De Facto Communications has been brought in to better promote Smiths Medical among anaesthetists and intensive care department decision makers. A Europe-focused media relations campaign will target trade titles and medical journals.
Smiths Medical head of marketing communications Ken Crowe, who held discussions with three agencies about the remit, said: ‘We want to make Smiths Medical more of a household name.’
Smiths Medical ran a marketing campaign under the banner ‘The Power of One’ last year after merging all its business units into one worldwide company. The campaign was given fresh impetus last week when Smiths Group sealed a deal to buy privately held US medical devices firm Medex.
Smiths Medical supplies devices used during critical and intensive care, surgery, post-operative care during recovery and in-home infusion therapies. Products made by Smiths include its Cozmo insulin pump for diabetics and the Portex PCK emergency airways access kit.
De Facto director Kevin Payne and associate director Marcel Kay lead the account, which is understood to be worth fees in the region of £60,000.
The agency’s remit may be extended to include the promotion of product launches internationally.