Greenlines wins male health education task

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 affects men.

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

affects men.



The consumer account will run for five years and cover the UK and

Europe.



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

countries.



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

their GPs.



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.



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