Sanofi picks two agencies for UK diabetes account
pharmafile | February 25, 2011 | News story | Medical Communications | Lantus, Sanofi-Aventis, Tudor Reilly, diabetes, medical communications account win, red health
Healthcare PR agencies Tudor Reilly and Red Health have jointly won the Sanofi-Aventis UK diabetes account after a five-way pitch.
Specialist ethical outfit Tudor Reilly, whose existing clients include AstraZeneca and Roche, will handle comms around Sanofi’s insulin product Lantus.
The brand has been Sanofi’s saving grace, increasing revenues year on year by 9.1% in 2010 against a largely static overall performance.
Lantus (insulin glargine) was linked to safety concerns over a possible cancer-link in 2009, which Sanofi rejected. More recently the product’s success allows Sanofi to challenge Novo Nordisk’s position as the number one player in the diabetes sector.
Matt Foster, senior account manager at Tudor Reilly, is leading the new account. As part of what he calls a “broad strategy for the insulin portfolio”, he says: “We will be looking at insulin in a new light, particularly in regard to current issues of cost-effectiveness.”
“Stakeholder engagement” is a key part of the programme, with Tudor Reilly seeking to build relationships with groups in the UK diabetes community, “particularly those at the forefront of clinical practice”.
It will also work on hybrid treatments using Lantus, which Sanofi is developing and are due to come to market in the next couple of years.
Tudor Reilly managing director Julie Walters said of Sanofi: “It’s a company that’s shown great dedication to diabetes and it continually searches for new answers while, at the same time, delivering one of the cornerstones of today’s treatment.”
The agency is “co-operating” with Red Health to avoid duplicating effort, although the two agencies are working on separate parts of Sanofi’s business.
Red’s remit is to support the launch of Sanofi’s new blood glucose monitors and to manage the manufacturer’s reputation as a leader in diabetes care.
Sanofi UK comms specialist Christina Chalé said the company was impressed by the two agencies’ “deep understanding of the challenges people with diabetes face every day”.
Adam Hill
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