37 - HEALTHCARE COMMS

Evoke, an Inizio company, has unveiled a simplified brand and enhanced offering to “ensure [its] clients receive the most effective solutions tailored to the dynamic healthcare landscape”.

With the simplified brand ecosystem, the platform unites its specialty agencies and capabilities under a singular Inizio Evoke brand and core service areas in marketing, communications, transformation, media and access.

“As one integrated platform, Inizio Evoke now delivers a more advanced offering and more intuitive experience for its clients and people,” the company said.

Inizio Evoke brings together Evoke North America, Evoke Europe and Evoke Mind+Matter UK to “deliver full-service brand marketing, advertising and creative capabilities”.

Specialty agencies under Inizio Evoke include Inizio Evoke Drive, which combines the services of Evoke MicroMass with Evoke Mind+Matter US to accelerate brands, businesses and patient experiences; Inizio Evoke Comms, which integrates the specialised experience from Evoke Canale, Evoke Galliard and Evoke Kyne to deliver global health comm; and Inizio Evoke Media, which offers full-service global health media capabilities to develop “innovative, inclusive and sustainable paid media strategies”.

Specialist agencies also include Inizio Evoke Access, which brings together the market access, patient access and patient support expertise from Evoke Navience; and Inizio Evoke Transformation, which combines the capabilities of Evoke Create with Evoke Melt.

Healthcare policy and comms consultancy Incisive Health retains its name amid the rebrand and continues to operate as part of Inizio Evoke’s Comms offering, while Evolution Road, which provides counsel on practical marketing and solutions that deliver investment impact, also holds onto its name and operates as part of Inizio Evoke Transformation.

Reid Connolly, chief executive officer of Inizio Evoke, described the unified brand as a “natural evolution that removes barriers to collaboration and allows [the organisation] to continue to deliver against the needs of [its] clients while leading change in the dynamic healthcare market.

“In better aligning our organisation with clients’ needs and challenges, we are not just changing our name; we are evolving to become a more effective partner and go beyond what most think is possible from one agency partner, putting us and our clients at a unique competitive advantage,” he added.

Stirred has announced the launch of a new wellness offering, Stirred Well, to extend its reach into the preventative, everyday health space.

The continued rise in selfcare and the role of technology, including femtech, has resulted in a “significant growth period for the wellness sector” in recent years, Stirred said, adding that the outlook “remains optimistic” despite recent inflation and distribution challenges affecting some parts of the market.

“Increased retailer focus on wellness, a continued need to relieve the pressure on health systems, and a deepening of the consumer wellness mindset will all play a key role in helping to shape 2024 as a pivotal year in health,” the agency said.

The new offering will be led by former Evoke consumer health director, Amy Greenwood, who said: “Stirred Well is launching at a time when staying well really matters and aims to help clients make a stir in an increasingly crowded marketplace.

“Our experience, alongside recent market events which have seen a number of consumer health brands breaking away from their pharmaceutical ‘parent’ organisations, confirms that consumer health and wellness brands need their own distinct approach: creative that rivals any fast-moving consumer goods (FMCG) brand but developed with access to deep regulatory understanding when it’s required.”

Greenwood added that the agency has a “deep understanding” of wider health systems and how they impact the wellness market, which puts it in a “great position to build compelling and impactful campaigns, as well as advise on trends and opportunities coming down the line”.

Also commenting on the announcement, Stuart Hehir, Stirred co-founder, said: “We launched in 2021 with a mission to match the innovation of the health sector with the communications innovation it deserved and until now have largely focused on the pharmaceutical sector.

“But both personally and within the team, we’ve got a wealth of experience that spans FMCG, public health and over-the-counter brands and products, so this move ensures we are delivering on our mission across the full health spectrum, from prevention to cure, and improving people’s everyday health and wellness.”

Evoke unveils simplified brand and structure: Inizio Evoke

Stirred announces Stirred Well, a new wellness offering