Cary, N.C., April 1, 2008 - MicroMass Communications, Inc., a leader in behavioral science-based relationship marketing, was named an "Ad Stars" agency by the editors of Pharmaceutical Executive magazine in the publication's fourth annual tribute to the country's top medical advertising.

The editors cited a MicroMass patient-education campaign developed for Shire's Fosrenol® (lanthanum carbonate, a phosphorous-lowering medication for people with kidney disease), as "an innovative vehicle that enabled health-literate communications" among patients undergoing renal dialysis. The campaign met all five of the judges' criteria for excellence, described as "ads that made us stop and think, provided real education, reflected the needs of patients, educated in a material way, and were a good use of the medium."

The Fosrenol campaign was built around the insight uncovered by MicroMass behaviorists that kidney disease patients often regard the dialysis clinic as a second home. Fostering that sense of community, the Fosrenol team developed a variety of patient activities for use in the clinics, including board games, cookbooks and puzzles. All were designed to provide engaging entertainment while simultaneously educating patients about kidney disease and the importance of maintaining low blood levels of phosphorous.

Ad Stars winners were announced in the March issue of Pharmaceutical Executive.