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25 October, 2017 - 16:30 By Tony Quested

Cambridge expertise targets new drug at ultra-rare disease in the US

KISS Cambridge Sarah Reakes

Cambridge duo Cycle Pharmaceuticals and KISS Communications joined forces to launch a new drug into the rare disease arena in the United States.

Cycle Pharma, a pioneering pharmaceuticals company based in the heart of the city, appointed KISS to act as its healthcare communications agency and the partnership got off to a flying start.

The first project briefed to KISS was the launch of NITYRTM (nitisinone) tablets a drug to treat patients with an ultra-rare disease called Hereditary Tyrosinaemia type 1 (HT-1), in the US.

Tyrosinemia type 1 is a genetic disorder characterised by elevated blood levels of the amino acid tyrosine, a building block of most proteins. It can lead to liver and kidney failure, problems affecting the nervous system and an increased risk of liver cancer.

KISS managing director Sarah Reakes said the project required an entirely integrated approach.

“In launching NITYR we created a brand language and a full suite of specialised marketing collateral from brochures and presentations to a mobile responsive website in a matter of weeks,” she revealed.

“We also worked closely with our PROI partner agency, rbb Communications, in the US to develop the Americanised copy required for all these elements, as well as a launch to US media.

“Cycle is working on some incredible innovations and a strong pipeline within the pharmaceutical industry.”

Cycle reimagines how drugs can benefit patients to make their lives easier and improve their quality of life at every stage.

The company has three core areas of pharmaceutical development: improving drugs – optimising an existing drug; repurposing drugs – creating a new indication for an already existing drug; and generics – reinstating generic drugs, previously available in the market. 

These three areas of focus are underpinned by formulation technology – creating new drug delivery technologies to improve the efficacy and effectiveness of drugs, allowing us to give patients greater freedom and choice.

Cycle has developed unique partnerships with renowned universities around the world. Its activities are not limited to any one disease area.

A spokesperson said: “We are actively working in a broad range of disease areas, from cardiovascular and inflammatory conditions, to rare diseases such as Cystic Fibrosis and Tyrosinaemia type 1 (HT-1).

“NityrTM (nitisinone) is the first product from Cycle and demonstrates our commitment to improving patients’ lives. Nityr contains the same nitisinone medication that HT-1 patients have always used, but has a new formulation, aiming to provide patients with greater convenience.”

• PHOTOGRAPH SHOWS: Sarah Reakes, managing director of KISS

Kiss Communications

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