Healthcare: Pfizer plugs diabetes research for Lipitor

US drugs giant Pfizer has launched a PR push to promote data that shows the efficacy of anti-cholesterol mega-brand Lipitor in reducing heart attacks and strokes in diabetes patients.

It is using Omnicom PR agency Ketchum's London office, along with PR input from the WPP stable, to plug the results of the 'Collaborative Atorvastatin Diabetes Study' (Cards), unveiled last week at the annual meeting of the American Diabetes Association in the US.

Ketchum London associate director Susannah Knox is leading the agency's work.

Cards, which was initiated in the UK and Ireland and involved more than 2,800 patients, also involved University College London, Diabetes UK and the Department of Health.

Professor Helen Colhoun, one of the Cards investigators at University College Dublin, said: 'The benefit was so great, the trial had to be terminated early.'

WPP won a pitch at the turn of the year to co-ordinate PR at a global level for a selection of Pfizer drugs (PRWeek, 6 February).

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