The move seeks to capitalise on Merck’s withdrawal of Vioxx four months ago.
Potter’s is using its retained agency hsd communications to handle the campaign, which is targeting consumer titles and radio features.
The agency is using a GP who has combined complementary approaches with conventional medicines as it bids to gain coverage using case studies.
Magazines such as Woman, Bella and Best are being targeted, as are retirement titles such as Active Life and Yours Health Plus.
Cerys Evans, who has been promoted from senior account director to associate director, is heading the hsd team.