Ruder Finn has been awarded the UK contract to promote Novartis' new chronic iron overload product Exjade in a campaign to raise awareness among health professionals and specific patient groups.

The agency won the contract without entering a competitive pitch and the agency's associate director Georgina Pinnington said she was very excited about working on a campaign that "can have a huge impact on many peoples lives".

Certain ethnic groups, predominantly those of Asian, African and Mediterranean descent, are affected by diseases related to iron overload, like thalassemia and anaemia disorders such as sickle cell disease.

Pinnington said the promotional campaign would be very targeted in communicating with patients in the most susceptible ethnic groups, and raising awareness of genetic screening programmes so those affected could be treated with the daily oral treatment.

Ruder Finn will also be working closely with patient groups, like the UK Thalassemia Society.

Exjade (deferasirox) was granted orphan status in the US and Europe in 2002 and has now been filed for approval in both continents.

Novartis estimate peak sales of the drug will reach $400 million, assuming it will replace the company's closely related drug deferoxamine (known as Desferal in the UK), which is an inconvenient daily infusion via needle.

Ruder Finn and Novartis have a history of collaborations behind them.

The agency previously worked on campaigns for Novartis cancer treatment Glivec and schizophrenia treatment Clozaril in the UK.

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Thursday , May 12, 2005

pharmafocus@wiley.co.uk