NEW YORK: Access Pharmaceuticals has hired Edelman through December of this year to help promote its MuGard brand, a treatment for oral mucositis.
“We really feel it's a good time to get a serious PR campaign in the works for MuGard because it's a leading product for oral mucositis and the market is not that educated on treatments for oral mucositis,” said Christine Berni, director of investor relations at Access.
Access chose Edelman because it is "one of the best and we know that they come very highly referred. They have a great name on the street and we're at a really good time in our story having launched MuGard," according to Berni. "Up until this point, we've been relatively quiet and we wanted to make sure we were at the right time in the product launch to bring on a comprehensive PR strategy, so we hope that they can get our team's messages out to media outlets and trade publications.”
Edelman, which has dedicated four people to the account, will be increasing awareness about oral mucositis and MuGard among the oncology community, said Donna Lorenson, EVP at the agency. The agency's goal is to have more people aware that a treatment is available for the inflammatory condition, which often comes as a side effect of chemotherapy.
“This product is really exciting because a lot of people don't know that oral mucositis can derail you from your cancer treatment,” Lorenson added.
The agency will be getting the word out to the oncology community through an online audit and by training spokespeople for the company, as well as advocates of MuGard.