HSD wins crytotherapy campaign

HSD Communications has emerged victorious from a three-way pitch to promote freezing equipment which uses low temperatures to combat disease.

Scott: MD leads account
Scott: MD leads account

Israel-based medical device company Galil Medical has hired the agency to work on its Presice Cryotherapy System for the treatment of renal and prostate cancer. There was no incumbent.

The Europe-wide comms campaign will focus on the fact that the new-to-Europe system is easy to use for medical professionals, and allows rapid recovery and improved quality of life for patients by precisely destroying tumours.

The account will be led by agency MD Lesley Scott, who reports to Rosie Cunningham-Thomas, president and general manager for Galil Medical Europe and Sally Rogers, marketing director, Europe.

HSD has previously worked with Cunningham-Thomas at medical devices firm Bard and with Rogers at Smiths Medical. The agency was invited to pitch by Cunningham-Thomas against two undisclosed agencies.

Scott said: ‘Galil in Europe is a new organisation, with new technology and a new set-up.’

Founded in 1996 in Israel, Galil now has sales offices in the US and UK. Last November, as part of its move into the European market, it bought cryotherapy assets from Oncura, a US company specialising in the management of prostate cancer.

In March this year the European Association of Urology inlcuded cryotherapy for the first time in its guidelines on treating cancer of the prostate.

Galil’s equipment is marketed as providing a ‘minimally invasive’ alternative to surgery and the company aims to extend the use of cryotherapy in women’s health and wider applications in oncology.

Cryotherapy began in earnest in the 1960s, and Galil’s equipment is in effect the third generation of systems, using ultra-thin 1.47mm needles to deliver low temperatures to diseased tissue.

Last month healthcare specialist HSD won a brief to run a 12-month consumer media campaign for Dexcel Pharma’s mouth ulcer products. Earlier this year it hired Shire Pharmaceuticals to launch a website, Dementialink.org, for Alzheimer’s sufferers (PRWeek, 14 March).

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