Euro RSCG Life Medicom to collaborate on women's sexual health drug promotion

Marketing Services

Euro RSCG Life Medicom is to participate in a marketing initiative for a new women's sexual health drug from Boehringer Ingelheim.

The media agency has been commissioned to handle communications with healthcare professionals in the promotion of flibanserin, a treatment for sufferers of hypoactive sexual desire disorder, reports PRWeek.

It is being positioned as a female version of the successful male impotence treatment Viagra and is expected to be released in 2011, subject to regulatory approval.

This campaign will see the company working alongside Halpern, which will take responsibility for handling the consumer press, as well as TLG Communications, which will handle public affairs and issue management.

Lucy Jackson, senior consultant for TLG, said that the release of the treatment and its accompanying campaigns will "put women's health squarely on the political agenda."

Other therapeutic areas in which Euro RSCG Life Medicom specialises include Alzheimer's disease, continence, diabetes, growth hormone deficiency and oncology.

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