The agency, named Grapevine, will be a partnership between Red Door and sister marketing company EMO, both of which are part of the Creston Group of agencies.
Alasdair Williams, associate director and former marketing manager at pharma giant Sanofi Pasteur MSD, will head the new firm, which is set to launch this week.
Grapevine will work with localisation agency EMO, which identifies local issues using 20 years of data, to offer tailored ‘local level’ comms and marketing consultancy to pharma and consumer health companies, health charities and the NHS.
Red Door chief executive Catherine Warne said the new venture was designed to meet the ‘needs of the new NHS’ in light of the reforms set out in the Health and Social Care Bill.
As part of the proposed reforms, GPs would take control of 80 per cent of the NHS budget, bringing NHS provision down to a more local level. The Health Secretary Andrew Lansley has called for power to be devolved to individuals so that decisions about their health are made by them, or by people that best understand their needs.
‘For us to be able to provide the new clinical commissioning groups with local data, we should be very well placed to encourage joint initiatives between the pharma industry and the NHS,’ said Warne.
She added: ‘This can also help form the public-private partnership that is being encouraged by the Department of Health and by the ABPI to improve health outcomes.’