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Razorfish unveils healthcare practice

Interactive agency Razorfish introduced a dedicated healthcare division on March 1. Known as Razorfish Health, the practice is based in Philadelphia and led by GM Katy Thorbahn.

It is the second interactive health practice owned by Publicis Groupe, joining Digitas Health. Publicis bought Razorfish last year.

The agency’s initial clients include Aetna, Genentech, the Children’s Hospital of Philadelphia and the Alzheimer’s Association.

The holding company’s goal in opening Razorfish Health is not to duplicate what Digitas already does, but to find new areas within the healthcare vertical to add clients, Thorbahn said.

“We want to play a bit more broadly in healthcare,” she said. “While we want to play a lot in pharma and we have a lot of experience there, we also think there’s a lot of opportunity in things like the over-the-counter, payer [insurance], medical device and wellness categories.”

Thorbahn reports to David Kramer, CEO of both Razorfish Health and Digitas Health. He was previously CEO of Digitas Health.

“The only other change from a headcount perspective is that we’re expecting that we’ll be able to grow faster and build outside Philadelphia,” Thorbahn added.

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