Rob James, previously managing partner, Ogilvy Healthworld, will head the unit and take on an additional role as Ogilvy Healthworld Australia's group creative services director. Graham Edwards, Ogilvy Healthworld Asia-Pacific president, said: "Our major challenge is convincing clients in the healthcare space that the so-called newer communication channels such as digital can be effective in increasing and improving access to both healthcare professionals and consumers."
Edwards noted that a significant part of the brand's services would involve working with patient and consumer groups in the cause and social marketing areas. "He believe this will become more important as healthcare companies seek to gain Government reimbursement for higher-cost therapies and need the pressure that NGOs and patient groups can bring to bear on Government policy," he said.
New business won by Ogilvy Healthworld since the beginning of the year saw Janssen, Pfizer, Johnson & Johnson and Boehringer Ingelheim join the roster.
Fibre Ogilvy will initially be staffed with three senior managers in Australia, who will focus on communicating Fibre's learnings to Ogilvy's regional healthcare practice, although as yet there are no formal plans to launch the brand in Asia-Pacific.
