Ruder Finn ties up Novartis’s Exjade

Novartis is using Ruder Finn to promote its pre-launch potential blockbuster iron-reducing drug Exjade in the UK, targeting ethnic minority groups affected by diseases related to iron overload.

'Those of Greek and Cypriot descent are most affected by [iron-overload disease] thalassemia,' said Ruder Finn associate director Georgina Pinnington.

'And sickle-cell disease, in addition, affects certain communities. We need to get the message to these groups,' she added.

Ruder Finn is aiming to boost awareness of genetic-screening programmes, so those affected can be treated with Exjade, a daily oral treatment.

Avenue HKM is working on UK med ed work for the Exjade campaign (PRWeek, 21 October).

The drug is currently awaiting a licence in the UK and US.

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