Bayer picks Edelman for Alzheimer launch

Bayer is backing its new treatment for Alzheimer’s disease with a massive pre-marketing push worth a total of pounds 300,000.

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

the disease.



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

campaign.’



According to the Alzheimer’s Disease Society, the illness afflicts

almost five per cent of the population aged over 65.



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