Three to five per cent of patients currently undergoing surgery are at risk from surgical site infections, which can be a major cause of health complications.
K-C's product – the Integuseal, a disposable fluid-applicator – is being billed as a ‘new approach' to surgical site sterilisation. It can be applied quickly and used immediately before ‘virtually any' surgery.
The agency is co-ordinating a campaign to target surgeons specialising in cardiovascular, orthopaedics and neurological interventions. De Facto will initially seek to generate ‘key opinion leader' backing in the UK, Germany and France. Work is likely to include exhibition and conference support.
The product was unveiled in March and launched in May at a Surgical Infection Society meeting in Athens. De Facto won the business after a pitch against two other London-based agencies. It has not previously worked for K-C.
Agency director Kevin Payne is leading the account from London. He reports to K-C's European offices in Brussels.
In the UK K-C continues to use agencies including Euro RSCG Biss Lancaster (on a consumer account), Freud Communications (for consumer), Republic PR (corporate and some consumer) and Luther Pendragon (issues management).