Carter Ryley Thomas Public Relations is handling PR for the launch of Bertek Pharmaceuticals’ drug Apokyn, the only Food and Drug Administration-approved ‘rescue treatment’ for Parkinson’s patients, who suffer muscle rigidity when their standard medication fails.
The sufferer, Sheldon Meizlish, arrived at the NBC studio in an ‘off-episode’ – when patients might have difficulty moving, talking, and forming facial expressions. He received an on-air injection and was shown again about 20 minutes later.
Meizlish’s NBC appearance was part of what CRT PR described as a ‘soft launch’. The official launch is set for July, when the FDA gives the go-ahead to begin marketing the drug.