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
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
’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.