STAR Marketing- a network of customer experience management agencies, has announced the launch of healthcare specialty unit STAR Healthcare. STAR Healthcare is uniquely structured to deliver integrated, personalized communications programs across specialist relationship marketing disciplines. This model supports the patient with appropriate communication throughout the entire patient journey from symptom recognition through the diagnosis and management of their condition.
STAR Healthcare combines deep experience in Pharmaceuticals and Healthcare with deep cross-media expertise. It pulls together STAR Marketing's specialty agencies under a single leadership team to answer the changing needs of today's healthcare brands and the patients they support. This new structure will enable STAR Healthcare to provide media neutral channel expertise across appropriate channels, guided by a complete understanding of patient communication needs, as either an end-to-end or tactical solution.
Two unique positions within STAR Healthcare assist in this effort: the Patient AdvocateTM and the Client ChampionTM. The Patient Advocate serves as a single voice for the patient across all channels and tactics, creating the strategic document that outlines each stage of the patient experience, how each stage affects the patient journey, and the role of each media channel throughout their progression. The Patient Advocate also focuses on the interdependencies between what patients learn and what they do later on. The Client Champion provides clients with a single point of accountability, serving as the client's voice within the agency team.
STAR Healthcare provides a variety of specialty marketing disciplines, including interactive, direct, e-mail, digital media planning, strategic consulting, mobile and teleservices depending on client needs. The STAR network is comprised of the following industry leading, technology-driven units: Critical Mass, Innovyx, Javelin Direct, Optima Direct, SigmaWorks Group, ECI, OMD Digital and OMG Direct.
"STAR Healthcare is an insight-driven, behavioral Model. It is targeted to the global challenge that patients consistently demonstrate a lack of compliance with their prescriptive medicines, and the pharmaceutical industry's challenge to provide unified messaging and design elements across multiple channels," said Tom Harrison, Chairman, CEO Omnicom's Diversified Agency Services (DAS) Group.
"STAR Healthcare exemplifies a new way of thinking about providing a consistent message and recognizing the roles played by multiple units in crafting that message," said Rob Dhoble, President, DAS Healthcare. "It will better serve both clients and patients as a result."
Source: marketwatch.com Contributed by: DMSMedwire Research JSG Team
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