Acknowledging its communications mix was light on PR, Vox Medica has announced the creation of a PR-only subsidiary, Signova.
The healthcare communications company has hired industry veteran Eve Dryer to run it.
Signova joins three other subsidiaries - Ted Thomas Associates (the company's advertising arm), CoMed Communications (medical education programs) and Human Touch InterMedia (interactive functions, including web site design and online symposiums) - in the Vox Medica family.
While still officially in 'launch mode,' Dryer said Signova has already snared a handful of key clients, including several companies under the CIGNA umbrella, and Ernst & Young. The unit is also serving as consultant for other healthcare players, including one major employer group that is using PR to motivate healthier behavior among its employees.
'There needs to be a more integrated and consistent message in healthcare communications,' said Dryer. 'It's not enough just to deliver information.
To motivate a decision or a certain behavior, there has to be a real walloping call to action.'
Dryer joins Signova from the Global Health division of Manning, Selvage & Lee, where she served as senior VP and national director of the firm's constituency relations practice. 'Everything about MS&L was great - except for the daily commute from Cherry Hill (a south Jersey suburb of Philadelphia) to New York,' she said.
Among the clients under her direct charge at MS&L was pharmaceutical giant Pharmacia & Upjohn. She also served as senior counselor on the Kaiser Permanente and General Motors/Health Care Initiatives teams.
Dryer's previous experience included head of communications and communications adviser to the CEO at Aetna Health Plans. She also worked for CIGNA and its subsidiaries.