August 3, 2009

New microsite, diagnostic tools and integrated team help bring innovation to communications

NEW YORK - July 31, 2009 - In response to the unprecedented political and regulatory changes in the healthcare industry, MS&L, one of the world's leading communications firms, today announced a new approach for its clients: Breaking the Code. This approach allows MS&L to bring innovation to communications by leveraging proprietary healthcare consulting tools and a new stable of senior advisors in healthcare and other key areas including advocacy, government affairs, corporate health, cause marketing, social media, mobile communications and marketing and research/insights. Together, this approach, tools and team help unlock the answers to today's toughest healthcare challenges, ultimately delivering transformational ideas and business solutions to clients.

"Healthcare and pharmaceutical companies are experiencing enormous challenges as a result of the transformation of the healthcare and communications industries - and of course the policy changes with the new administration in Washington," said MaryEllen O'Donohue, North America healthcare practice director at MS&L. "Most want to change the tried and true but they lack the answers they need on how to push 'innovation with regulation' for success. The time is now to transform our business to meet these difficult challenges, and our Breaking the Code approach helps uncover answers and solve our clients' biggest issues."

New Proprietary Tools
Key to the new approach is the "Breaking the Code" diagnostic tool, a proprietary tool that has already been used successfully with several top pharmaceutical brands. This tool helps uncover the five growth drivers for "mission critical" communications for clients, and allows clients and MS&L to audit and isolate potential business problems and uncover powerful solutions.

Clients and industry professionals can also visit the MS&L Breaking the Code microsite,, which explores today's most challenging issues in the areas of advocacy, biotech, consumer health & wellness, digital health, health policy & regulatory issues, hospitals & providers and medical technology. MS&L offers insight into how companies can achieve business success in each of these areas.

The Code Breakers: MS&L's New Integrated Team
MS&L's new team of code breakers includes experts not only in the traditional areas of healthcare, but also in advocacy, government affairs, corporate health, cause marketing, social media, mobile communications and marketing and research/insights. The team includes:
  • Advocacy and government affairs: Nancy Glick, who just joined MS&L as SVP and head of MS&L's Washington, D.C. health and nutrition affairs practice, plays a major role on advocacy, health policy and FDA efforts. Holly Feraci recently joined MS&L as VP, government affairs, and helps clients steer through complex legislative and regulatory processes.
  • Corporate health: Peter Harris, MS&L's corporate practice director in North America, works on several corporate health programs for MS&L's top healthcare clients and acts as the team's corporate counselor.
  • Cause marketing: Scott Beaudoin, director of cause marketing for MS&L, leverages MS&L's social activism marketing (SAM) specialty with key pharmaceutical brands and helps clients uncover business opportunities that break the code in this area.
  • Mobile communications and marketing: Webster Lewin, MS&L's director of digital innovation and strategy, is an expert in mobile communications and helps healthcare clients unlock new opportunities by leveraging new technologies, including social media and mobile communications and marketing.
  • Research and insights: The head of MS&L's research and insight creation team, Allyson Clarke uses proprietary research and tools to help clients unlock key insights into their businesses. One example is IM MS&L's influencer mapping process which allows MS&L to identify the top influencers for both consumers and physicians.
Mobile Health
MS&L is also helping clients discover new opportunities by leveraging new technologies, such as social media and mobile communications and marketing, as well as creating unique business models and platforms in these areas. Mobile marketing and communications is a fast-growing - and often under-utilized - aspect of the social media landscape for healthcare, and it enables brands to have personalized, one-on-one relationships with its customers. Earlier this week, MS&L presented insights on the potential for mobile marketing in healthcare at the ExL Pharma conference.

To access the Breaking the Code microsite, visit; for the mobile version of the site, text MSLBTC to 36668. For additional information about MS&L's new approach and proprietary tools, email

About MS&L
MS&L is a leading global communications firm and part of MS&L Worldwide, a network of communications brands and consultancies with 54 offices in North America, Latin America, EMEA and Asia, as well as an extensive affiliate network. The agency specializes in using research, insights and technology to create and execute powerful communications strategies that are critical to client success. With a unique combination of advice, advocacy and action, MS&L delivers measurable business results for many of the world's largest companies and most successful brands.

MS&L Worldwide ( ) is a member of the Publicis Groupe (Euronext Paris: FR0000130577), the world's fourth largest communications group, and a global leader in digital and online advertising, media consulting, and healthcare communications. With some 45,000 professionals in 104 countries, the Groupe's activities cover advertising through three global advertising networks: Leo Burnett, Publicis, Saatchi & Saatchi, as well as through its two multi-hub networks Fallon Worldwide and 49%-owned Bartle BogleHegarty; media agencies with two worldwide networks ZenithOptimedia and StarcomMediaVest Group; and marketing services, including digital and interactive communications through Digitas, relationship and direct marketing, public and media relations, corporate and financial communications, multicultural communications, and event communications. The Groupe is also the world leader in healthcare communications. Web site:


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