Pfizer has agreed to buy Campto for around £330m as French drugs giant Sanofi-Synthelabo bids to comply with regulatory concerns as it progresses with its acquisition of Aventis, the Franco-German firm that currently markets Campto.
A spokeswoman for Pfizer, whose acquisition of Campto is conditional on the successful completion of the Sanofi-Aventis deal, said: ‘As we normally include PR in our promotional activities, and normally include a PR or comms agency on our product teams, it is likely we may do the same with Campto.’
Aventis has formerly used various PR agencies to promote Campto although PR backing for the brand has been minimal in the past few months, with the promotional emphasis placed on medical education and sales reps.
PR for Campto was most recently handled by Interaction Marketing and Public Relations Consultants, which promoted it until February.
Other products in the bowel cancer market include Sanofi’s own Eloxatin, well-established generic treatment 5FU and Roche Pharmaceuticals’ Xeloda.
Additional PR contracts that could be up for grabs as a result of the Sanofi-Aventis deal are blood-thinning brands Fraxiparine and Arixtra, which Sanofi has agreed to transfer to GlaxoSmithKline (PRWeek, 7 May).