NEW YORK: Edelman's health practice formally launched its Wellness 360 offering on Monday.
Jennifer Pfahler, an EVP in Edelman's health department, is leading the offering. Its goal is to help clients stand out in a crowded marketplace by connecting a particular product or service to the larger issues of healthy living. The practice will aim to move the conversation from treatment to prevention, and encourage active lifestyles to help reduce dependency on drugs.
“Consumers today are talking about healthcare everywhere, and it's less about disease and sickness, and more about wellness and having longer, fulfilling lives,” said Pfahler. “We're on a dangerous track in this country with diabetes, heart disease, and obesity. It's all very scary, and we have to change course.”
Edelman launched the offering more than 10 years after forming its consumer health practice. Earlier this month, it promoted Kym White to global chair of that unit.
The firm launched the offering Monday morning at a “salon” featuring author and physician Dr. Andrew Weil and Ken Finnegan, VP of innovation at Walgreens.
The agency is describing Wellness 360 as a marketing offering that uses a multichannel approach for health clients that want to communicate with consumers through both earned and paid media. The American Heart Association's “Go Red for Women” program and GNC are using the initiative at launch, Pfahler said.
“It can't just be about disease and dying anymore, it has to be about prevention and wellness,” said Megan Lozito, director of communications at Go Red for Women at the American Heart Association, about healthcare marketing. Edelman is helping the group plan for next February's National Wear Red Day.
A GNC representative could not be immediately reached for comment.