India-based comms firm Genesis Burson-Marsteller (GBM) has entered a strategic partnership with Medulla Communications.
Medulla, a specialised healthcare communications agency, will now partner exclusively with GBM, part of the global Burson Marsteller network, providing integrated strategic, creative and medical communication solutions.
“Given the immense potential in the health and wellness market, we are excited to be working with such an innovative team of healthcare communication experts,” said Prema Sagar, GBM principal and founder.
“Our combined experience allows us to understand the ever evolving and specialised needs of this sector and help clients adapt and innovate. Together, we will be a force multiplier for our existing and potential clients.”
Sagar’s sentiments were echoed by Praful Akali, founder and managing director of Medulla, underlining that GBM’s “immense experience” would help Medulla’s clients.
“Moreover, this partnership allows us to bring in an integrated communications offering and scale that clients in this sector may not have experienced before,” said Akali.
Services offered by Medulla include brand strategy and communication, medical strategy, key opinion leader relationships, physician and influencer engagement, consumer and patient education and support, corporate reputation management, CSR, public affairs and digital marketing.
According to GBM, the partnership will leave the two companies ‘uniquely positioned to navigate the complex healthcare landscape’.
GBM’s Sagar said: “Our collaboration will help both healthcare and other marketers connect health and wellness benefits to their products to capitalise on this trend and win consumer awareness, sales, and loyalty. We believe that an organised approach to communication measurably improves healthcare delivery.”
According to GBM, healthcare is one of the most progressive and largest service sectors in India, with an expected GDP spend of 8 per cent in 2012, up from 5.5 per cent in 2009. It is expected to be a $280bn industry by 2020, with spending on health set to grow by 14 per cent annually.