H&K eyes the future as it redirects healthcare

ethical practice.

The move has been prompted by the development of DTC (direct to

consumer) advertising in the US. While it is currently illegal to

advertise pharmaceutical products directly to consumers in Europe, it is

expected this will change - possibly within the next two years.

H&K claims the new structure gives the company a unique offering on the

UK healthcare PR market, combining consumer brand experience with hard

ethical healthcare knowledge. This will allow pharmaceutical companies

access to mainstream brand positioning techniques, and consumer brands

to target healthcare professionals.

H&K’s parent company WPP owns the US group Quantum, an expert in DTC

advertising, and is said to be looking to set up the same service in the

UK and Europe.

Wendy Mair, who has worked at H&K for ten years and returned from

maternity leave in August, will head the new group. European healthcare

head Dr Martin Godfrey becomes UK chairman, still with responsibility

for the European practice.