New drug marketing agency Vertiyo Health founded

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US branding agency Vertiyo has set up a new health care marketing unit that, it says, gives drugmakers a cost effective product promotion alternative.

The unit, which will work across both print and online media, will be headed by veteran salesman John DeFranco who previously worked for Beecham Labs and oversaw the launch of its Tientin injectable beat-lactamase inhibitor.

DeFranco suggested that: “[Vertiho Health’s] size makes us nimble enough to react to our clients in a way that larger agencies often can’t, ​“adding that “we’re also able to put new ideas and innovative social strategies in front of our clients much more quickly and efficiently​.”

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