The work is being handled by Interaction Marketing and Public Relations Consultants, which will promote the use of the product in treating lung cancer to doctors, health workers and charities.
The agency won a four-way pitch earlier this year to promote Taxotere’s use, and will work alongside an in-house team in a campaign focused initially on medical education.
Account director at Kent-based Interaction Charlotte Messer said the campaign would target a ‘secondary-care audience’, before working with patient-groups and charities for a broader ‘disease awareness’ push.
Messer said the campaign would have a greater focus than in the past on encouraging doctors and carers to pay greater attention to enhancing the quality of life of lung cancer sufferers over the age of 70.
The product also has a use in tackling breast cancer. Work on this is being handled by Shire Health Group.