Gillespie Boosts Healthcare DM

Share this article:
The healthcare group created by advertising agency Gillespie's acquisition of healthcare marketing firm RAR & Associates plans to search for new ways to deliver targeted healthcare messages.


"With changes in regulations, particularly those governing pharmaceutical advertising on television, a lot of agencies are taking a mass-marketing approach," said Richard Romagnola, who will lead the new group, called Gillespie/RAR Healthcare, as managing partner. "We really want to go direct to new markets."


Romagnola was founder and president of RAR & Associates, which was acquired at the end of February for an undisclosed sum. Before its acquisition, RAR, Short Hills, NJ, reported annual billings of $15 million and had worked with clients such as Janssen, Merck, Novartis and Schering-Plough.


RAR had targeted at-risk groups -- such as African-Americans, who have higher incidences of diabetes -- with healthcare marketing, Romagnola said. Together with the added direct and database marketing capabilities of Gillespie, Princeton, NJ, the new division will look at new ways to target patients.


"Strategically, we wanted to go direct to patients and professionals, and Gillespie has a great deal of experience in direct marketing," Romagnola said. "We've done some direct and targeted marketing but we've been limited."
Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.