Healthcare shop Clew Communications has been appointed without a pitch.
The reputation of HRT was badly damaged in 2002 when researchers linked products with an increased risk of breast cancer, heart attacks and strokes.
The number of HRT prescriptions written out subsequently dropped from just over six million in 2001 to an average of 2.5 million a year.
Clew will be briefed to challenge misconceptions surrounding HRT and put the risks associated with the treatment in context against the benefits. The agency will be targeting GPs and menopausal women for whom HRT could be an option.
Meda HRT product manager Barnaby Westfold said: ‘We have hired Clew to help close the perception gap between the actual clinical evidence out there and the way it is perceived. With appropriate prescribing, prescribers need to be confident when reassuring patients of their treatment choice by having the full facts surrounding benefits versus the risks.’