PR successes

Zeneca

ACE inhibitors are not pointless pseudo innovations

Sector:
Research-based pharmaceutical industry

Client:
Zeneca

Communication task:
Communication of the innovative nature of ACE inhibitors

Target groups:
Decision makers from the statutory health insurance funds
Office-based physicians

Implementation and successes:
SHI Associations refer to ACE inhibitors as a prime example of costly pseudo innovations of drugs, which in their judgement, can be replaced with reasonably priced generic beta blockers. The importance of ACE inhibitors in treating high blood pressure and cardiac insufficiency was elaborated by clinical and practising cardiologists at a workshop with SHI representatives. At a subsequent press conference for the trade media, an SHI spokesman admits that one had to be mistaken. ACE inhibitors are accepted and have not had any bad press since then.

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