The six-figure brief will see Pegasus manage the UK PR, brand positioning, and advertising, with an initial focus on targeting pharmacists and healthcare professionals.

A subsequent consumer campaign will set about educating sections of the public on the importance of home health monitoring, with the ultimate aim of establishing Proton Healthcare as the leading brand in the market. 

The initial product focus will be placed on blood pressure monitors, body fat analyser scales and digital thermometers.  

‘We are seeing a gradual shift in attitude from treatment to prevention and home management and monitoring will increasingly play a vital role in this,' said Proton director Andrew Hawken.

Pegasus director Stuart Hehir added: ‘With as many as 17 million people suffering from high blood pressure and pharmacists increasingly taking an active role in managing conditions like hypertension in the community, our campaign will engage, educate, and inspire healthcare professionals to recommend and consumers to request the Proton range.'