Biogen Idec taps Wag Ed to tout its psoriasis offering

CAMBRIDGE, MA: Drug company Biogen Idec has hired Waggener Edstrom to support outreach for psoriasis drug Amevive.

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.

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