BPH is caused by enlargement of the prostate. Avodart works by shrinking the prostate, enabling better urinary flow that can be seen as early as one month into treatment.
GSK is currently investigating Avodart's use in the prevention of prostate cancer. Should trials be successful and regulatory approval forthcoming, the drug would have a major new market.
Galliard does not currently work on any other GSK brands. It has, though, formerly worked in the area of BPH and prostate cancer
for the company on a non-brand-specific remit.
Galliard managing director Marika Freris is leading a four-strong team on the account, reporting to GSK's global scientific comms strategy team.
The agency formerly handled global work for GSK rival AstraZeneca's prostate cancer treatment Casodex for eight years. It also worked on UK PR for the brand for just over year.