NEW YORK, June 7—The Alliance for Better Bone Health, a global partnership formed by Procter & Gamble Pharmaceuticals and Aventis Pharma to promote the awareness, prevention and treatment of osteoporosis, has selected Hill & Knowlton to handle worldwide strategic communications. H&K will promote both the Alliance and the osteoporosis drug Actonel, co-marketed by P&G and Aventis, in 44 countries. The account is believed to be worth around $1 million.
Kathy Cripps, executive managing director of H&K’s U.S. health and pharmaceutical practice will lead an a global account team of six based in the agency’s New York and London offices. Execution will encompass the 44 countries where Actonel is currently marketed, across the United States, Europe, Brazil and Japan. The long-term communications plan includes global positioning and partnership building, consistent cross-cultural message delivery and worldwide physician outreach.
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