GSK consolidates Cervarix PR ahead of crucial vaccine decision
pharmafile | March 25, 2008 | News story | Medical Communications |Â Â Â
GlaxoSmithKline has reorganised the PR support for its cervical cancer vaccine Cervarix, choosing just one agency to handle the UK consumer and medical press accounts.
GSK's move comes just weeks before a decision is due on whether Cervarix or Sanofi Pasteur MSD's rival vaccine Gardasil will be chosen for the NHS immunisation programme.
Clew Communications has worked on the consumer side of Cervarix's communications since 2005 and won both accounts after re-pitching for the business.
Managing director Mary Hicks said she was very gratified at GSK's continuing faith in Clew's abilities.
She added: "We shall be helping GSK spread the message that all women need protection from the human papillomavirus and that cervical screening and vaccination need to be used together to increase cover for British women against cervical cancer."
Virgo Health PR previously held the medical trade account, and GSK will be hoping to give Cervarix a boost by consolidating PR support with one agency.
The vaccine faces stiff competition from Sanofi's Gardasil, whose own communications have included a UK consumer awareness campaign on cervical cancer, the human papillomavirus and the National Cervical Screening Programme.
The two vaccines were head-to-head in a race to market until clinical delays with Cervarix allowed Gardasil to be approved a year before European regulators cleared GSK's vaccine last September.
One key advantage Cervarix has over its rival is a new technology which enhances the immune response and increases the duration of protection against cancer-causing virus types.
Cervarix is indicated for the prevention of precancerous cervical lesions and cervical cancer causally related to human papillomavirus (HPV) types 16 and 18.
Although there are around 100 types of HPV, types 16 and 18 are responsible for more than 72% of all cervical cancers in Europe.
Despite screening for early detection, cervical cancer is the second most common cause of death from cancer (after breast cancer) among women aged 15-44 in Europe.
The Department of Health has estimated that cervical cancer cases could be reduced by up to 70% by its planned immunisation programme, which will start this September with the routine HPV vaccination of girls aged 12-13 years old.
This will be followed in autumn 2009 with a two-year catch campaign for girls up to 18 years old.
In total the programme could cost up to £300 million, but the Department of Health has said it will negotiate a reduction in vaccine price during the procurement process.
A decision on which vaccine to use in the programme is expected to be made in April.
