GSK hires PN to promote blood-clot inhibitor in EU

GSK has drafted in Porter Novelli to handle PR for blood-clot inhibitor product Integrilin across Europe.

The agency will promote the brand within the cardiology community in the UK, France, Germany, Italy and Spain.

GSK announced a deal with US bio-pharma firm Millennium Pharmaceuticals just last month that saw the British drugs powerhouse seal an agreement to promote the product within Europe.

GSK snapped up the rights to market Integrilin in Europe from Schering-Plough, which will continue to promote the brand in Europe until the approved transfer of marketing authorisations, which is anticipated to be complete by December.

Integrilin is the US market-leading therapy in a class of blood-clot inhibitors known as glycoprotein IIb-IIIa inhibitors.

The product launched in the US in 1998 and in Europe in 1999 and is used to treat patients with unstable angina and non-ST-segment elevation myocardial infarction, two closely related conditions known as acute coronary syndromes (ACS), which result in more than 2.5 million hospitalisations annually in the US and Europe.

Jo Fensome, healthcare director at PN – which already promotes GSK’s acute heart-failure treatment Noratak – said the aim was to boost awareness of Integrilin as ‘an effective option for ACS patients in Europe’.

The agency will handle PR for the brand at the European Society of Cardiology congress in Munich later this year.

Schering-Plough will continue to co-promote Integrilin alongside Millennium in the US and sell the product in all other territories outside Europe.

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