Karen Moyse, former deputy chief executive of Hill and Knowlton, and managing director of its pharmaceutical practice, has started her own consultancy, Kinetic Public Relations.
Kinetic is billed as the UK's first dedicated direct-to-consumer (DTC) pharmaceutical consultancy. The agency will advise pharmaceutical companies on targeting consumers directly, as opposed to medical professionals.
Guidelines do not allow drug companies to promote individual drugs to consumers after the launch period. However, drug companies are allowed to comment on diseases. Therefore disease awareness-raising campaigns are an effective way of communicating with the public.
Moyse left H&K in August 1999, after 13 years with the company. She spent a total of 15 years working in consumer marketing, with clients including Adidas and Pepsi. She also has four years experience in healthcare PR.
'I will be consulting personally,' she said. 'I wanted to set up a strategic agency so I could be advising clients. I was really missing that at H&K.'