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Cello restructures its health brand

Will integrate MSI, Insight, MedErgy, Cello Business Sciences and Mash Health
Cello Health Stephen Highley

The Cello Group has restructured its health businesses to bring them under one umbrella brand.

The move will integrate the MSI Consultancy, Insight Research Group, Cello Business Sciences, MedErgy HealthGroup and Mash Health Group into three new units organised along capability lines.

They will operate as Cello Health Insight for global marketing research and customer insight; Cello Health Consulting for strategy consulting; and Cello Health Communication, which will focus on evidence and engagement.

Cello Health chair Stephen Highley (pictured) said: “Healthcare businesses are looking for new ways to address the complex and changing environment. Many agencies talk integrated thinking, but in reality this is rarely the case. This results in constant re-briefing, muddled thinking and confusion.

“By combining our extensive mix of capabilities, we will enable cleints to look at complex market challenges through multiple lenses, to take critical decisions with greater confidence, and deliver commercial and clinical success in today's healthcare landscape.”

Each of the new units will continue to offer their existing range of services but the new structure will enable “effective cross-capability working”, the Group said.

Jane Shirley, CEO of Cello Health Europe and joint CEO of Cello Health Insight, told PMLiVE the move felt like a very natural next step for the company and would give it a very balanced offering.

Shirley stressed that it was “a natural evolution" and one that came in response to the increasingly complex challenges the Group's clients face.

“There are no second chances anymore,” she noted, pointing to the small number of blockbuster products being produced, and added: “Clients are expected to do more with less resource.”

Meanwhile, she said the Group's future plans would see it expand its focus on the US, where it currently has hubs in Manhattan, Chicago and New Jersey, by opening a west coast office and make a further acquisition, either in the US or UK, later this year.

3rd March 2014

From: Marketing

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