Ogilvy wins Pradaxa account
pharmafile | June 3, 2010 | News story | Medical Communications | Boehringer, Ogilvy, Pradaxa
Boehringer Ingelheim has awarded OgilvyHealthPR the global communications brief for its oral blood-thinner Pradaxa.
The agency was appointed after a competitive pitch and the account will be led by Deanne Wallace, Ogilvy’s business unit head, based in London.
Pradaxa (dabigatran etexilate), launched in 2008, is currently licensed for primary prevention of venous thromboembolic events in adults who have had elective hip or knee replacement surgery.
The drug is preparing to file for approval for prevention of stroke in patients with atrial fibrillation (AF). Last year’s “landmark” RE-LY trial, which showed Pradaxa reduces the risk of stroke compared to rival warfarin with no increased risk of bleeding.
This indication could prove to be especially lucrative, but the drug is up against stiff competiton.
Rivals include Bayer and J&J’s Xarelto (rivaroxaban), Pfizer and Bristol-Myers Squibb’s apixaban, and Merck’s betrixaban. Sanofi-Aventis’ Multaq is a drug from another class, but has already been launched as an AF treatment.
This means there is both a lot of material for Ogilvy to work with, and a number of potential comms challenges to overcome in an increasingly competitive marketplace.
The agency declined to go into detail regarding its specific focus in 2010 because of “sensitivities around our campaign from a competitor perspective”, but senior account manager Luke Willats said it would seek to engage a number of stakeholders.
“The campaign will target both healthcare professionals, professional/patient groups, patients with atrial fibrillation and the general public,” he said.
The agency reports to Boehringer Ingelheim’s external comms director Dr. Reinhard Malin.
To develop an integrated programme, it will also be working with sister company Ogilvy Healthworld Digital.
The digital work will be headed by managing partners Caroline Howe and David Davenport-Firth.
Ogilvy has worked on a number of Boehringer brands, including the manufacturer’s oncology franchise.
“Boehringer Ingelheim has provided us with an exciting opportunity to work with them on this breakthrough treatment,” said OgilvyHealthPR managing director Antonia Betts.
“We look forward to delivering a highly impactful PR programme that matches the potential of Pradaxa.”
Related Content
Lilly and Boehringer’s Jardiance reduces hospitalisation and CV death risk from heart failure at Phase 3
Boehringer Ingelheim and Eli Lilly have announced strong Phase 3 news on their sodium-glucose co-transporter-2 …
Boehringer withdraws its £700m investment in Hikma Pharmaceuticals
Boehringer has revealed that it intends to withdraw its investment from Hikma Pharmaceuticals, with the …
Boehringer’s TKI inhibitor Ofev gets FDA approval for chronic fibrosing interstitial lung diseases with a progressive phenotype
The FDA has green-lit Boehringer Ingelheim’s multi-targeted tyrosine kinase inhibitor Ofev (nintedanib) in the treatment …
