Pharmaceutical giant Novartis has appointed Countrywide Porter
Novelli to launch a new diabetes treatment, Starlix.
The six-figure account was awarded following a four-way competitive
The team is headed by Countrywide director Pippa Evans, who reports to
Paul Simpson, marketing manager for Starlix.
The campaign will target healthcare professionals, and pave the way for
the 2001-scheduled launch.
Starlix is an oral treatment for type-two diabetes, the most common form
of the disease, which usually affects adults over the age of 40, the
majority of whom are overweight.
Evans said: ’A number of new treatments for type two diabetes are
expected to receive regulatory approval over the coming year, making
this an increasingly competitive market place. This particular product
provides physicians with a novel approach to the management of this
condition, and as such affords a great PR opportunity.’
Diabetes UK says that 1.4 million people are diagnosed with diabetes in
this country, with up to one million more unknowingly ill from the
Starlix is being hailed as a ’blockbuster’ for Novartis. At the time of
filing for marketing approval with the US Food and Drug Administration
and European Medicines Evaluation Agency in December last year, Novartis
said it was estimated that the number of people suffering type-two
diabetes would rise to 220 million by 2010 from a current 125 million.
This was largely as a result of better detection in people increasingly
leading a more sedentary lifestyle.