Fusion launches Allergan’s new glaucoma treatment

Pharmaceutical firm Allergan is injecting over pounds 250,000 into a pan-European pre-marketing campaign for a new glaucoma treatment.

Pharmaceutical firm Allergan is injecting over pounds 250,000 into

a pan-European pre-marketing campaign for a new glaucoma treatment.



The company has recruited UK agency Fusion Communications to manage PR

for the eye drop solution, which Allergan will not name for competitive

reasons.



Chiswick-based Fusion fought off competition from two other firms before

Christmas to clinch the contract. Agreed for an initial 12 months, the

programme will cover both pre-launch activity for the product and then

the launch itself.



Fusion’s account team, which will be led by board director Julia Cook,

has been briefed to inform UK ophthalmologists about the treatment. The

campaign will then roll out to eye specialists in France, Germany, Spain

and Italy. Fusion will also conduct a smaller campaign which is designed

to reach patient groups.



Glaucoma is an ocular disease associated with high pressure inside the

eyeball and is one of the leading causes of blindness. It is estimated

to affect around half a million people in the UK.



In addition to pharmaceutical products, Allergan is one of the leading

manufacturers of contact lenses and solutions. It also makes skincare,

neurological and surgical products.



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