C&W wins launch PR for new Hoechst arthritis drug

KANSAS CITY: Pharmaceutical firm Hoechst Marion Roussel (HMR) has hired Cohn and Wolfe Healthcare to handle the global launch of its rheumatoid arthritis drug Arava.

KANSAS CITY: Pharmaceutical firm Hoechst Marion Roussel (HMR) has

hired Cohn and Wolfe Healthcare to handle the global launch of its

rheumatoid arthritis drug Arava.



Arava will be launched next year and Cohn and Wolfe will work prior to

the launch on building awareness in the US, UK, France, Germany, Italy

and Spain. The agency will receive a six-figure fee for its work over

the next six months and will also handle communications for a further

year.



The account team, led by Martin Ellis, Cohn and Wolfe’s international

director of healthcare, and will work closely with HMR’s teams in Kansas

and its European HQ in Frankfurt. Cohn and Wolfe will develop a

communications programme which can be developed for different markets by

HMR. In addition to the six main markets the drug may be marketed in up

to 30 additional countries.



HMR is part of Frankfurt-based holding company Hoechst. It also makes

drugs for hypertension and angina. HMR had turnover of pounds 4.62

billion in 1997, accounting for around 25 per cent of Hoechst’s total

turnover.



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