Ireland med ed drive for Exorex

US firm Forest Laboratories’ European arm is to launch a medical education programme for its psoriasis treatment Exorex Lotion across the Republic of Ireland.

Forest has appointed hsd communications to handle a campaign that will include key opinion-leader initiatives and healthcare media relations.

The med ed push for Exorex, which is available over the counter but can also be prescribed by GPs, follows the publication of positive clinical trial results for Exorex in the Journal of Dermatological Treatment earlier this year.

The results showed that Exorex Lotion (one per cent prepared coal tar) was more effective than GlaxoSmithKline’s Alphosyl (five per cent prepared coal tar) in the treatment of psoriasis.

The agency is providing ‘strategic consultancy’ on the campaign, said Cerys Evans, account director at Hertfordshire-based hsd.

The campaign will target dermatologists, as well as GPs and nurses, who play a role in managing psoriasis.

PR work will also include promoting Forest’s sponsorship of educational initiatives and meetings and its association with the Irish Primary Care Dermatology Society.

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