Merce Ribera, who heads the agency's Barcelona office and will lead the new unit, said hospitals across Spain are showing increased interest in communicating and increasing their profile with patients, employees and the public. 'Hospitals didn't really communicate before but now they have a need to sell themselves socially and internally; they have to explain their services and advantages, said Ribera.
The four strong unit, to operate under the agency's healthcare arm Inforpress Salud, will provide a range of services including corporate and crisis communications. Ribera reports to Inforpress managing director and owner Nuria Vilanova.
The unit will create publications as part of its patient PR services while corporate social responsibility projects and an employee intranet will be set up to support internal communications.
According to Ribera, the unit has already won its first client; Barcelona hospital San Joan de Deu. Inforpress won the one-year brief in a pitch against four other agencies and will provide corporate comms and IR for the hospital.