CHICAGO: Edelman is planning to launch a healthcare offering focused on US market access in the coming months.
The unit is now in a soft-launch phase, working with several clients, according to newly appointed director Rita Glaze.
Clients taking advantage of the practice include pharmaceutical and medical-device companies. Market access is a growing issue for many across the healthcare industry. Glaze did not disclose any clients working with the group in its soft-launch phase.
Companies “must communicate the promise of the value of a product,” Glaze said. “That means talking about patient outcomes, not just communicating about safety and efficacy.”
The group will push companies to include the reimbursement community mindset in their corporate and brand communication strategies, which “is essential for commercial success,” Glaze said.
The new practice will help to grow stakeholder and policymaker support and engage payers in addressing issues such as shared public-health challenges.
Before moving to her new position, Glaze was an SVP in Edelman's healthcare practice, based in Chicago. She will continue to work from the Windy City and report to Gina Hayes, GM of healthcare.
Before officially launching the offering by year's end, Edelman hopes to build a team of as many as seven staffers who will specialize in the area. The candidates will come from internal and external applicant pools, Glaze said.