Omnicom Group Inc.'s Star Marketing agency has launched a new healthcare shop to offer integrated programs across specialist relationship marketing disciples with mobile as a key component.

Called Star Healthcare, the New York agency specializes in communications geared to handle the patient transition from symptom recognition to diagnosis and self-management of condition. Roche Diagnostics and Spear Pharmaceuticals are charter clients.

"Mobile marketing plays a very important role as patients travel that journey to better health," said MaryAnn Kuzel, newly named president of Star Healthcare. "Patients need information at their fingertips. They need information wherever and whenever they want."

In addition to mobile, Star Healthcare will also offer marketing expertise in interactive, direct mail, email, digital media planning, teleservices and strategic consulting.

While other channels are important, mobile plays a unique role in Star Healthcare's work for its clients.
Among the many uses for mobile in healthcare are reminders for doctor's appointments and reaching them when they leave the clinic.

The agency can also design posters in the doctor's clinic with text call to action for coupons or rebates on medication. Patients can take the codes on phones to a participating pharmacy for coupon redemption.

"With that little incentive, we know that patients are more likely to fill the prescription," Ms. Kuzel said.

Ms. Kuzel cited research showing that, on average, only 50 percent of patients remain compliant with their prescription. In some cases, it's 20 percent, particularly with those suffering cholesterol issues. Perhaps the patients don't want to feel sick or don't want to be reminded that they are sick.

Star Healthcare has also developed a mobile application that works like a calorie counter. Patients can compare the benefits of each meal considered.

The agency will use its Patient Advocate service to serve as a single voice for the patient across all channels and tactics.

This document lays out each stage of the patient experience and how that affects the patient journey, as well as the contribution of each media channel through the patient's progression.

Star Healthcare will also rely on its Client Champion product to offer clients a single point of accountability among the many relationship marketing agencies working on the account.

The agency is part of Star network which includes shops such as Innovyx, Javelin Direct, SigmaWorks Group, ECI, OMD Digital, OMG Direct and Critical Mass. Parent Omnicom is the world's leading marketing services conglomerate, comprising ad agencies, direct marketing shops, interactive specialists, public relations firms and media buying and planning entities.

Patient disregard for compliance with their prescription medication along with the pharmaceutical industry's need for consistent and unified messaging gave birth to Star Healthcare.

"I think it's the opportunity to significantly improve patient health outcome," Ms. Kuzel said. "Let patients live healthier lives. It's all about building relationships between the brand, the patient and their circle of care -- the physician, the nurse, family and friends."