NEW YORK: MaxMD, which next month is expected to launch the .md domain for medical professionals, has retained Peppercom as its first agency.
Five agencies were invited to pitch for the business. Terms were not disclosed, but Murray described it as a "significant spend" for the two-year-old start-up.
Peppercom will also work with MaxMD to unveil other services such as website creation, internet security tools, and desktop applications to help physicians aggregate clinical information.
"The medical community has been the last great vertical in terms of using the internet," said Ed Moed, the agency's co-founder and managing partner. "They want something that symbolizes who they are."
MaxMD plans to launch its services with media relations and viral marketing. It also hopes to position itself as a thought leader.
Seanne Murray, SVP of business development and strategic initiatives, noted that MaxMD is working with a national healthcare publication on a co-branded survey about medical community's "pain points" with healthcare technology.
It is also developing an advisory board with key opinion leaders, according to chief medical officer Dr. Venkat Gullapalli.
Gullapalli added that the domain could be used by a wide number of groups, including medical professionals and associations, drug and biotech companies, medical schools, and hospitals.
The campaign will also build awareness of the domain among consumers, Murray said.
"We want to make sure that [medical professionals] know that we're having a conversation with them," said Moed.