New Agency Division Targets Women, Revamps Communications Strategy

Recognizing that women account for 80% of all healthcare decisions, Robert A. Becker launched its "Female Focus" division earlier this month that will specialize in crafting strategic, research-based communications to capture this market of healthcare gatekeepers and decision-makers. The New York-based healthcare agency is a full-service healthcare marketing and strategic communications company. As part of Becker's Consumer Health Division, which has nine pharmaceutical companies, Female Focus is expected to provide clients with a unique and comprehensive understanding of women as an increasingly important consumer purchasing group.