Astellas, Edelman educate about overactive bladder

NORTHBROOK, IL: Astellas Pharma US is trying to raise awareness among women about the condition known as overactive bladder with a multifaceted campaign.

NORTHBROOK, IL: Astellas Pharma US is trying to raise awareness among women about the condition known as overactive bladder with a multifaceted campaign.

The company is working with Edelman, the PR AOR for its urology business.

The “OAB Reality” campaign is delivering messages through commonly experienced situations to help patients identify the physical and emotional ailments of the disorder and encourage them to talk to healthcare professionals about treatment options. The condition affects more than 46 million US adults.

“Many of the women who suffer from this feel they are alone,” said Pamela Buford, director of consumer marketing for Astellas Pharma US' urology business. “We want to get across that this is truly a real medical condition and help increase effective doctor-patient conversations.”

One of the campaign's biggest challenges is to get women to work through the discomfort of talking about the condition and taking the necessary steps to be treated.

The outreach effort is not tied to a specific Astellas product because the company felt it was more important for it to be education-focused, said Buford.

Campaign components include an OAB content center on Healthywomen.org, which includes in-depth information about the condition and support for women. It also features radio spots, PSAs, media outreach, and doctor's office materials such as patient-screening brochures and in-office communications.

“We're looking to talk to patients in more tangible ways about a condition that isn't frequently talked about,” said Erin Gardiner, SVP in Edelman's Chicago health practice.

Last summer, the American Urological Association Foundation launched the It's Time to Talk About OAB campaign with Ruder Finn to raise awareness of overactive bladder. 

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