Resolute to open New York office
pharmafile | April 12, 2007 | News story | Medical Communications | Resolute
London-based healthcare consultancy Resolute is to break into the all-important US market by opening an office in New York.
Resolute was established just five years ago, but has grown quickly within the UK and European markets, and is now looking to establish itself in the lucrative but highly competitive US market.
The company has poached its new US head of operations from the large American agency Fleishman-Hillard.
Laurie Hurley, was senior vice-president and partner in Fleishman-Hillard's New York healthcare practice, but will now spearhead independent agency Resolute's entry into the market.
Resolute will have to differentiate themselves from existing agencies in order to gain a foothold in the US, and joint chief executive Anna Korving says the agency can bring something unique to its New York practice.
Competing with far larger communications agencies, Resolute's strategy is to bring together a handful of experienced personnel within what it calls an 'entrepreneurial culture'.
"Healthcare communications, especially in the US, is a competitive and expanding opportunity. The time is right to provide a combination of healthcare communications experts, entrepreneurial culture and proven network reach to meet the needs of US healthcare companies," said Korving.
Praising Hurley's track record and reputation within the field, Korving predicted the company could very quickly make in-roads into the US market.
"We are confident that under her leadership, Resolute will make an immediate impact with US healthcare clients, delivering the same business focused, high quality service and influential senior counsel on which international healthcare businesses have come to rely in Europe," Korving concluded.
Hurley has worked in healthcare communications for 18 years, including several years as internal and product communications manager at Gilead Sciences in California.
Underlining Resolute's strategy of building a network of "seasoned consultants within an entrepreneurial culture," Hurley said: "Resolute is poised to provide an influential point of difference in the US healthcare communications market.
Paul Blackburn, joint chief executive at the agency, said: "Resolute grew from the belief that if we can attract, lead and reward the best and the brightest people in the industry, they will design and implement award-winning programmes for clients that truly deliver against their business objectives."
Resolute follows another independent European agency in its expansion into the US. Huntsworth Health recently acquired Dorland, an established US agency with offices in three US cities. The new independent communications groups need to establish operations in the number one market to maintain their rapid expansion, and to service the needs of global marketing decision-makers in pharma companies, many of whom are located in the US.
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