PharmaCom hired for global PR push of hepatitis drug

TORONTO: Roche Pharmaceutical has chosen National PharmaCom to

handle global public relations for the launch of Pegasys, a drug that

treats hepatitis C.

Three other healthcare PR firms pitched for the business. This

represents the first occasion that PharmaCom and Roche have worked

together on a global campaign. Previously, PharmaCom worked with Roche

on various Canadian product initiatives.

PharmaCom's Toronto office will oversee the campaign. The Pegasys work

will also involve the close collaboration of sister agency

Burson-Marsteller's London and New York healthcare teams. All three

groups will work together to coordinate efforts to increase the drug's

awareness level, and to help make inroads into capturing a piece of that

area's market share.

The size of the account was not disclosed, but PharmaCom said that the

win was "one of the most significant accomplishments for our team this


According to the National Medical Association, hepatitis C is the most

common bloodborne infection. It is predominately spread through contact

with infected blood, and can result in cancer, cirrhosis, or failure of

the liver.

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