held a press briefing to demonstrate the Aorfix.

Abdominal aortic aneurysms cause around 10,000 deaths every year in the UK – famous victims include Albert Einstein.

The Aorfix is flexible enough to bend without kinking in severely angulated aortas: some devices used currently can be problematic because their inflexibility means some angular veins or arteries cannot be treated.

The UK is seen to be lagging behind other European countries, such as France, in its adoption of procedures that would allow Aorfix use.
Fuel associate director Carole Graham leads the account, reporting to Lombard medical director (UK and international) Andrew Tasker.

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