In addition, the agency has won an educational project sponsored by Wyeth for non-profit, The SEBoD Initiative, a group working to reduce the ‘social and economic burdens of depression’ in Asia-Pacific.
The MSD win follows Edelman’s April appointment for the pharmaceutical firm’s oral type 2 diabetes medicine, Januvia.
The MSD win follows Edelman’s April appointment for the pharmaceutical firm’s oral type 2 diabetes medicine, Januvia.
Lume Liao, managing director of Edelman Taiwan, said each pitch was a three-way contest with other Taipei agencies.
“For a given pharmaceutical product, a PR company must understand the patient group, the physicians that treat them and the medical association that specialises in that particular disease,” said Liao.
“We need to understand the patient and how to tell their story in the media. For any disease, what causes the most suffering – that is our communication opportunity.”
“Beside the patient insight, the PR company must demonstrate an understanding of how to get a third-party endorsement from a medical association.”
Liao said Gardasil and Januvia are “top priorities” for MSD.
Edelman’s work for Wyeth and The SEBoD Initiative rolls out this month with a TV commercial by director Wu Nyan-jen, entitled ‘Finding a path to life’, and an education event to generate publicity in electronic, print and online media.
