Take Care Now (TCN) is currently responsible for out-of-hours services in East Anglia and Cambridgeshire. It has drafted in the help of InHealth - its first PR support - to promote its services nationally.
The agency is charged with handling media relations work and will also manage strategic and positioning activity for the company.
InHealth was set up last year by Julian Tyndale-Biscoe, a former head of comms and marketing at health information firm Dr Foster (PRWeek, 6 June 2007). The agency was designed to tap into growing private sector involvement in the NHS.
InHealth has also been taken on by online doctors portal OnMedica, run by former deputy editor of the British Medical Journal Dr Kamran Abbasi.
'As part of the brief we will raise its profile - particularly in the pharma-marketing press titles - and promote its services to pharmaceutical companies as an alternative to using sales reps,' said Tyndale-Biscoe.
Other clients include US health information and analytics firm Health Dialog, which is involved in an NHS care management scheme aimed at pinpointing and targeting those most likely to visit hospitals.
InHealth also works with UK-based information services provider CHKS, which specialises in providing health data to clinicians and other health professionals.