Red Health appointed to launch Mundipharma arthritis drug

Drugs firm Mundipharma has called in The Red Consultancy to handle the European launch of its rheumatoid arthritis treatment.

Sympton: Lodotra targets stiffness associated with arthritis
Sympton: Lodotra targets stiffness associated with arthritis

Red's healthcare division, Red Health, takes on the business following a three-way pitch. The account was previously worked on by Cohn & Wolfe.

The new treatment, called Lodotra, specifically targets morning stiffness and pain associated with rheumatoid arthritis. The oral medication has been approved in the EU and Red has been brought in to help launch the drug in European territories. The campaign will accentuate the need for the new product.

At the same time, Mundipharma is in talks with PR agencies to handle the communications support for its respiratory business, which was also recently worked on by C&W. The account includes treatments for asthma and chronic obstructive pulmonary disease.

Mundipharma International head of European communications and congress Laura Dow said: 'Cohn & Wolfe/GCI no longer work with Mundipharma International on the rheumatoid arthritis or respiratory business.'

C&W CEO Fiona Noble initially told PRWeek: 'We have never worked on either Lodotra or its respiratory business.' But she later clarified: 'GCI Health did a small amount of work for these two brands at the end of last year.'

WPP merged GCI Health with C&W in late 2008. C&W has recently seen other changes at the top of its global healthcare team.

PRWeek revealed last month that UK healthcare directors Fiona McMillan and Rebecca Galbraith had left the agency.

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