Vertic Create New Alzheimer’s Site for Lundbeck

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Site part of campaign from Lundbeck to raise disease awareness within relatives of Alzheimer patients.

Lundbeck, a leading pharmaceutical manufacturer in the treatment of disorders in the central nervous system, has announced the launch of The website aims to raise awareness of the disease, specifically within relatives of Alzheimer patients, as part of a number of complementary initiatives for the promotion of Ebixa, their leading product in the therapeutic area.

Lundbeck’s studies showed that the necessity for increasing awareness within the target group had grown considerably given that Alzheimer’s disease was a disorder not only affecting the sufferers but also their families, for whom there were often serious consequences in relationships and family life as a result of the care necessary for their loved ones. The digital agency Vertic was tasked with the site’s creation, which carried an objective of effectively communicating the disease’s impact, its patients’ rights, treatment options and the help available from physicians.

Speaking about the project, Lundbeck E-Communication manager for Sweden, Henrietta Roslund said: “Many patients and their relatives seek information online about Alzheimer’s disease, but the large amount of subject matter on the internet can be difficult to understand and unfortunately not always entirely factual. We have an important role to play therefore in the educational material that is available. Online communication is integrated into our overall communication with the target group but our internal knowledge of digital possibilities is not always sufficient. Therefore it’s important to collaborate with talented partners such as Vertic who are specialized in this area. Vertic is a supplier that contributes innovation, good practice and delivers on time.”

Having had a close working relationship with Lundbeck for a number of years, Vertic is similarly positive about the need for such a site. According to Mikkel Arnoldi Pedersen, Business Development Director at Vertic, this project underlines a very interesting tendency among Vertic’s healthcare clients: “Vertic has seen an increasing amount of international assignments similar to this where there is a strategic decision to educate target groups. Our inclusion in this strategy as well as execution helps us provide a more holistic solution to the marketing of these pharmaceutical products."

The work with Lundbeck is one of a large list of projects Vertic has been appointed to this year, having already worked with leading companies in the sector such Novo Nordisk, GlaxoSmithKline, Sanofi-Aventis, Ferrosan, Nycomed, Leo Pharma, Radiometer and Coloplast.

About Vertic:
Vertic is a global independent digital ad agency. Our award-winning solutions are based on our ability to blend the core competencies of strategy, story-telling, creativity, interaction-design, and in-depth understanding of content creation, in the pursuit of tangible business results.

Vertic’s mission is to help industry leaders apply interactive solutions to build their brands and create great customer experiences across the entire digital channel.

Founded in 2002, we are represented in Copenhagen, New York and Singapore. Our passion is creating 360 multi-channel solutions that generate demand for our client’s brand.

About Lundbeck:
Lundbeck is a global pharmaceutical company conducting research into developing, manufacturing, marketing, selling and distributing pharmaceuticals for the treatment of disorders of the central nervous system (CNS), including depression, schizophrenia, Alzheimer’s disease, Parkinson’s disease, Huntington's disease, epilepsy and insomnia.


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Mikkel Arnoldi Pedersen
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