the week in healthcare: Gyro expands offering

The division includes PR agency HSD Communications, which is rebranding as HSD Communicate, and ad shop Woolley Pau. HSD continues to be headed up by general manager Lesley Scott.

Axon Communications is bolstering its PR and medical comms offering with two new appointments. Ranjita Howard joins as a senior programme executive. He is founder and director of Medicas.org.uk and Medicmix.com. Jenny Barrett has also been brought in as a programme executive.

Manchester Fertility Services, the North West’s leading provider of IVF, has selected Peppermint PR to handle its communications activity. The IVF centre is based at Bridgewater Hospital in South Manchester.

The Prescription Medicines Code of Practice Authority has updated its advice on the use of patient case studies as part of promotional material for pharma firms. Patients chosen must be typical in terms of their condition and response to therapy.