Lidco in agency hire for blood monitoring device

Lidco Group, a medical equipment minnow, has called in agency support to promote its new blood monitoring device. It claims the system could ensure a sharp reduction in hospital-acquired infections such as MRSA and save the NHS millions of pounds.

The Cambridge-based outfit is using healthcare PR specialist Reynolds-MacKenzie to launch the results of a study to be published in medical journal Critical Care in November.

The study will show that increased take-up of Lidco's post-surgical treatment device – the Lidco-plus – could ensure patients recovering from serious operations leave hospital earlier and suffer fewer complications.

A 'minimally invasive' tube, inserted into an artery in the patient's wrist, is used by nurses to monitor whether patients have appropriate blood and saline levels post-operation. It is said to be easier and quicker than if such monitoring is done manually.

Reynolds-MacKenzie is promoting the study to consumer and healthcare media. The campaign, which will also target opinion leaders, will call on NHS hospitals to implement the findings to benefit patients and save money. 

The research was conducted at St George's Hospital in Tooting, south London, involving 122 mostly elderly adults who were undergoing major elective or emergency surgery. Patients' hearts were monitored to ensure that they received adequate fluids and that their hearts were pumping to maximum efficiency. 

Reynolds-MacKenzie reports to Cambridge-based Lidco director John Barry. The agency, whose other clients include Pfizer, Novartis and Merck, Sharp & Dohme, was hired after a non-competitive pitch.

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