Grayling and Huntsworth Health, major divisions of leading global communications consultancy Huntsworth, have created Grayling Health, an integrated health and wellness communications offering tailored for the Middle East and Turkey.

This new integrated service offering will be digitally-driven with science and medicine at the core, said a statement.

It will support strategic marketing and communications initiatives implemented by government health authorities, hospitals and medical centres, pharmaceutical, biotech, diagnostic and device manufacturers and other wellness and well-being stakeholders.

Grayling Health is the next generation healthcare communications consultancy that utilises actionable insights and market data to deliver engaging content to individuals via the right media (both online and offline) resulting in behavioural change that will improve their health and well-being, it said.  

With hubs in Dubai, Abu Dhabi, Doha, and Istanbul, Grayling Health will be led by a seasoned healthcare communications professional, Petra Gelb, who is currently directing strategic campaigns for major hospital systems, healthcare conferences and one of the biggest national health insurance schemes in the GCC.

“Our experience in the region has highlighted some very specific needs for insights-driven communication campaigns that engage healthcare professionals, patients, and consumers and motivate them to change their behaviour in a positive and meaningful way,” said Gelb.

“Grayling Health has the unique ability to combine the scientific and medical expertise of more than 120 highly qualified team members with the creativity and channel experience required to deliver engaging content through the appropriate channels” she said.  

Neil Matheson, global chief executive of Huntsworth Health, said: “The health and wellness of people in the region are major priorities for both government and the public sector requiring the ability to integrate communications across all major stakeholders — healthcare systems, providers, payers, patients, and consumers.  

“Grayling Health combines Huntsworth Health’s knowledge of disease prevention, diagnosis, and management with the local cultural, language and regulatory experience and expertise of Grayling. This very unique offering is led by strategy built on actionable insights, content developed with scientific and medical rigor, off-the-wall creativity, and an understanding of how to create an emotional engagement with all audiences.” - TradeArabia News Service