Brand News

Horsham, Pa., March 17, 2009

DUDNYK NOMINATED YET AGAIN FOR MED AD NEWS MANNY AWARD

Agency has been fortunate either to have been nominated or to have won a Manny for 10 of the last 12 years

Some agencies wait a lifetime to be nominated for a coveted Med Ad News Manny Award. Dudnyk, a full-service healthcare marketing and medical advertising agency has been fortunate either to have been nominated or to have won a Manny for 10 of the last 12 years.

This year, at the 20th Annual Manny Awards, Dudnyk was nominated for best disease-awareness campaign for an unbranded campaign raising awareness of iron deficiency anemia. The series of materials—many with the headline: Check Iron Early and Often —was developed on behalf of AMAG Pharmaceuticals, Inc.

“We are very proud of the creative work we developed for the Check Iron Early and Often campaign,” said Frank X. Powers, Executive Vice President of Dudnyk. “The campaign raises awareness with nephrologists and hematologists about the high prevalence of iron deficiency anemia (IDA) in their chronic kidney disease (CKD) patients.”

Using the simple yet bold imagery of an oil dipstick in an unbranded professional education campaign was a unique idea for the category. It helped build corporate awareness for AMAG, but was really designed to “prime” the market for the upcoming launch of a new AMAG brand. The campaign has disrupted complacency surrounding IDA, persuading physicians to investigate and monitor iron status aggressively in non-dialysis dependent CKD patients.

About AMAG Pharmaceuticals, Inc.
AMAG Pharmaceuticals is a biopharmaceutical company that uses its proprietary technology for the development and commercialization of therapeutic iron compounds to treat anemia. In addition, the company develops novel imaging agents to aid in the diagnosis of cancer and cardiovascular disease.

About Dudnyk
Dudnyk, founded in 1993, is an independently owned, full-service healthcare marketing and medical advertising agency that delivers “bold brand solutions.” Based in Horsham, PA, Dudnyk serves companies in the pharmaceutical, biotech, medical device, and managed markets arena. Dudnyk has core competencies in strategic planning, scientific direction, and creative/content development. For more information about Dudnyk, visit www.dudnyk.com.