Fishburn Hedges has put together a devoted healthcare practice, which it has billed as a response to the changing landscape in the sector.
The 12-strong team will be supported by a healthcare advisory panel made up of NHS clinicians and managers to give insight from within the sector.
The agency's previous healthcare work includes reputation management and public affairs consultancy for clients including Novartis Vaccines & Diagnostics and Lloydspharmacy, through to public health campaign ing on a range of issues such as smoking, drugs and alcohol misuse.
The new healthcare team brings together professionals from within the agency that specialise in the public, private and voluntary sectors, and across corporate comms and consumer campaigning.
Ayesha Bharmal, associate director at the agency, will head up the healthcare team. She said the new offering reflected the changing healthcare environment and would offer clients 'seamless' comms support.
'The provision of healthcare in the UK is in a state of flux and the changes will affect every organisation with a stake in the health agenda,' said Bharmal. 'Bearing in mind how much communication is going to have to happen over the next year or so, healthcare is a rapidly expanding area for comms across the board.'
Fishburn Hedges has built a strong reputation in the areas of corporate comms and reputation management and the healthcare practice will primarily offer clients support in 'navigating the changes' brought by the proposed NHS reforms.