• by Steve McClellan  @mp_mcclellan, March 21, 2022

New York-based Burns Group is expanding its health and wellness practice and has hired Vaishali Mokashi to lead the effort. 

The expansion comes following the “rapid transformation” of healthcare verticals during the pandemic, the agency said. 

Mokashi joins from Publicis Health where she was senior vice president/strategy. 

Burns Group has worked with healthcare brands like Centrum, ChapStick, Ricola, Advil, Dimetapp, Trubiotics and new brands like Viveve, TMRW, and Up4. 

Through a long-standing partnership with The Harvard School of Public Health, BG’s behavior change think tank, BG Hatch, has helped crack tough behavior change challenges, including vaccination acceptance, the agency said. 

Mokashi will partner on the expansion effort with Burns Group veteran, Alison Earl.