Lundbeck set to hire for Parkinson’s drug

COPENHAGEN/LONDON: A quartet of PR agencies are to lock horns in a battle to secure a pan-European PR contract to promote Danish pharma firm Lundbeck’s entry into the crowded market for Parkinson’s disease drugs.

Rasagiline will be the first drug marketed by Lundbeck for the treatment of Parkinson’s and is expected to launch early next year.

Burson-Marsteller, Hill & Knowlton, Fleishman-Hillard and Galliard Healthcare Communications are facing off for a contract that will span proactive media relations, consultancy work and ‘producing Q&A-style press material’, according to a Lundbeck spokesman.

Lundbeck is working alongside Israeli-headquartered Teva Pharmaceuticals to develop and market rasagiline in Europe.

The pitch is being overseen by the Danish firm’s ‘strategic marketing’ department in Denmark.

PR work is likely to be targeted at the medical professional audience.

F-H promotes the product in the US. The firms submitted an application to market rasagiline as a treatment for Parkinson’s with European regulators last October.

The launch is strategically important for Lundbeck, as it is the company’s first foray into the market for Parkinson’s drugs. Lundbeck has further drugs in clinical trials.

Parkinson’s is the second most common neurodegenerative disorder after Alzheimer’s disease.

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