The account, which was decided in a two-way pitch, will see Virgo tasked with promoting Micardis primarily to GPs.
‘We will be focusing on GPs, some hospital doctors and diabetologists, but GPs in particular because under the GP contract hypertension targets are very high on the agenda,’ said Virgo joint managing director Angie Wiles.
The appointment is part of a programme to revise Boehringer Ingelheim’s marketing strategy for Micardis, which saw the firm appoint Roundhouse as its new advertising agency in August.
GPs are faced with the need to manage hypertension with therapies such as Micardis after research showed a third of the adult population has high blood pressure. There are 50,000 deaths from strokes each year in the UK, as well as 100,000 deaths from heart disease that are attributed to high blood pressure.
Virgo was launched in July by Angie Wiles and Sarah Matthew, former managing directors of Cohn & Wolfe UK and Sugar Consulting, respectively (PRWeek, 11 July).