Roche Diagnostics has selected HY Connect as a marketing and communications partner. Headquartered in Indianapolis, Indiana, Roche Diagnostics is the world leader in in-vitro diagnostics, tissue-based cancer diagnostics and a pioneer in diabetes management. Roche Diagnostics is also part of one of the world’s leading research-oriented healthcare organizations – the Roche Group.
HY Connect gained the business at the end of 2013 after an extensive agency search and review. HY Connect is providing a wide scope of services including strategic planning, advertising and digital communications for Roche Diagnostics.
“The way patients are diagnosed and treated is changing dramatically and diagnostics impact every part of the healthcare continuum,” said Roche Diagnostics Vice President of Strategic Affairs Jennifer Zinn. “We made the decision to select an agency partner with the skill set to reach all of those audiences. HY Connect demonstrated fresh thinking and has a wide range of capabilities to execute.”
“Winning the Roche Diagnostics business demonstrates the new criteria against which agencies are being evaluated,” said HY Connect President Dave Sheehan. “Our extensive healthcare knowledge and outstanding multichannel media and B-to-B experience were key differentiating factors.”
Roche Diagnostics adds to HY Connect’s extensive healthcare and business-to-business experience. HY Connect is the agency of record for the largest hospital systems in Illinois and Indiana – Advocate Health and Indiana University Health, respectively. HY Connect is also the agency of record for Health Care Service Corporation, the parent company for Blue Cross Blue Shield in Illinois, Montana, New Mexico, Oklahoma and Texas.
HY Connect Senior Vice President Susan Flinn Cobian leads the Roche Diagnostics business. Cobian is an industry veteran with more than 25 years of healthcare marketing experience.