Resolute Communications, which has promoted the brand internationally for almost a year, has secured a UK-specific contract to promote Durogesic – which is best known as a pain relief drug for cancer patients – to healthcare professionals and chronic non-cancer pain sufferers.
In the UK, the brand was formerly promoted by Hill & Knowlton, which was hired in 1995 and was one of three agencies that pitched for the fresh contract.
Resolute joint managing director Paul Blackburn said a PR offensive would kick off ‘later this year’ and would ‘concentrate on raising awareness of the lack of chronic pain management in the UK and the consequences of under treating this debilitating condition’. The campaign plans to ‘work closely’ with patient groups.
Research unveiled in Prague last September indicated that Durogesic could help those who suffer chronic back pain.
In the research, the prescription-only patch resulted in a significant improvement in pain relief in six out of ten patients with bad backs.
Each patchs last three days, with the drug being absorbed through the skin into the bloodstream.
Blackburn said PR activity would ‘make people more aware of the benefits of opioid treatment for chronic pain, including chronic lower-back pain’.