"The number of carriers is increasing, but the media doesn't appreciate that medication is available," said Awareness managing director Nguyen Quoc Bao. "This campaign is to educate media and demonstrate that this is a breakthrough treatment."
The agency placed experts for TV and press interviews and held a symposium with 300 to 400 medical professionals to convey Hepsera's advantages over local injection-based treatment.
The GSK drug is believed to slow progress of chronic hepatitis B, which is 100 times more infectious than HIV.
The agency is also working on an ongoing project to boost the drug's B2B marketing, as Hepsera is a prescription treatment.
