RP1 to promote Brazil's generic drugs programme

ProGenericos, the association of local pharmaceutical companies which produce generic drugs, has hired RP1 to manage its PR.

RP1 won out in a pitch against Sao-Paulo-based incumbent Conteudo and two other agencies, according to its partner/director Maysa Penna.

Introduced five years ago, Brazil's successful generic drugs programme has provided an alternative to expensive brand-name drugs, enabling full access to treatment to those on a low income. Generic drugs have a 27% market share in the 284 categories in which they compete against brand-names. The sector is regulated by federal health agency, Anvisa.

ProGenericos is comprised of members from ten pharma companies, representing 93% of the generic drugs market.

'Our job is to further educate people about the reliability and quality of generic drugs,' said Penna. 'We will focus on media relations, and relationships with the health community, including doctors and pharmacists,' she added. The agency will also handle events for the association.

Penna and partner Claudia Rondon will personally oversee the new account, with a team including Adriane Ahlers and Gilberto de Almeida.

The team reports to ProGenerico executive director Vera Valente.

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