NEW YORK: Ruder Finn has hired Mary Coyle, previously of Marina Maher Communications and W2O Group, as SVP and media relations strategist.
Coyle started the job Monday and is based in New York. She reports to Sally Barton, head of the firm’s healthcare practice.
In the role, Coyle works with the account teams on media relations across the healthcare practice, helping to create media strategies and secure media coverage for the agency’s healthcare clients. She also provides day-to-day counsel to clients and work on new business.
"What caught my attention was the variety of clients Ruder Finn has," Coyle told PRWeek. "It spoke to the kind of business and specific therapeutic areas, like cancer, that I have a personal passion for."
The position is newly created due to the growth of Ruder Finn’s healthcare practice, Coyle said, which has about 60 staffers. The agency hired Barton as head of the U.S. healthcare practice in June and Susan Goldstein, global head of healthcare, took on the addtional role as president of growth initiatives at Ruder Finn.
Coyle has worked in the industry for more than 20 years. Most recently, she was SVP at healthcare shop Marina Maher Communications. Prior to that, she was an SVP at TogoRun, a director at W2O Group, and also held SVP roles at Ogilvy PR and MS&L (now known as MSLGroup).
"Traditional media still plays a role; the majority of people are still getting information there," Coyle said on changes to the healthcare PR industry. "Compared to traditional media, digital and social is still in its infancy. We’ve had to adapt and change throughout the shift to digital and social, especially in health where people now get a lot of their information online."
Ruder Finn closed 2015 with flat overall revenue in the U.S. and globally after two consecutive years of double-digit growth. The firm’s CEO Kathy Bloomgarden told PRWeek in May that she attributes this to a large global integration assignment coming to an end, which offset a positive new business start to the year. Work with Amgen, a significant win in 2014, ended earlier this year.