Drug company Bayer has appointed GCI Healthcare to a pounds 200,000
fee account to support the launch and pre-launch activity for its new
treatment for Alzheimer’s Disease, metrifonate.
GCI won the work following a three-way competitive pitch. The agency
will work alongside WestawayGillis, which specialises in communications
with health authorities, and is formally affiliated to GCI
Health authorities are a key audience in healthcare campaigns, and
although regulations prevent the direct promotion of drugs, education
and information programmes are permitted.
Besides prescribing clinicians, such as psycho-geriatricians, audiences
for the launch campaign include community psychiatric nurses, and others
involved in the care of patients, as well as charitable bodies.
Metrifonate has been submitted to the European Medical Evaluation Agency
for licensing for the treatment of mild to moderate Alzheimer’s
Around 47 per cent of Alzheimer’s sufferers are over the age of 85.
- GCI Group has been appointed to handle press office work and hotel
launches for Travel Inn, the UK’s largest budget hotel chain, following
a competitive pitch. Whitbread-owned Travel Inn is expanding, with a new
property opening in the UK every ten days on average.