Parkinson’s drug Apokyn ‘launches’ on NBC

NEW YORK: The fast-acting nature of a new drug for Parkinson’s Disease made for a dramatic US launch last week when a sufferer had his treatment broadcast live on TV.

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.

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