CAMBRIDGE, MA: Drug company Biogen Idec has hired Waggener Edstrom to support outreach for psoriasis drug Amevive.
The agency won the account after a competitive pitch. Terms were not disclosed.
Amevive competes in a crowded market that includes Remicade (Centocor), Humira (Abbott), and Enbrel (Amgen).
Jenny Moede, SVP of bioscience at Wag Ed, noted that the firm would expand on a current program that uses patients as ambassadors.
"The goal was to differentiate Amevive ... to really tell a human story," she said. "Patients are struggling with a very visible problem that's hard to treat."
Complicating outreach a bit is that Biogen plans to sell the product as part of its corporate restructuring.
"We're really doing what we planned to do, but in a different context," Moede said.