Ruder Finn grabbed the business after a competitive pitch that also included Red Health, Athena Medical and Shire Health PR.
Ketchum, which previously held the account for two years, would not say if it had been invited to repitch for the work.
Enbrel is licensed in the UK for the treatment of rheumatoid arthritis, psoriatic arthritis, ankylosing spondylitis, juvenile idiopathic arthritis and severe psoriasis.
Ruder Finn’s associate director Georgina Pinnington will head up the account and report into Wyeth’s acting head of communications Karen Tait. The account will be staffed by a team of seven.
‘Despite NICE recommendations, eligible patients are still not able to access treatment and so achieve a better outcome for their condition, which is what we will aim to improve,’ said Pinnington.
Ruder Finn will target healthcare professionals with product and awareness initiatives, and patients through educational and awareness activities.
The agency has also bolstered its cardiovascular health team by hiring Anthonia Aboyeji. She joins after two years as an account manager at Burson-Marsteller working on its GSK and Bristol-Myers Squibb accounts.
The appointment follows the loss of senior account managers Lucy Twitchin and Pip Rogan, who left to join The Red Consultancy (PRWeek, 9 November).