WSW picked for PR push of NovoSeven

NEW YORK: Novo Nordisk has chosen the healthcare practice of Weber

Shandwick World-wide over an undisclosed agency for work on new

hemophilia drug, NovoSeven, a blood coagulation product that passed

clinical trials and received FDA approval in 1999.

The appointment is part of a new executive strategy for more proactive

US public relations. Novo Nordisk expects to issue further RFPs later

this year.

Susan Jackson, director of corporate communications for Novo Nordisk,

said the company chose WSW because the team presented a creative


'In the past, our company has been rather conservative,' said


'There are ways to spice up even the basic things which we needed to

accomplish and Weber Shandwick did that.'

The agency won the dollars 500,000 account after losing a Novo Nordisk

diabetes account to Chandler Chicco (PRWeek, April 16).

Sandra Powers, EVP of WSW's healthcare practice, said outreach will

include physical education, specifically to hematologists, who will be

targeted mostly at trade shows.

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