Pharma company appoints Road Comms to promote osteoporosis drug

Theramex has hired health and wellbeing specialist Road Communications to handle a campaign for the drug Actonel GR, following their successful partnership in support of World Osteoporosis Day 2018.

Every three seconds a bone breaks due to osteoporosis (Pic credit: FreezeFrameStudio/Getty Images)
Every three seconds a bone breaks due to osteoporosis (Pic credit: FreezeFrameStudio/Getty Images)

The agency has been handed the brief to run a pan-European PR and social-media programme aimed at educating doctors and their patients and the treatment options for osteoporosis.

The activity, focusing on France, Italy and Spain, is due to begin next month.

A key message will be how gastric-resistant drugs such as Actonel GR will be better tolerated by people with osteoporosis than standard oral treatments.

Other core messages will be that every three seconds a bone breaks due to osteoporosis, but that taking medication can reduce the risk of fractures by 50 per cent.

Paul Jarman, managing director of Road Communications, said: "Our integrated digital and offline activity will make a healthy difference by catching the most vulnerable patients with the right treatment before they fall."

Track record

Theramex’s decision to appoint Road Communications comes just months after it completed a successful social-media project for the company to support World Osteoporosis Day 2018.

Doctors and patients in France, Italy and Spain were targeted in the #CatchMeBeforeIFall campaign to connect women and their doctors over the issue of osteoporosis and encourage them to discuss strategies to reduce the risk of the condition.

The agency created a 15-second campaign video, which was promoted via Facebook and LinkedIn in the week leading up to World Osteoporosis Day last October.


The video received more than 380,000 views across LinkedIn and Facebook, with over 12,000 clicks to the Theramex website.

The agency hopes to replicate its success in the new project. Rolling out in the coming weeks, it will be worked on by Jarman, along with senior account manager Beth Lowes and senior account executive Anna Ramsey.


Paul Jarman, managing director, Road Communications, with some of his colleagues

Theramex marketing manager Zoe Phillips said: "We chose to work with Road because of the company’s proven women’s health knowledge and experience in integrated campaigns."

She added: "We’re excited to work in partnership with Road and use their expertise to drive healthier outcomes for osteoporosis sufferers."


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