Zeno Group grows healthcare practice

NEW YORK: Healthcare companies Virtual Health and K2M have named Zeno Group their AOR.

NEW YORK: Healthcare companies Virtual Health and K2M have named Zeno Group their AOR.

Zeno began working with K2M, a medical device company, and Virtual Health, a subscription service that provides assisted living benefits for delivery to more than 40 million US seniors, about a month ago, said Ame Wadler, MD of Zeno's healthcare practice.

"In both cases, these are really breakout companies in their categories, and we will be helping them raise awareness of what they're doing," she said. "Our job is to position them both from a b-to-c perspective, as well as a b-to-b perspective."

Account work will include media relations, social, and digital efforts, Wadler added.

Virtual Health, which has services launching nationwide this week, was not immediately available for comment, and K2M declined comment. Wadler said she could not disclose the budget for either account.

The companies join other Zeno healthcare clients, such as AstraZeneca, Bausch & Lomb, and the Lupus Foundation of America. The agency's work with the Lupus Foundation was recently expanded to include local market support for patient-directed projects.

The Daniel J. Edelman Company-owned firm also named Gail Switsky, formerly of Burson-Marsteller, to the newly created role of SVP about a month ago. She had served as MD of Burson's healthcare practice, working with clients such as Intel Digital Health, Avon Solar Advance, and Johnson & Johnson Evolence.

Wadler said Switsky's background in healthcare IT was one of the main reasons the company hired her. The firm has 10 people in its healthcare group, including Wadler and Switsky.

"We have so many opportunities in the healthcare technology world, and I think that's only going to grow, given where healthcare is going," said Wadler.

Prior to Burson, Switsky managed consumer healthcare programs for McNeil Pediatrics and Advanced Bionics, as well as for a number of Proctor & Gamble brands, including Vicks, ThermaCare and DayQuil/NyQuil Sinus.

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