F-H to promote unnamed drug

Gemma O'Reilly 15-May-08

Japanese pharma firm Takeda has brought on board Fleishman-Hillard to handle PR support for a pre-launch drug.

The unnamed drug is aimed at patients with Friedreich's Ataxia - an inherited disease that causes progressive damage to the nervous system. It is characterized by problems with balance, coordination and speech.

F-H was awarded the account following a three-way pitch. It is charged with rolling out a European comms programme for the drug, whose compound is called high-dose idebenone.

Friedreich's Ataxia is rare but is the most prevalent inherited ataxia, affecting about one in every 50,000. Symptoms usually begin between the ages of five and 15.

F-H's comms programme will target patients and their parents across Europe. The agency's healthcare practice will also provide affiliates with strategies and media tools to launch the product.

Only registered users may comment. Please login to comment.

Subscriptions

Not a subscriber? View PR Week subscription options here.

Already a paid subscriber?

If you have a paid subscription to PRWeek magazine but have not used PRWeek.com before, please click here to activate your subscription.