BSMG snatches new healthcare business adding up to dollars 500,000

NEW YORK: BSMG's medical and health communications unit has landed a new account and new business from three existing clients, adding approximately dollars 500,000 to the agency's coffers.

NEW YORK: BSMG's medical and health communications unit has landed a new account and new business from three existing clients, adding approximately dollars 500,000 to the agency's coffers.

BSMG was chosen by VI Technologies (commonly known as Vitex) for a marketing communications program, and seized new work from clients Church & Dwight, Bayer Diagnostics, and Melaleuca.

'Organic growth is the best growth, because it tells you that you've been doing something right for those clients,' said Debra Gaynor, president of BSMG's New York medical and health communications team. 'But the Vitex win is exciting because it puts us into a new product area.'

Vitex's only product, a process which rids donated blood of viruses such as HIV and hepatitis B and C, presents a unique challenge from a PR perspective.

The company is well-known within the blood bank community but remains somewhat of a mystery to consumers and physicians.

BSMG's mission, then, is to make these audiences more aware of the Vitex process (co-marketed with the American Red Cross) without provoking a scare about the safety of the blood supply. The agency will likely hire a high-profile spokesperson who contracted the HIV virus through a blood transfusion.

BSMG's relationship with Church & Dwight, producer of Arm & Hammer baking soda, expanded when the company tabbed the firm to help launch its new whitening toothpaste, Arm & Hammer Advance White.

Whitening toothpastes are the most popular kind within the segment, constituting 28% of sales. This, according to Gaynor, tells BSMG that 'people care about the way their smiles look.' The agency will orient its campaign accordingly, bringing in a 'cosmetic dentist to the stars' to give consumers tips about enhancing their smiles.

From Bayer Diagnostics, BSMG added business in the hematology diagnostic category and additional work on behalf of the company's Glucometer DEX, a blood glucose meter.

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