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g+(europe) is a European public relations (PR) firm that offers public affairs and communications consultancy including regulatory and reputational issues. g+ operates European and global campaigns to protect its clients reputations and licenses so they can operate in major markets with offices in with offices in Berlin, Brussels, London and Paris. Some of its services include crisis management, digital diplomacy & advocacy, events management, executive training programmes, issue tracking, material development, media relations, media handling, media strategy, media training, message development, negotiation & coordination, political advocacy, political & policy analysis, and research & audits.[1]
Soliris
editg+(europe) was hired by Alexion Pharmaceuticals to orchestrate media coverage of the plight of a seven-year-old boy named Viktor from Erembodegem in East Flanders in order to put pressure on the Belgian government to reimburse Soliris, a drug used to treat Viktor's rare disorder— atypical hemolytic uremic syndrome (aHUS)[2] [3][4] at the astronomical cost of 400 to 500,000 euros per year. While waiting for the government's decision the Free University of Brussels (VUB) paid for Soliris. Viktor's father Geert Ameys confirmed that he and his wife did not know that the g+ PR executives— representing themselves as a patients organization in the Netherlands and the Brussels lobbyist who also helped them—had been hired by Alexion.[2][5] Professor Michel Roland, a professor of general medicine at the university, claimed that those who are angered by g+'s media manipulation should not be surprised that shareholders of a Alexion, a private firm, are demanding maximum return on their investment to develop Soliris.[5] When Belgian health minister Laurette Onkelinx announced an agreement with Alexion, she said she felt "blackmailed" by the company’s methods.[6] Leo Neels, director-general of the Association of the Pharmaceutical Industry, criticized Alexion, calling their actions "unacceptable."[2] By 2013 Soliris was already reimbursed in the Netherlands and France.[2]
Alexion hired g+ PR consultants in Brussels to increase media coverage by setting up "patients' organisations in the Netherlands and Belgium for the sole purpose of provoking public controversy and putting pressure on governments to reimburse the high cost of Soliris – with success in the case of the Netherlands."[2]
References
edit- ^ "g=(europe)", g+(europe), nd, retrieved 25 June 2015
- ^ a b c d e "Drug campaign for sick child was PR stunt", Flanders Today, 8 May 2013, retrieved 25 June 2015
- ^ "Alexion Submits Applcation for Soliris". 2011-04-08.[permanent dead link]
- ^ "Alexion Pharmaceuticals on the Forbes World's Most Innovative Companies List". forbes.com. Retrieved 28 September 2012.
- ^ a b Durand, Gil; Soumois, Frédéric; Jadoul, Violaine (7 May 2013), "Le Soliris, qui permet de soigner le petit Viktor, sera remboursé dès juillet", Le Soir, retrieved 25 June 2015
- ^ "Agreement on costs for rare drug treatment", Flanders Today, 15 May 2013, retrieved 25 June 2015"Federal health minister Laurette Onkelinx last week announced an agreement with the manufacturers of a drug prescribed for a rare and serious illness but said she felt "blackmailed" by the company’s methods."