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Harte-Hanks launches health and wellness brand agency

Harte-Hanks Direct Marketing is to establish a new healthcare brand agency called TRUE Health + Wellness with Anthony Rotolo, former Draftfcb Healthcare executive vice president/creative director as its chief creative officer

TRUE Health + Wellness, the new healthcare brand agency being launched as part of Harte-Hanks Direct Marketing “will offer specialisation in healthcare professional and patient marketing, where brand relevance to each individual, singularly, is the focus,” says the company. The new agency intends to provide brand managers with “integrated marketing solutions for brand development and socialisation to healthcare professionals and consumers”.

Anne Stroup as managing director and Anthony Rotolo as chief creative officer will lead the new agency. Stroup, formerly managing director for pharmaceutical markets at The Agency Inside Harte-Hanks – the multichannel relationship marketing agency – has built her career on leading pharmaceutical brands to connect with the individual healthcare professional and patient. Rotolo is the former executive vice president/creative director of Draftfcb Healthcare. It is intended that the two leaders will embody the convergence of brand and relationship marketing.

“The pharmaceutical industry is going through tremendous change as it faces a narrowing product pipeline, patent expirations on core compounds, and changing regulations,” said Jeannine Falcone, executive vice president, customer strategy and engagement, Harte-Hanks Direct Marketing, and vice president, Harte-Hanks, Inc. 
“TRUE Health + Wellness is designed for the needs of today's healthcare brand marketers – where agency-of-record client relationships include brand development, message deployment, analytics and use of technology platforms that enable brand engagement across multiple channels. We have a core multi-disciplinary team of seasoned experts. Our deep knowledge in relationship marketing, analytics and technology sets us apart from other agencies.”

The new agency intends to move beyond a single-minded brand proposition, claiming that it will establish ways to communicate with professionals and patients simultaneously to effect a richer, more meaningful dialogue. Analytics will paly a prominent part of the new operation.

“As healthcare companies embrace a customer-focused marketplace, they face the challenge of how their brands live in this new social era,” Stroup said. “As a result, brand marketers today seek an agency partner that understands how to bring brand relevance to customers on a singular level. Creating a relevant brand relationship singularly empowers HCPs, patients and caregivers to achieve the best possible treatment outcomes. Five years ago, our established relationship marketing, analytics and technology services were considered only after brand development – today they need to be an integral part of the brand strategy.”

9th October 2012

From: Marketing

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