The new business unit, called Ingenda Communications, will be headed by MD Kelly Teasdale. She has worked at CCC for four years in a variety of roles within sister agencies Chandler Chicco Agency and Brandtectonics.
Ingenda will focus on segmenting and dividing healthcare audiences to provide more targeted communications for clients. It will aim to provide in-depth insights into consumers' identities, motivations, behaviours and roles.
Part of its offering will include highly targeted comms programmes that will take into account the changing healthcare environment owing to factors such as social change and patient empowerment.
'At no time in history have patients had greater access to information about their health,' said CCC European managing director Fiona Hall. 'This is the era of the individual and individual choice in healthcare. Communicating in a voice and manner that truly resonates is crucial.'
Teasdale will oversee a team of seven and will be recruiting as the agency expands. She will use a team of comms professionals and cultural, behavioural and psychological planners working across all areas of healthcare communications.
'The dynamics between gender and healthcare offer a perfect example of the importance of identity intelligence within communications,' said Teasdale. 'The growing influence of women on healthcare and the proven differences in how men and women process and respond to information are well documented.'