3M Health Care has chosen Regester Larkin to handle the pounds
300,000 fee account for its new asthma treatment.
The agency, which won the account after a three-way competitive pitch,
will particularly focus on the launch of 3M’s environmentally-friendly,
CFC-free formulation of the asthma drug beclomethasone.
The drug is taken via a metered dose inhaler, a method used by 80 per
cent of adult asthma sufferers in the UK. Over the next two to three
years inhalers which use environmentally harmful CFCs are being phased
out, and are due to be banned in 2005. They will be replaced by new
inhalers which do not use CFCs. 3M’s new formulation is as effective as
previous ones, but can be taken at a lower dosage.
In 1995 3M introduced the world’s first CFC-free asthma inhaler,
Airomir, which won an award from the US Environmental Protection
3M Health Care is part of the Minnesota-based manufacturing and science
company 3M, which has products ranging from sandpaper and masking tape
to medical and surgical supplies. 3M Health Care hit the headlines two
weeks ago when it revealed that up to 5,000 people might have been given
faulty hip implants (PR Week, 27 February 1998).