Tonic Life is aiming to highlight the fact that Zoladex is one of the few prostate cancer treatments with a proven survival benefit, as opposed to simply slowing the disease.
The Anglo-Swedish drugs giant hired the start-up outfit after a competitive pitch to handle a PR programme that centres on promoting the brand at international meetings and in medical publications.
It is understood the budget for Tonic Life’s programme is in the region of £150,000 and that the agency is the first to globally promote Zoladex’s efficacy in treating prostate cancer for at least a year.
Shire Health International (SHI) continues to promote Zoladex’s use as a breast-cancer treatment on a global basis.
News of Tonic Life’s contract emerges following last week’s hire of Hill & Knowlton to handle UK media relations for the brand (PRWeek, 28 January).
SHI continues to handle global communications for other AZ cancer brands, such as Faslodex and Arimidex.