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
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.