Wyeth taps Jane Seymour for European RA campaign

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Wyeth enlisted actress and artist Jane Seymour for an unbranded rheumatoid arthritis (RA) campaign in Europe.

Seymour hosted the campaign's first “My Day for RA” event in Spain, where people with RA from all over Europe were invited to share their stories about living with the condition, according to a release.

The campaign was launched in conjunction with a website encouraging patients to enroll in an “action plan” for controlling RA.

Upon the completion of a questionnaire, patients will receive a “personalized action plan with your short- and long-term goals and step by step plan to help you address your current life with RA and plan for your future with RA,” according to the site. PR for the campaign is handled by OgilvyHealthPR.

Wyeth and Amgen co-market the blockbuster RA treatment Enbrel (etanercept) in the US and Canada, and Wyeth markets the product exclusively outside of the US.

Wyeth doesn't currently market any other products for the condition, according to a Wyeth spokesperson. Pfizer, Wyeth's new parent, is currently in Phase 3 with an oral JAK-3 inhibitor for RA, listed as CP-690,550. Branded consumer marketing for prescription drugs in Europe is illegal.

Seymour is best known as a Bond girl (from 1973's Live and Let Die) and for her role as Dr. Michaela “Mike” Quinn but has established a varied repertoire spanning comedy and drama, highbrow and lowbrow. She has her own lines of jewelry and skin care products, even paint kits. Hers is also the face of a Scottish furniture chain and a UK women's apparel line.
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