Arun Sudhaman

Working the angles around media, comms and marketing.

Leo Pharma hands US launch brief to Hill & Knowlton

with one comment

This story is posted to the Holmes Report website here

Denmark’s Leo Pharma has selected Hill & Knowlton to develop a major disease awareness campaign, ahead of the global launch of a new drug which treats pre-cancerous skin lesions.

Hill & Knowlton secured account duties, which cover the US and Australia, following a pitch that also included Porter Novelli, WCG and Edelman. Leo Pharma launch communications manager Helga Heyn told the Holmes Report that the company will now seek similar PR agency support in the UK, Canada and Europe.
The new drug, currently called PEP005, is a topical gel that treats skin sunspots, also known as actinic keratosis. Although the vast majority are harmless, these lesions can develop into skin cancer yet they are often “overlooked by many” said Heyn. Accordingly, Leo Pharma is to run unbranded disease awareness programmes to encourage people to check their skin.

At Hill & Knowlton, the account will be two senior healthcare executives: New York healthcare head Susan Thiele, and Sue Cook, who heads Asia-Pacific practice from Australia.

The campaign will take place in 2011, before PEP005 launches in 2012.

Heyn pointed out that, in comparison to skin melanomas, awareness of actinic keratosis is “low”, despite its appearance on increasing numbers of people. In the US alone, for example, the Skin Cancer Foundation estimates that more than 10 million people have actinic keratosis.

PEP005 itself is a drug manufactured by Peplin, a company that Leo Pharma acquired last year. The moves are all part of Leo’s increasing global expansion; the company now operates in 54 countries, including the key US market.

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Written by Arun Sudhaman

October 16, 2010 at 1:55 pm

Posted in Uncategorized

One Response

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  1. AK is higher than that in America, this is only what is diagnosed. Especially in the west where I practice. Arizona, California, Nevada, New Mexico and Hawaii have a high incidence of this. MOH’s treatment is a BIG part of all of our practice.
    Please keep up informed and have your Leo people educate us at the upcomming Derm conventions and continued education programs.

    Lucine

    October 17, 2010 at 7:59 pm


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