EuroPR takes Metalyse UK brief

Boehringer Ingelheim has appointed EuroPR Group to step up UK PR for its clot-busting drug Metalyse.

Boehringer aims to boost awareness of Metalyse among decision makers and frontline staff of how pre-hospital thrombolysis can save patients’ lives and ease their recovery – in addition to helping the NHS meet government targets on cutting deaths from coronary heart disease.

Metalyse is injected into patients who have just suffered a heart attack and is the only thrombolytic that can be administered over five seconds in a single dose.

The main messages of the PR campaign will be that Metalyse is easily administered and that the simplicity of dosing may reduce medical errors and save lives.

Twickenham-based EuroPR won the business after a four-way pitch against agencies including incumbent Santé Communications, which launched the product three years ago.

The agency reports to UK senior product manager Sanjeev Aeri. ‘This is a time of opportunity for Metalyse and the time to step up our communications,’ he said.

The Department of Health published the National Service Framework for Coronary Heart Disease in 2000, which set targets to reduce the time taken by emergency services to treat heart-attack patients.

EuroPR will promote Metalyse’s ability to deliver thrombolytic treatment within an hour of a 999 call – the so-called ‘golden hour’.

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