"Gotas" de Menarini para la gota...

Menarini Pharma UK has piloted a new gout awareness campaign in the North East and is preparing to give it a full UK launch.

The company, which markets gout treatment Adenuric (febuxostat), is using television and local press adverts, information packs for healthcare professionals and an educational website for Stamp Out Gout.

Produced by Berkshire-based communications agency Life, the campaign features a novel 2-D animated ad that aims to highlight the symptoms of gout and how to take control of it.

A type of arthritis, gout causes attacks of painful inflammation in one or more joints – it also has a high prevalence in the Tyne Tees region, where the ad made its television debut.

In addition to raising aware of the condition among consumers, the campaign also aims to educate GPs on gout, treatment of which has remained the same for 40 years.

To this end Life produced an extensive healthcare professional section to theStamp Out Gout website and Menarini will also be collaborating with Doctors.net.uk on a forthcoming online educational project through which doctors can earn CPD points.

Dominic Tyer

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Esta campaña fué merecedora del premio THE IPA Best of Health Awards 2011 en la categoria Consumer/Patient Digital Media.