Hsd takes on Shire Colazide brief

Shire Pharmaceuticals is to begin a UK med ed campaign to raise the profile of Colazide in the treatment of ulcerative colitis.

Shire has called in hsd communications for a campaign that will target gastroenterologists, as well as nurses and GPs who play an important role in the treatment of gastro-intestinal disorders.

The agency hire comes as Shire bids to gain ground on rival brands, such as Procter & Gamble Pharmaceuticals’ market leader Asacol, in the category of drugs known as 5-ASAs.

The agency will handle key opinion-leader support to boost awareness of

Colazide’s inclusion in British Society of Gastroenterology guidelines on management of the disease that were drawn up last year.

Ulcerative colitis – a serious chronic inflammatory disease of the colon and rectum – is a severe, life-long disorder that is estimated to affect around 100,000 adults in the UK.

The most common symptom when the disease flares up is bloody diarrhoea.

Hsd, which is based in Rickmansworth, has never formerly worked with Shire. Agency MD Lesley Scott declined to disclose fees but described them as ‘substantial’.

The initial contract is for a one-year programme.

Shire continues to use Resolute Communications to promote other brands, such as Calcichew D3 Forte, Solaraze and Fosrenol.

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