CAMBRIDGE, MA: Biotechnology company Genzyme has hired Schwartz Communications for a campaign targeted at women planning elective caesarean sections.
Schwartz will represent Seprafilm, a product that prevents adhesions, the postoperative scars that can cause organs to stick together.
Although Seprafilm can be used during any abdominal or gynecological surgery, the national media campaign will take advantage of the growing number of women who are pre-planning their deliveries.
Schwartz is now compiling background data on C-section trends, as well as on the incidence of adhesions, which can lead to chronic pelvic pain, bowel obstruction, and infertility.
"By and large, the women's population is uninformed about adhesions," said Schwartz SVP Jim Weinrebe.
He added that the campaign would encourage women to seek out doctors and hospitals that use Seprafilm. "This is opportunistically addressing trends in gynecological surgery."
Schwartz is also working with surgeons and patients who have either suffered from adhesion-related complications or have avoided them.
Terms were not disclosed.