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