GSW launches women’s health shop Pink Tank

InVentiv’s GSW Worldwide is launching Pink Tank, a specialty group focused on healthcare marketing to women. Pink Tank will offer clients “brand counselors” with expertise in psychology, patient advocacy, gender and cultural studies, along with experience in healthcare and consumer marketing. The team, led by GSW executive creative director Marcee Nelson, includes planners, who will provide behavioral and psychological insights into women consumers, along with client services and creative staff. Initially, it will be comprised of 3-5 staff, but the company will add more as the business grows. GSW women’s health brands include Lilly’s Evista and Forteo osteoporosis drugs. The firm is currently launching a first-ever consumer campaign for MGI Pharma’s Aloxi anti-emetic targeting female cancer patients, particularly those undergoing treatment for breast cancer. The effort features print ads running in magazines like Redbook, Good Housekeeping and Better Homes and Gardens. Agencies such as WPP’s Grey Healthcare Group and Interpublic’s Pace have established competencies in women’s health, but GSW’s may be the first branded agency group specializing in marketing health products to women. “Even when women are not the end users of the product, they still have a role in shaping decisions to buy or prescribe,” said Nelson in a statement. “Yet remarkably, many marketers don’t realize that women connect with brands differently than men do and therefore need to be approached in a different way. We established Pink Tank to help companies understand those differences and to counsel them on how they can find the ‘female voice’ in their marketing efforts.”