BURLINGTON, MA: InVentiv Health has realigned its business by dividing its subsidiaries into two groups, one focused on advertising and paid media and the other concentrating on PR and medical education.
The company has placed its PR and medical education firms in one unit at a time when consumers are becoming more sophisticated in seeking the most appropriate healthcare services to fit their needs. This is especially true for the millions of Baby Boomers entering their twilight years, explained Bob Chandler, president and CEO of Chandler Chicco Companies. This change has prompted the healthcare industry to go beyond promoting information about the safety and efficacy of a product.
“Patients are truly trying to understand what is the benefit,” said Bob Chandler, president and CEO of inVentiv firm Chandler Chicco Companies, who will lead the new PR and medical communications group. “You really need to articulate how this is different from what else is out there and how it measurably improves quality of life.”
Last year, Chandler Chicco saw a 50% increase in medical communications programs that incorporated fully-integrated campaigns combining skills across PR, medical education, and market access. Chandler added that more customers are looking for a more holistic approach to address communications challenges beyond PR.
A goal of the realignment strategy is “doing more with less” and engaging additional specialist stakeholder groups on a deeper and more meaningful level with fewer internal resources used.
“I embrace operating this way; it's truly the wave of the future,” Chandler said. Evan Kraus, EVP and head of APCO's StudioOnline unit, also said his firm was embracing integrated marketing earlier this month when it purchased advertising firm StrawberryFrog.
InVentiv hired Tom Sebok this month to lead the company's advertising segment as president of inVentiv Health Communications. He will oversee GSW Worldwide, Ignite Health, The Navicor Group, Addison Whitney, Palio, Patient Marketing Group and inServ. Sebok will report to Paul Meister, CEO of inVentiv Health.