Shire to raise Alzheimer’s awareness

pharmafile | March 21, 2007 | News story | Medical Communications  

Shire Pharmaceuticals has appointed PR and med ed firm hsdcommunications to help raise awareness of its Alzheimer's treatment Reminyl.

The specialty pharma company is an interested party in the judicial review being sought by Eisai over NICE's decision not to recommend Alzheimer's drugs for patients in the early stages of the disease.

The agency has been retained by Shire to launch and promote a new website and to raise Reminyl's profile during Alzheimer's Awareness Week in July.

Associate director Cerys Evans, who will lead the campaign, said: "The current spotlight on Alzheimer's disease, following the NICE guidance published late last year, makes it a crucial time for Shire to communicate with healthcare professionals, patients and their families."

Shire already has an existing contract with hsd for its dermatology brands Solaraze and Vaniqa, for which the agency provides medical education and direct-to-patient services.

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