Scope launches two revolutionary drugs

Pharmacia and Upjohn has chosen Scope Ketchum to promote two new

products - Edronax (reboxetine), a new anti-depressant and Cabaser

(cabergoline), a treatment for Parkinson’s disease.

Scope Ketchum won the accounts, which together are likely to bring in a

six-figure fee, after a non-competitive pitch.

Pharmacia and Upjohn marketing director, Mike Berridge, said: ’Scope

came on board initially for the Parkinson’s disease work, but the

quantity of senior level expertise gave us the confidence to award them

our Edronax business.’

Edronax is a noradrenaline reuptake inhibitor. ’Older tricyclics were

not selective and this meant that patients suffered from numerous side

effects, like sleepiness,’ said Karen Winterhalter, account director at

Scope Ketchum. ’Edronax is more selective, so there are fewer side

effects.’

The agency will be conducting a pre-marketing campaign, presenting

Edronax to psychiatrists at national meetings throughout the summer.

Cabaser is the first once daily dopamine agonist which is used in

conjunction with levadopa to control motor functions and prevent

shaking.

’Some patients can be taking tablets every couple of hours and the drugs

dominate their existence,’ said Winterhalter. ’One tablet of Cabaser

taken once a day can change their lives.’

Other Scope Ketchum healthcare clients include Acuson, Bayer, Janssen

and Dow Chemical.