The Palo Alto, CA-based company issued an RFP for an AOR in the US earlier this summer, said Suneel Ratan, director of global marketing, communications, and reimbursement for Bosch Healthcare.
Bosch Healthcare markets Health Buddy, a telehealth system, and VitelCare, a home health monitor. Ratan noted that the company issued the RFP three months after the Patient Protection and Affordable Care Act was signed into law.“We think that healthcare reform will represent a significant opportunity for the telehealth industry,” he said.
Ratan declined to provide the names of the three other agencies that pitched for the account, but noted that GCI's understanding of the telehealth industry and the strength of the firm's network contributed to the win.
Wendy Lund, CEO at GCI Health, said that the firm has sought to grow business in other areas of healthcare to complement its traditional pharmaceutical work.
“One of those spaces is telehealth,” she said.
The firm is developing messaging and also providing thought leadership, corporate visibility, and third party advocacy for Bosch Healthcare. The account is led by Kristin Cahill, who was recently named deputy director of GCI's West Coast team.There was no incumbent on the account. GCI, which began work September 1, will oversee subcontracts for advertising and social media, although the firm is working in the social media space at this time, according to Ratan.
He declined to provide the budget for the account, but said that the company is making a “significant investment” in communications and planning a “more aggressive communications effort.”