Roska rebrands as PulseCX

The PulseCX leadership team from Left to Right: Kurt Mueller, chief innovation officer; Bob Muha, chief strategy officer; Tina Fascetti, chief creative officer; Jay Bolling, CEO; David Zaritsky, president 

The Philadelphia-based agency Roska has rebranded as PulseCX to reflect a greater focus on customer experience.

The rebrand includes a new name, logo, website and Twitter handle (@PulseCX), with the changes effective immediately.

Discussing the reason for the change, CEO Jay Bolling said that “the ways in which customers and brands interact have evolved has changed tremendously” in the 33 years since the company was formed. Initially known as Roska Direct, it became Roska Healthcare Advertising in 2010.

“The days of neatly sequenced messages and responses are long past—we live in a world that's always on, always interacting, always changing channels, and yet always expecting a seamless customer experience,” he said.

“As a company, we strongly identify with this new reality, and so do our clients. It was time for our name to identify with it as well.”

The PulseCX name, Bolling stressed, captures the agency's focus on the healthcare customer experience, or CX.

“Advertising and promotions will always be part of what we do,” he said, “but increasingly, we play a larger role to help clients understand the entire journey of their customers, and then find the best opportunities to engage and support customers through relevant and authentic experiences.”

PulseCX director, digital strategy and media Andrew Hansen told PMLiVE: “We performed the re-branding ourselves, using the experience and talent we typically apply to our clients' business to develop our own new brand identity.  It was an exciting, transformative process.”