NEW YORK: In a move that reflects the greater voice consumers have in their own healthcare decisions, medical communications agency Belsito & Co. has added a consumer arm to reach audiences beyond traditional medical communities.
William Daddi, who previously led Euro RSCG Magnet's national consumer practice, will serve as president of the new agency.
The agency, called Demand, will launch consumer awareness campaigns for clients within health-related fields. It will also promote the health benefits of consumer products, such as food and beauty items.
Demand is currently at the "point of launch" and is still working with Belsito's core staff, according to Daddi. It will eventually add its own staff and clients.
Daddi, who is considered a consumer-marketing authority, said that healthcare clients are creating brand awareness through the media and direct-to-consumer advertising.
He noted that companies are working more proactively to meet consumer requests for health information. "It's certainly been an emerging trend," he said.