EAST HANOVER, NJ: Swiss pharmaceutical company Novartis made
headlines last week by announcing FDA approval for Glivec, a new drug
for treating chronic myeloid leukemia. The decision comes after nearly
18 months of advance-issues management and media relations.
Corporate communications director Gloria Stone said Novartis retained
Ruder Finn (RF) in the fall of 1999 to lay the groundwork for the
introduction of Glivec, or imatinib mesylate.
The drug, whose application was filed only 32 months after its first
tested dosage in human trials, is considered one of the fastest new
cancer treatments ever developed and approved. RF and Stone's team have
been educating the medical and media communities about the results of
the trials, and communicating access to potential patients.
Novartis has enlisted Cooper Communications to handle media outreach
surrounding the recent FDA approval.