Branding is focus of new health unit

NEW YORK: Hoping to appeal to healthcare players wanting more than product PR, Edelman last week announced the creation of a cross-practice corporate healthcare group.

NEW YORK: Hoping to appeal to healthcare players wanting more than product PR, Edelman last week announced the creation of a cross-practice corporate healthcare group.

The new unit is headed by executive VP Fern Lazar and features an initial staff of eight pros, including those with product marketing, investor relations and corporate affairs backgrounds.

'In a sense, the companies in the healthcare sector ? especially e-health companies ? have been the last to climb on the bandwagon for branding,' said Lazar. 'Without tying IR and marketing into the equation, you're not getting the whole package.'

Clients already on board include Quark Biotech as well as SmithKline Beecham Healthcare Services.

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