Hanover nabs Tonic Life's Jim Baxter to grow brand comms

Hanover is expanding into brand comms in an attempt to win business with pharma companies trying to gain a foothold in the post-NHS reforms landscape.

Challenge: JIm Baxter has pointed to ‘a need to provide tailored comms’
Challenge: JIm Baxter has pointed to ‘a need to provide tailored comms’

Traditionally a corporate affairs and public affairs specialist, Hanover has hired Jim Baxter as associate director, from Tonic Life, to grow its UK and European brand comms business. It also wants to expand its market access offering following a series of wins.

Hanover director Andrew Harrison said a number of the agency’s recent client wins, including Deltex Medical and Amgen, were particularly looking to integrate the launch of products with new NHS outcomes, such as money-saving and productivity.

Harrison said: ‘Sometimes there might be a good clinical story, but where we have the greatest traction for the firm is combining this with getting the NHS to see the product as a way of achieving its management and policy goals.’

He added the move was a bid to better align itself with pharma firms that had ‘been reorganising themselves to get a more integrated structure during the past few years’.

Baxter, who led UK and pan-European comms strategies at Tonic Life, also spent five years in-house at Schering-Plough and MSD leading on brand comms.  He said: ‘Increasingly, there is a need for consultancies to provide tailored comms that address regulatory, reimbursement and brand awareness challenges in a joined-up and holistic manner.’

Baxter’s arrival follows that of Emma Eatwell as head of healthcare at Hanover’s Brussels office, after she spent five years at Genzyme covering pan-European market access campaigns.

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