Fujisawa Selects GSW For Marketing Assignments

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GSW Worldwide was selected by Fujisawa Healthcare to provide marketing strategy and execution on several initiatives in the U.S.
As agency of record for Protopic, a topical ointment for the treatment of eczema, GSW is providing all professional promotion including strategic planning, marketing, advertising, branding and media. The agency, in cooperation with its inChord affiliates, is also providing support in the areas of public relations, research, DTC, global marketing and interactive communications.
"Fujisawa Healthcare Inc. is an impressive company with an exceptional reputation in the pharmaceutical industry," said Joe Daley, president of GSW Worldwide, Columbus operations. "We're thrilled to have the opportunity to partner with them on marketing and promotion initiatives."
"As we considered our marketing needs, we wanted to partner with an agency that brought deep experience and a broad range of resources. GSW Worldwide knows the dermatology market and has demonstrated an ability to support our marketing efforts at many different levels. We've been very pleased with the results of our partnership," said Kurt Lewis, senior vice president, marketing and sales at Fujisawa Healthcare.
GSW Worldwide and Fujisawa have been working collaboratively to develop a marketing campaign that addresses both the clinical factors and the social and emotional issues that physicians face when treating patients with eczema.  The campaign will be launched at the American Association of Dermatology (AAD) annual meeting in February and in medical journals in first quarter of 2005.
"Our previous Protopic campaign served us well, but it was time to evolve it," said Richard White, vice president, marketing and sales at Fujisawa Healthcare. "Our new campaign focuses on understanding the underlying emotional needs of eczema patients – it's not just about the science, but about the compassion that physicians need to effectively manage the disease with their patients."
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