MD Richard Kenyon said the brief was to target the UK specialist press with the message that Lipostat, a medicine in the statin class of potentially life-saving cholesterol-lowering drugs, is an established brand, widely used by clinicians.
With several other statins due to come onto the market it was important to emphasise among a target audience of GPs, pharmacists and cardiologists that Lipostat already has a clinically proven track record, Kenyon said.
He added that while there would be some work with consumer press, this would be limited due to legal constraints on the marketing of drugs.
Lipostat is jointly marketed in the UK by Bristol-Myers Squibb and Sankyo Pharma. CPR UK Healthcare's six-strong account team will report to BMS marketing manager Pankaj Oza.