hsd - which won a two-stage pitch against Wells Healthcare, 4D and Tonic to scoop the contract - is seeking to boost prescriptions of Gaviscon Advance, which is produced by household, health- and personal-care giant Reckitt Benckiser.
'We will try to encourage doctors to prescribe Gaviscon Advance instead of the maintenance dose Proton Pump Inhibitors (PPIs) that most people are given,' said hsd director Lisa Penney.
Doctors can prescribe Gaviscon Advance - which was launched in the UK six years ago - or PPI products such as Protium and Zoton to combat indigestion.
On the over-the-counter side, Gaviscon Advance currently competes with products such as Rennie and Settlers.
'Too many people are on PPIs when they don't need to be - although not everyone can be switched. Gaviscon Advance is an effective step-down treatment and we will help healthcare professionals to identify which patients can be switched,' Penney added.
Penney and MD Lesley Scott lead a five-strong account team, reporting to Gaviscon Advance senior product manager Charlotte Reader, on a contract that runs until December.
The team will target doctors and nurses, who are increasingly involved in prescribing dyspepsia products, in addition to gastro-enterology opinion-leaders in primary and secondary care.