Cramer, which is based in Massachusetts, said it is responding to a marketplace need as the industry continues to undergo changes. According to Kantar Media, hospitals, medical centers, and clinics spent nearly $2 billion on advertising in 2015.
Julie Walker, a partner at Cramer, a registered nurse and head of the new healthcare unit, said: "We have launched this new unit to address fundamental transformations happening in the healthcare industry. It's time for healthcare marketing to transform as well. Cramer Healthcare will help our clients thrive as healthcare marketing evolves."
Cramer Healthcare will provide clients with five core capabilities: experience design, live production, audience engagement, experiential content and marketing services. It has already landed a new roster of global brands, such as Siemens, AthenaHealth, Cynosure, Straumann, and Aptevo Therapeutics.
Loriann Murray, vice president and creative director for Cramer Healthcare, added: "Live experiences are bringing patients, physicians, and economic buyers into our clients' brands, creating opportunities to engage and interact with their services and products that go dramatically beyond the capabilities of traditional and digital marketing. Healthcare marketers are investing in new ways to reach their target audiences. The rise of experiential is driving the most talked about, most exciting, and most impactful programs in healthcare marketing."
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