Ardana in med-ed push for testosterone brand

Ardana Bioscience has called in agency backing to promote Striant SR, its testosterone-replacement drug that men can take in a bid to help problems such as a lack of libido or erectile dysfunction.

The Edinburgh-based reproductive health specialist has appointed the newly formed Indigenus network of independent healthcare firms to handle medical education and advertising for the brand following a six-way pitch.

Rachel Terry, MD of Pan Communications, Indigenus’s UK arm, is co-ordinating both UK and Continental work for Striant, which became available on prescription in the UK in June.

Striant is a tablet that is stuck to the gum and changed twice daily – it releases the hormone testosterone over a number of hours and is used to treat male hypogonadism, which has symptoms such as decreased libido, fatigue and depression.

Ardana received European regulatory approval for Striant just six weeks ago – a moment that CEO Maureen Lindsay described as a ‘very significant milestone’ in the firm’s development as it is its first commercially available drug.

Striant is competing with Organon’s Sustanon and Schering Health Care’s Testogel – but products such as Pfizer’s Viagra are also on the competitive radar.

Striant will be launched in 18 further European countries from next spring.

Terry said the priority was to ‘communicate the clinical advantages and patient acceptability of Striant to target audiences including endocrinologists, urologists, other healthcare professionals and patients.’

Ardana also has marketing and manufacturing rights in Europe for erectile-dysfunction treatment Invicorp.

Nicki Brimicombe continues to handle media relations for Striant and Invicorp.

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