target anaesthetists and professionals involved in post-operative care.
Medicom associate director Gaynor Hayburn leads the account.
BMS has warned that profits this year could suffer because some of its most widely used drugs face increased competition from generic alternatives.
The company's peripheral artery disease drug Plavix and cholesterol treatment Pravachol are among those facing competition.
Last month PRWeek revealed that BMS was revamping its pan-European advertising, med ed and PR agency relationships. Four global groups were invited to pitch (PRWeek, 10 February).
BMS markets around 50 pain products, including Efferalgan and Dafalgan, which are oral treatments.