Razorfish has launched a new division catering to health-related brands and companies. Headquartered in the agency's Philadelphia branch and led by Katy Thorbahn, Razorfish Health will develop
campaigns and other "brand experiences" on behalf of pharmaceutical, healthcare and wellness industry clients, which currently number about 50.
Because of heightened regulation surrounding
health-related advertising, pharmaceutical companies in particular have long been more hesitant than others to expand into digital marketing. But that's starting to change as drug makers are looking
to market more efficiently begin to spend more online, according to health sites like WebMD. Razorfish aims to capitalize on the digital shift.
"Both the healthcare industry and technology in
general are experiencing landmark change, and with that, enormous opportunities to create direct connections with patients, caregivers and healthcare professionals," said Thorbahn in a statement.
"With this launch we are sending a message to our longtime and future clients that we are dedicated to healthcare and all of its intricacies."
In her new role, Thorbahn will report to David
Kramer, CEO of sister Publicis agency Digitas Health. --Mark Walsh