Bayer is backing its new treatment for Alzheimer’s disease with a
massive pre-marketing push worth a total of pounds 300,000.
The campaign kicks off next week through Edelman Public Relations, which
won the pounds 250,000-fee assignment in a pre-Christmas pitch against
Munro and Forster.
Sufferers, their carers, social services, politicians and medical
professionals will all be targeted.
Bayer wants to prepare the marketplace for its new compound metrifonate
in order to keep up with rivals like Pfizer and Eisai, which are
co-marketing a similar product called Aricept.
Metrifonate is a new generation acetylcholinesterase inhibitor. It works
by protecting the receptors in the brain which are normally destroyed by
Edelman account director Mark Cater said the agency’s job is to both
educate audiences about the disease and inform them that a treatment for
Alzheimer’s is on the way.
Cater said Edelman will also raise awareness of the treatment among
Government decision makers, who will be crucial to making funds
available to pay for the new treatment. ’It’s a complex area and so many
people will be involved in the care and delivery of care,’ he explained.
’This will be much broader than a traditional media relations
According to the Alzheimer’s Disease Society, the illness afflicts
almost five per cent of the population aged over 65.