Novartis’ iron overload brand to be pushed by Ruder Finn

The PR agency Ruder Finn has been signed up to promote Novartis’ iron reducing Exjade drug.

The company will target ethnic minority communities who are most likely to suffer from iron-overload, such as those of African, Mediterranean and Asian descent. The condition can lead to complications such as sickle-cell anaemia and thalassemia.

Ruder Finn will raise awareness of the options available to individuals affected, such as genetic screening which can identify future problems. It will also work with patient organizations, such as UK Thalassemia Society.

“Those of Greek and Cypriot descent are most affected by thalassemia, and sickle-cell disease, in addition, affects certain communities. We need to get the message to these groups,” said Georgina Pinnington of Ruder Finn.

She said she was looking forward to engaging in a campaign which “can have a huge impact on many people’s lives”.

Ruder Finn provides PR services to a variety of companies, and specialises in producing campaigns for the health care industries. It has counted GSK Nytol, Amgen and the Men’s Health Forum amongst its clients.

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