ImpediMed taps Russo for surgeon education campaign

NEW YORK: ImpediMed, the Australian medical device company, has named Russo Partners as its US agency in order to support a campaign geared at educating breast surgeons on the "lymphedema index."

NEW YORK: ImpediMed, the Australian medical device company, has named Russo Partners as its US agency in order to support a campaign geared at educating breast surgeons on the “lymphedema index.”

The index is a measure of a patient's likelihood to develop lymphedema, a condition in which fluid builds up in the arms of breast cancer patients. The US work will focus on three upcoming crucial events for the company, according to David Schull, president of Russo Partners.

First, the American Society of Breast Surgeons will host its annual meeting in New York in April, where Russo says the company will host an “experts dinner,” in order to help surgeons understand the new technology.

In May, the journal Cancer is expected to publish an article highlighting the importance of preventative care in this area, and Russo says the agency will operate a media relations function in the aftermath of the publication, hoping to bring additional awareness to the issue.

Finally, the Food and Drug Administration (FDA) is expected to weigh in on the company's application for approval for the U400, the company's newest device that deals with the index.

Schull said the win was a substantial one for the agency, and that four agency executives were working on the account. Budget details were not disclosed.

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