Burrell named agency of record for NitroMed, maker of BiDil heart drug

Burrell named agency of record for NitroMed, maker of BiDil heart drug

(November 25, 2005) Burrell Communications, one of the nation's leading full-service advertising/ communications agencies targeting the African-American market, has been named consumer agency of record for NitroMed.

Among its assignments, Burrell Communications will provide NitroMed with integrated communications services to increase brand awareness and patient education in support of the company's launch of BiDil(R) (isosorbide dinitrate/hydralazine hydrochloride).

Burrell has appointed Cara Cocroft, vice president/healthcare services, to lead the NitroMed account. Cocroft comes to Burrell from Abelson-Taylor, an advertising agency specializing in pharmaceutical communications. She has previously held management positions with Baxter Healthcare, Pharmacia/GD Searle and Schwarz Pharma.

"We're pleased that NitroMed has recognized the work we've done for our clients, and we're looking forward to creating effective, culturally relevant campaigns for BiDil and the company as a whole," said McGhee Williams, co-CEO, Burrell Communications. "Healthcare continues to represent a field where strategic marketing is critical. In the African-American market, where the population is disproportionately impacted by health-related problems, the need for Burrell's healthcare communications services has never been greater," she added.

BiDil was recently approved by the U.S. Food and Drug Administration (FDA) and launched by NitroMed, Inc. in July 2005. It is indicated to improve survival, prolong time to hospitalization for heart failure and improve patient-reported functional status, as an adjunct to current standard heart failure therapy in self-identified black patients.

The FDA based the approval of BiDil primarily on results from the A-HeFT trial, which was halted early, in July 2004, due to the significant survival benefit seen with the drug.

"Burrell has a track record of creating effective, integrated programs, particularly in the African American market," said William "BJ" Jones, vice president of marketing for NitroMed. "It is important that our marketing and communications materials and programs properly communicate the facts about BiDil," he added.

Burrell's healthcare experience includes campaigns for the Partnership for a Drug Free America, Centers for Disease Control, GlaxoSmithKline, the National Marrow Donor Program, American Legacy Foundation, Procter & Gamble and others.

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Wabash Ave. Suite 210 Chicago, IL 60604 t. 312-408-1881 f. 312-408-1867 info@targetmarketnews.com	Burrell named agency of record for NitroMed, maker of BiDil heart drug (November 25, 2005) Burrell Communications, one of the nation's leading full-service advertising/ communications agencies targeting the African-American market, has been named consumer agency of record for NitroMed. Among its assignments, Burrell Communications will provide NitroMed with integrated communications services to increase brand awareness and patient education in support of the company's launch of BiDil(R) (isosorbide dinitrate/hydralazine hydrochloride). Burrell has appointed Cara Cocroft, vice president/healthcare services, to lead the NitroMed account. Cocroft comes to Burrell from Abelson-Taylor, an advertising agency specializing in pharmaceutical communications. She has previously held management positions with Baxter Healthcare, Pharmacia/GD Searle and Schwarz Pharma. "We're pleased that NitroMed has recognized the work we've done for our clients, and we're looking forward to creating effective, culturally relevant campaigns for BiDil and the company as a whole," said McGhee Williams, co-CEO, Burrell Communications. "Healthcare continues to represent a field where strategic marketing is critical. In the African-American market, where the population is disproportionately impacted by health-related problems, the need for Burrell's healthcare communications services has never been greater," she added. BiDil was recently approved by the U.S. Food and Drug Administration (FDA) and launched by NitroMed, Inc. in July 2005. It is indicated to improve survival, prolong time to hospitalization for heart failure and improve patient-reported functional status, as an adjunct to current standard heart failure therapy in self-identified black patients. The FDA based the approval of BiDil primarily on results from the A-HeFT trial, which was halted early, in July 2004, due to the significant survival benefit seen with the drug. "Burrell has a track record of creating effective, integrated programs, particularly in the African American market," said William "BJ" Jones, vice president of marketing for NitroMed. "It is important that our marketing and communications materials and programs properly communicate the facts about BiDil," he added. Burrell's healthcare experience includes campaigns for the Partnership for a Drug Free America, Centers for Disease Control, GlaxoSmithKline, the National Marrow Donor Program, American Legacy Foundation, Procter & Gamble and others. Go to Target Market News homepage	12th Annual Edition Available Latest 'Buying Power' report shows black consumers spending more on home life As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products. According to the newest edition of “The Buying Power of Black America” report, African-American households are tightening their belts when it comes to dining out, expanding their wardrobes, and leisure activities out of the home. At the same time, they are increasing their spending on home repairs and remodeling, audio and... Story and statistics continued _________________________ SUBSCRIBE TODAY! 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