The agency will boost awareness of Tostrex and the condition itself – which results in diminished libido, loss of muscle mass and other signs of ageing – among secondary-care health professionals.
Medicom will also seek to position Tostrex as a ‘serious therapy to improve the management of patient welfare’, said Strakan European strategic marketing project manager Andrew Gardiner.
Treatments such as Tostrex, a transdermal therapeutic gel, are often seen as lifestyle products and their clinical benefits are often ‘not understood’, Gardiner added.
Medicom will handle European media relations and work including conferences and publications planning. PR will target andrologists, urologists and endocrinologists.
Gardiner described Medicom’s contract, understood to be worth more than £100,000, as ‘by far’ the largest PR spend Strakan has invested on a product.
Strakan, however, continues to work with Jago Pearce, which promotes its Droperidol and Rectogesic products.
Medicom won the work after a pitch against ‘at least’ two other London-based firms, said Gardiner.
The Medicom team is led by managing director Martin Ellis and associate director Sarah Merritt.
Authorities in Sweden approved Tostrex (known as Fortigel in the US) last month; approval in other European Union states is now being sought.
Strakan acquired European marketing rights to Tostrex last July.