Japanese pharmaceutical firm Yamanouchi has appointed Greenlines
Healthcare Communications on fees in excess of pounds 200,000 to raise
awareness of benign prostate hypertrophy, a urinary condition which
The consumer account will run for five years and cover the UK and
There was no competitive pitch for the work.
Yamanouchi wants to raise awareness of the condition, which used to be
treated through surgery, but can now be treated through drugs such as
the company’s product Flomax MR.
Greenlines will draw up a strategy to mount the campaign across 15
The agency will work on the ground in France, Germany, Italy, Spain and
the UK, while local agencies will be hired in other countries.
Greenlines is aiming to educate consumers and patient groups about the
condition, and encourage men who exhibit symptoms to seek help from
Older men are more at risk from the disease, which causes the prostate
gland - the organ which secretes seminal fluids - to swell and so cause
problems with passing water.
Symptoms include delay or difficulty in passing water, having to strain
to pass water and discomfort.
Among the publications the agency will target is the glossy male health
and lifestyle monthly Men’s Health, which is published in all the five
markets that the agency will work in.
Greenlines Healthcare Communications managing director Charlene Bargeron
said: ’Men are notoriously reluctant to visit their GPs about prostate
problems and we want to challenge that.’
Prostate enlargement is thought to affect an estimated two million men
in the UK.