Cary, N.C., November 29, 2007 — MicroMass Communications, Inc., a leader in behavioral science-based relationship marketing in the healthcare industry, has won three awards of excellence in the RxClub Awards, an annual international competition recognizing creative excellence in medical advertising. Two of the awards honor education materials developed for Shire in support of Fosrenol (lanthanum carbonate), a phosphorous-lowering medication for people with kidney disease. The third is for a brochure describing MicroMass services.

The first award, in the category of professional education, recognizes a multi-channel “Community Guide Kit” designed to help Renal Dietitians educate and counsel patients undergoing dialysis. The second, in the posters/announcements category, honors “Race to the Goal,” an interactive element of the kit designed to assist dialysis teams in educating patients about the importance of maintaining low blood levels of phosphorous.

MicroMass also won in the category of agency self-promotion for “Engaging the Person in Each Patient,” a brochure describing the agency’s distinctive audience-profiling capabilities and broad range of services. MicroMass uses behavioral research to identify key influencers of individual behavior and applies these findings to the development of uniquely relevant and motivational relationship marketing programs.

“An Rx Club award is one of the most prestigious in our industry, which makes these three awards a huge honor,” said Jamie Cobb, executive creative director of MicroMass. “We thank Shire and the Fosrenol team for their vision and support, and the Rx Club for its recognition.”

Rx Club Awards have been given each year since 1986 for the best creative work in the global medical advertising community. Winners are selected by a panel of industry experts who use creative concept and execution as the only criteria for merit. MicroMass received its three awards of excellence in late November during the Rx Club Show, an international awards ceremony held each year in New York.