NEW YORK: Burson-Marsteller has launched Health Systems Group - a team of experts from a variety of practices within the agency - as an expanded offering to its already existing healthcare practice.The group will provide services for hospitals, academic medical centers, healthcare providers, and managed-care organizations, rather than the traditional pharmaceutical and biotech clients, said Ame Wadler, managing director and chairman of US healthcare.
"By pulling the right people from different practices, we are going to be able to give clients the appropriate attention,
she said. Leaders from Burson's healthcare, corporate/financial, media, public affairs, crisis, and litigation practices make up the group.
The agency has worked with clients from such organizations in the past, but on more of an ad hoc basis. "These types of institutions have specific needs,
said Wadler. "Increased competition among them has made reputation increasingly important."
Student recruitment, clinical trials, and marketplace positioning are some of the issues the group will be addressing. "Scrutiny into how clinical trials are performed can have a significant impact on an institution's reputation,
Health Systems Group is currently providing services for Stanford and John Hopkins Universities.