Grazax

Grazax
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A helping hand against pollen allergy

Children affected by grass-pollen allergy are at great risk of developing asthma. Children who suffer from grass-pollen allergy often perform poorly at school and in sports contexts. This fact is familiar to asthmatics and those with allergies, but not that well known in the field of healthcare. It is even less well known that there is a drug that treats the causes of the symptoms and that in the long term acts as a vaccine against grass pollen in children. During the spring Relevans is launching Grazax for children in the Nordic countries.
 
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Hope for those allergic to grass pollen

For many doctors grass-pollen allergy is a non-prioritised disease that is handled with various symptom-alleviating preparations. For patients, however, the priority is treatment and not just alleviation of symptoms. Grazax is a form of immunotherapy that addresses the main problem by introducing small amounts of the allergen in question. The method means that after several years of treatment the patient becomes more resistant to grass pollen, whilst the symptoms decrease markedly during treatment. The ambition of this Nordic campaign is to increase interest in a forgotten patient group and to show that there is a long-term solution that is also easy to administer.

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At last a focus on the patient!

We regularly try to encourage our assigners to communicate with the end users of the drug. The usual and entirely correct criticism is that unless the health service knows about the product a flood of patients will not lead anywhere.

Doctors have now begun to get the point of Grazax's advantages, so in a limited test area we started a DTC campaign aimed at people with a severe allergy. We have strategically positioned advertisements and banners close to pollen reports and weather forecasts, and have shown sponsorship films on TV4 Weather. The results will hopefully lead to more people with allergies getting help.