People with high blood pressure will be able to take just one tablet a day for their condition after Britain's first three-in-one pill was launched last week. Nearly two million people are prescribed three or more pills a day to control high blood pressure.
Why is it important?
According to reports, calculating when each pill needs to be taken can be confusing for many people, and up to 80 per cent are thought to be taking their medication incorrectly.
The new treatment, Sevikar HCT, contains three treatments in one pill, reducing the number of tablets that people with high blood pressure need to take. High blood pressure has no obvious symptoms and affects more than eight million people in the UK. Left untreated, it is the biggest cause of strokes.
Global pharmaceutical firm Daiichi Sankyo worked with 90Ten Healthcare to launch Sevikar HCT and maximise coverage of the story in the consumer and health trade media. Working with patient groups and media medics, the 90Ten team developed a story around the simplification of treatment that would resonate with the general public and healthcare providers.
The launch dominated the front page of the Daily Express, and was covered extensively in The Daily Telegraph, on ITV1's Daybreak, BBC Radio 2, LBC Radio and in leading health trade titles such as Chemist + Druggist.
2m - Number of people taking at least three pills a day to control blood pressure*
80% - Proportion who fail to take their medication as directed by their GP**.
* Source: Daiichi Sankyo - CEGEDIM Strategic Data; ** Source: NICE.