Star Healthcare launches

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By Ellen Keohane

The Omnicom Group's Star Marketing network announced the creation of a new healthcare relationship marketing service called Star Healthcare.

The new network is designed to support patients all the way from symptom recognition to diagnosis to self-management of their condition, said Maryann Kuzel, president of Star Healthcare. “We're able to bring together traditional and new media and marry that deep channel specific expertise with a very holistic and humanistic view of that entire patient's journey to good health,” she added.

Although Star Healthcare first formed about a year ago, the network did not officially launch until this week, Kuzel said. “It really came about as a collaboration of the Star agencies.”

The STAR marketing network will draw resources from the following Omnicom agencies: Critical Mass, Innovyx, Javelin Direct, Optima Direct, SigmaWorks Group, ECI, OMD Digital and OMG Direct.

So far, Star Healthcare has worked with clients Roche Diagnostics on its ACCU-CHEK blood glucose meter and Spear Pharmaceuticals on its prescription dermatology products, according to Kuzel. Other Star Healthcare clients have requested that their names not be released, she said.

Star Healthcare helps its brands educate patients and get them activated in their healthcare through a combination of programs that range from DRTV to online programs, mobile marketing and social media, Kuzel said.

“Wherever patients are going to get their information, we want to make sure it's available when and when they need it and in the right media format,” Kuzel said. “For example, when a patient is on medication, our adherence program might consist of individualized one-to-one communications that are delivered through e-mail, direct mail or mobile marketing.”

“We really are filling a need in the marketplace. Relationship marketing right now is critical for brands to grow,” she added.

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