Renal treatment to receive boost

Biotech company Genzyme is aiming to ramp up awareness of its kidney drug RenĀ­agel with the appointment of Munro & Forster.

The agency was awarded the pan-European account without a formal pitch. Ren­agel is a treatment for pat­ients on kidney dialysis that prevents a damaging build-up of phosphate in arterial walls.

M&F will target renal specialists across Europe to improve awareness of the importance of mineral management in pat­ients with renal failure.

Ellen Sarewitz, the age­ncy’s head of int­ernational healthcare, will head up the account. She will report into Genzyme’s Renal Business Unity European marketing manager Kate Gribbon.

‘This is the first time that Genzyme’s EU renal team has used a PR agency for a product-specific PR campaign,’ said Gribbon.

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