Concentric lends a hand on H.E.L.P. for Salix

June 1, 2010 – 2:41 pm by Gina Monari

Concentric Pharma Advertising has created Salix Pharmaceuticals Inc.’s Hepatic Encephalopathy Living Program (H.E.L.P.), which launched May 24, 2010. The program coincides with the launch of Xifaxan 550, which is now approved for the management of patients 18 years old or older at risk for overt hepatic encephalopathy recurrence.

The program, which is highlighted in the June issue of Med Ad News in the gastrointestinal feature, is a first-of-its-kind patient and healthcare provider support program for the management of hepatic encephalopathy. The H.E.L.P. program will provide patients with educational materials, co-pay assistance, treatment adherence support, and a 24-hour toll-free hotline.

Mike Banner, executive VP, managing partner and director of client services with Concentric believes that proper communication and additional patient support can go a long way in the treatment of this disease. Salix management explains that the goal was to create a new and innovative program to help patients living with hepatic encephalopathy, and that Concentric’s approach insured a one-of-a-kind disease management program that carried the potential to build extensive awareness of a complex and under-treated disease.

In addition, please check out a corresponding piece online in June at Pharmaceutical and Medical Packaging News that explores how the maturing gastrointestinal category may benefit from a greater focus on packaging as an important part of the brand experience and in the extension of the life of many aging brands. The online article will also feature branding insight from Mr. Banner.

For more information on the H.E.L.P. program, please pick up the June issue of Med Ad News.