Bayer appoints GCI for Alzheimer’s drug launch

Drug company Bayer has appointed GCI Healthcare to a pounds 200,000 fee account to support the launch and pre-launch activity for its new treatment for Alzheimer’s Disease, metrifonate.

Drug company Bayer has appointed GCI Healthcare to a pounds 200,000

fee account to support the launch and pre-launch activity for its new

treatment for Alzheimer’s Disease, metrifonate.



GCI won the work following a three-way competitive pitch. The agency

will work alongside WestawayGillis, which specialises in communications

with health authorities, and is formally affiliated to GCI

Healthcare.



Health authorities are a key audience in healthcare campaigns, and

although regulations prevent the direct promotion of drugs, education

and information programmes are permitted.



Besides prescribing clinicians, such as psycho-geriatricians, audiences

for the launch campaign include community psychiatric nurses, and others

involved in the care of patients, as well as charitable bodies.



Metrifonate has been submitted to the European Medical Evaluation Agency

for licensing for the treatment of mild to moderate Alzheimer’s

Disease.



Around 47 per cent of Alzheimer’s sufferers are over the age of 85.



- GCI Group has been appointed to handle press office work and hotel

launches for Travel Inn, the UK’s largest budget hotel chain, following

a competitive pitch. Whitbread-owned Travel Inn is expanding, with a new

property opening in the UK every ten days on average.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.