Brand Care will offer services including global branding, corporate strategy, and naming and logo development for new pharmaceutical products. It will also help companies develop plans for products that have stalled.
The consultancy will offer what Grey describes as a political marketing model, the idea of which is to help pharmaceutical companies unseat established products.
Lynn O'Connor Vos, chief executive of Grey Healthcare Group, said: "It takes a great campaign to win in the pharma industry, as much as it does in a political race."
She added: "Brand Care applies winning political tools to the pharmaceutical model by taking advantage of all windows of opportunity, making appropriate course corrections as the campaign unfolds, and by actively engineering product success step by step."
Grey Healthcare Group is based in New York and is the world's fifth largest healthcare communications company. It is part of the Grey Global Group, which also owns the Grey Worldwide advertising network.
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