JPA Health Communications has debuted a first-of-its-kind proprietary tool that can help companies better navigate today’s complex health audiences.
A decade in development, the Washington, D.C.-based healthcare specialist’s new service, Gretel, is an insights engine that utilizes what the agency says is the largest collection of health influencer data ever amassed in a bid to better analyze influence across the health sector and offer a new approach to identifying and engaging target audiences.
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The tool brings together media, third-party groups and influencers to show how today’s health conversations are taking place and how to engage those audiences. Relying on millions of data points, Gretel utilizes human and artificial intelligence to identify an outlet, individual or organization’s influence based on how frequently it’s named or shared by audience segments within a specific health issue or topic, allowing clients better reach and engagement opportunities.
The resource, which can be leveraged for any health topic, utilizes information culled from three separate intelligence engines: one that monitors the current universe of health influencers; another that identifies and tracks advocacy relationships; and one that reveals the outlets that will carry messages to the most meaningful audiences.
Audience identification is made possible through a partnership with social media marketing and analytics firm Graphika.
JPA last year took in nearly $9.2 million in healthcare-related fees, according to O’Dwyer’s rankings of PR firms.
Jim Weiss, founder & chairman of Real Chemistry, has joined the board of ICR Inc. as it steps up its healthcare capital markets offering.
Ruder Finn has hired Kelly Yoder, who spent a dozen years at Weber Shandwick rising to North America health lead, as managing director, global head of health & life sciences.
ICR has named John Capodanno head of US healthcare corporate communications and Matthew Willey managing director in its medical technology and diagnostics practice. 
April is National Minority Health Month, spotlighting the urgency to improve health outcomes in communities of color.
In a recent conversation about the evolving media landscape, Doug Simon, CEO of D S Simon Media, spoke with Campbell O’Connor, Group Director, Media & Engagement at Real Chemistry, about how AI is influencing media relations and healthcare communications.
