Bayer taps media relations for health push

CAMPAIGN   HEALTH   RED FM   MEDIA RELATIONS   AWARENESS

• Bayer Schering Pharma initiates Endurance campaign
• Media relations a strong focus

Malaysia – Pharmaceutical group Bayer Schering Pharma has initiated a men’s health awareness campaign to address erectile dysfunction and encourage the public to address the issue.

The campaign, which will run nationally from September to December, intends to increase awareness of erectile dysfunction (ED) and to encourage the public to seek proper and professional healthcare advice. 

The campaign rides on 400 healthcare providers as well as media relation initiatives.

Besides the 400 healthcare providers that can be identified with orange stickers or hanging mobiles, the campaign was also announced via Red FM and it will go on until 15 November.  

Associate Professor Dr Zulkifli Md. Zainuddin, head of urology Unit of HUKM said, erectile dysfunction is a mirror of men's health, closely-linked with cardiovascular diseases.

"However, many of the patients still remain silent on their ED problem due to myths and taboos," he said.

"Therefore, we would like to take this opportunity to encourage the public to seek for proper medical advice on men's health related problem, especially ED for it is a 'predictor' of more severe health problems.”

To encourage the public to seek proper medical advice, they had a press conference two weeks ago, with the objective that the media can assist in communicating across the implications of ED and the importance of seeking medical advice before consuming any medications. 

According to an online medical survey, on average, it is estimated that three in five urban Malaysian men aged 40 and above suffer from ED.

The incidence increases with age where ED has been found to occur one in every five men aged between 50 and 59, two in five men aged between 60 to 69 and three in five men for those above 70.  
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