ST. PAUL, MN: Torax Medical and Padilla Speer Beardsley have launched a national effort to promote a new medical device that treats Gastroesophageal reflux disease (GERD).
The initiative comes after the US Food and Drug Administration approved Torax Medical's product, called LINX Reflux Management System, last year.
The campaign kicked off late last month with an article in the New England Journal of Medicine, which published data about the effectiveness of LINX. Padilla has since issued a multimedia news release with an animation and a video featuring patients and physicians.
Padilla is reaching out to national and trade media, and the device has garnered coverage in outlets including WebMD and MedPage Today. The agency is also conducting media training with Torax Medical's CEO as well as several physicians and patients.
Sharing stories of people who are using or in need of LINX is a key strategy in raising awareness of the product, said Janet Stacey, VP of healthcare and medical devices at Padilla.
“Patients are talking about the benefits of the device in their own words and how it's affecting their lives,” Stacey said. “That's a good way to illustrate the potential benefits for any kind of medical device.”
LINX is an implant made up of interlinked titanium beads with magnetic cores. The magnetic attraction between the beads enhances a muscle in the esophagus to prevent reflux.
GERD is a chronic disease in which gastric fluid flows back into the esophagus, leading to pain and injury in the esophageal lining. Between 20 million and 30 million Americans take medications such as Prevacid, Nexium, and Prilosec to treat the condition.
However, these drugs do not repair the muscle issue that allows reflux to continue, according to Torax data.
A Torax Medical representative did not respond to request for comment.
Last month, Midwest Dental hired Padilla as PR AOR.