Healthcare: Valeant uses GCI for scar product

Pharma products firm Valeant has embarked on a consumer PR offensive via GCI Healthcare to boost sales of Dermatix, its silicone gel that minimises the risk of developing scars through surgical procedures.

The agency is promoting scar-prevention guidelines, endorsed by the Royal College of Nursing and launched last week, that recommend Dermatix.

The product can be used after a wound has healed to lessen a scar's visibility.

The PR push comes ahead of the planned launch of a Dermatix spray later this year.

The guidelines help medical staff determine a patient's risk of developing abnormal scars and which treatment would be best.

Valeant has retained GCI to help it target healthcare professionals since last year. The agency is now targeting consumer journalists.

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