SACRAMENTO--Care Innovations, the joint venture between GE Healthcare and Intel Health that focuses on the changing health issues faced by elderly Americans, has shifted AOR duties to Revive following a competitive review.

Fees for the business, which launched at the start of this year, are understood to be worth six-figures. The account was previously handled by Burson-Marsteller.

Revive will oversee corporate communications and product PR for the JV’s three divisions: disease management; independent living; and, assistive technologies.

Care Innovations focuses on technological solutions that aim to help the elderly remain in their homes as well as independently in care home facilities, by monitoring their health remotely. Data Monitor estimates the telehealth market will grow from £3bn in 2009 to $7.7bn in 2012.

The JV combines units from Intel's Digital Health Group and GE Healthcare's Home Health division. Products, which have already been featured in Contagious and Fast Company, include systems that handle electronic and remote health monitoring, assist with independent living, and help connect seniors.

While the issues that Care Innovations seek to solve are clear, determining who pays is less so. Accordingly, one of Revive’s objectives is expected to include a focus on insurance firms and physician groups.

Care Innovations marketing and communications manager Shannon McIntyre confirmed the appointment.

“Revive's selection by an amazing company like Care Innovations – the kind of company that inspires Harvard case studies and leads industry change – is a great validation of our strategy and focus on deep expertise and value creation,” added Revive president and founder Brandon Edwards. “We're proud to represent these intelligent, principled, and innovative people.”