NEW YORK: Grey Healthcare Group (GHG) has launched Brand Care, a new branding and consulting branch. President Cindy Machles, four-year EVP for GHG, will lead the group.
Offering services on a project basis, Brand Care will focus on label optimization for pharmaceutical products. Current challenges for the pharma industry - flagging pipelines, public policy issues, and consolidation - have "resulted in companies needing to get the most out of every product," said Machles. "The label basically becomes a Bible in this market."
Ilyssa Levins, chairman of GCI healthcare (part of Grey), said, "This is significant because it is a healthcare communications agency finally formulizing a consulting group."
With the pharmaceutical industry placing more value on outside perspective, more companies are bringing in traditional consulting groups to focus on financial decisions. "Brand Care is not in competition with those other groups," said Levins. "We are partnering with them. Everyone is talking about consultative selling, but there is no way a traditional consulting group can offer the depth of experience that a healthcare marketing firm can."
Brand Care also offers a political component to help localize pharma companies' outreach efforts. With doctors being a common source of information about medications, "our political marketing model creates opportunities to portray physicians as heroes," said Levins.