Situation: Roche Pharmaceuticals, now headquartered in South San Francisco, California, is a division of Basel, Switzerland-based healthcare pioneer Roche Group and is one of the largest pharmaceutical companies in the world by revenue. Roche’s first experience with a public relations-driven launch in the USA began in 1999 when the pharmaceuticals division retained Des Moines, Iowa-based Hanser & Associates for the nationwide launch of the new FDA-approved prescription drug Xenical (orlistat), a treatment for obesity. Roche would subsequently assign launches for four additional new FDA-approved prescription drugs – Fuzeon (HIV/AIDS), Pegasys (Hepatitis C), Tamiflu (Influenza) and Xeloda (Cancer) – to Hanser & Associates.

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Posted: January 20, 2009 at 5:07 pm by Ryan Hanser