Eyeing DTC Market, Leo Burnett Launches LeoHealth

Share this article:
Sixty-five-year old advertising megaforce Leo Burnett, Chicago, jumped full scale into consumer healthcare marketing this week with the launch of its new specialty group brand, LeoHealth, a dedicated unit representing $150 million in billings.


The new initiative is expected to develop traditional branding campaigns for healthcare products and services as well as integrated advertising and direct marketing packages for the growing DTC pharmaceutical sector.


According to LeoHealth CEO Toby Sachs, the new division will work closely with Leo Burnett rather than exist as an autonomous organization.


"We realized we had a fairly specialized practice with a few clients and so we decided to expand. But there is a definite strength in the way that we are currently structured" said Sachs. "We currently have 45 people that work on LeoHealth and about 15 are full-time creative people. But because we're staying very much a part of, rather than a part from, the [larger group] we have unique resources we can tap into."


Leo Burnett's client base in healthcare has grown steadily over the past four years, and Sachs said the growth is related in part to a relaxation of the Food and Drug Administrations rules governing DTC advertising two years ago. He said LeoHealth would be focusing on two types of business for the foreseeable future: integrated healthcare offerings and projects where healthcare clients are looking for a traditional consumer branding agency with the background and ability to offer one stop shopping.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Are You Really Ready for Customer Experience?

Are You Really Ready for Customer Experience?

Marketers can talk a good game about customer centricity, but actions speak louder than words.

Essentials in Content Marketing: Think like a best-selling author

Essentials in Content Marketing: Think like a best-selling ...

Imagine if all the electronic content thrown your way daily was actually printed on paper. To stand out from those piles of worthless pixels, you must offer your audiences intriguing ...

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.