NEWS: Cohn & Wolfe chosen for Flixotide

Cohn and Wolfe has scooped the estimated pounds 200,000 fee account from Glaxo Wellcome subsidiary Allen and Hanburys to promote its asthma drug Flixotide.

Cohn and Wolfe has scooped the estimated pounds 200,000 fee account from

Glaxo Wellcome subsidiary Allen and Hanburys to promote its asthma drug

Flixotide.



Appointed last week, the agency won the account after a lengthy pitch

process against three other specialist healthcare consultancies.



The pitch process itself was prompted by the decision in March to drop

Shire Hall from the Flixotide account following a disagreement between

agency and client over the level of PR activity being undertaken on

behalf of the drug.



With an overall annual budget of pounds 300,000 at its disposal, Cohn

and Wolfe will manage a media relations programme targeted at GPs and

practice nurses, emphasising Flixotide’s effectiveness and safety as an

inhaled steroid.



‘The key issue is to re-educate parents on the use of steroids for

asthma,’ explained Martin Ellis, director of Cohn and Wolfe’s healthcare

division. ‘We will be identifying ways of helping GPs overcome parental

steroid phobia and position it as a strongly effective drug.’



Approved and marketed in over 30 countries, Flixotide is used to treat

patients aged 12 years and over. One of Glaxo Wellcome’s biggest

earners, it achieved sales worth pounds 30 million in the first half of

1995.



Flixotide is Cohn and Wolfe’s fifth Glaxo Wellcome drug account. It

already manages PR for Zantac and Pylorid ulcer treatments, Zofran anti-

sickness treatment and the Wellseron cancer drug.



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