The Name Game

Fischer & Partners, a healthcare communications firm, renames itself FischerHealth. Roger Fischer, president and CEO, spoke with PR NEWS recently about the changing face of
the industry and the challenges of conducting increasingly popular direct-to-consumer healthcare campaigns ethically: "We need to be very cautious about that - in a number of
instances, there's no reason to go to the consumer," Fischer says. "We have seen way too many companies and PR firms attempt to take a consumer approach where it's not at all
appropriate. We don't do d-to-c when we aren't also [targeting] the physician or clinician."