CINCINNATI: Procter & Gamble (P&G) has named DeVries PR as its agency of record for Intrinsa, a female sexual dysfunction patch currently in phase-three clinical trials.
Throughout phases one and two, Edelman was handling the account.
Mary Johnson, spokesperson for P&G, said late-stage PR efforts would target "menopausal women who are distressed by their loss of sexual desire" and their physicians.
Forbidden from marketing efforts before regulatory approval, P&G and DeVries, according to Johnson, will try and generate buzz by disseminating clinical trial results to the media and other influential constituencies.
"We hope to do what Viagra did for men, by raising awareness and getting people to talk about this disease," Johnson said. "We want to help women understand that there are biological reasons for feeling the way they do."
The patch releases doses of testosterone and has to be changed twice a week. With no drug currently on the market for increasing sex drive in women, Intrinsa, if approved, would be a potential blockbuster for P&G.
Johnson would not comment on the PR budget for the patch, but pointed to the fact that "several million women" are affected by loss of sexual desire.