LONDON — Anthem PR, formed when healthcare group Resonant bought the PR business of Open Health last year, has hired Rebecca Fergusson as its first managing director.

Fergusson joins from Mind+Matter, part of Ashfield Health, where she had been part of the senior leadership team, covering maternity leave, for the past year. She was previously managing director of The Red Consultancy’s specialist healthcare division, Red Health, for nearly 13 years.

In her new role, Fergusson will be responsible for the day-to-day management and growth of Anthem, which works with a number of leading pharmaceutical clients across various treatment areas. She will work closely with director Barney Mayles, who previously led the Open Health PR team, to shape the business.

Fergusson told PRovoke Media: “I wanted my next role to be something different, and the chance to lead an agency like Anthem doesn’t come along very often. The group really values free thinking and challenging the way things have been done, and that was a powerful opportunity for me.”

She added: “We have an opportunity to reshape healthcare communications by bringing the power of an editorial approach to storytelling to multi-channel campaigns to make earned and paid campaigns more effective.”

Resonant Group founder and CEO David Youds said: “Rebecca joins Anthem at a pivotal time for the business,” said. “Her experience and industry connections are second to none, but what stands her apart is her drive and passion to bring a fresh approach to healthcare PR. That’s what makes her the perfect match for Anthem and the right person to lead the team into an exciting and successful new era.”

As well as Anthem, privately-owned Resonant’s agencies include health intelligence agency Origins Insights and medical comms firm Bedrock Healthcare Communications.