Pfizer/Altana plan pitch for Roflumilast

Pfizer and Altana Pharma are planning to boost the PR clout behind Roflumilast, their pre-launch respiratory drug, and are in discussions with various PR agencies over a UK contract to promote the brand.

Roflumilast is being co-developed by the firms as a treatment for chronic obstructive pulmonary disease (COPD) and asthma.

A Pfizer UK spokesman declined to comment on the pitch, except to confirm that agencies were set to battle it out for the brand’s first UK PR contract ‘soonish’.

The drug was submitted for European approval to the European Agency for the Evaluation of Medicinal Products in February.

Last month, US-headquartered GSW Worldwide was drafted in as agency of record to handle pre and post-launch marketing for Roflumilast in the US and other major markets around the world.

At a conference in Frankfurt earlier this year, Altana raised analysts’ expectations for the drug, which has an oral, once-daily formulation, by unveiling a fresh batch of positive clinical trial data on the product’s efficacy.

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