SAN FRANCISCO — W2O has added three digital leaders to its senior team, the firm’s latest investment in building out its health technology capabilities.

Jo Ann Saitta has joined the healthcare firm as global chief digital officer, a role she assumed after spending five years in the same role at Omnicom Health Group. Saitta will lead the development of W2O's omnichannel performance marketing capabilities, with a particular focus on activating audience insights.

Marcos Mendell has been hired as executive VP, health platform innovation, as which he will be responsible for creating custom platforms that provide clients digital capabilities and solutions. Most recently, Mendell was Syneos Health’s global lead of commercial & omnichannel solutions, and spent more than a decade at Pfizer before that.

Larry Mickelberg is W2O’s new group president of technology and engagement, as which he is responsible for driving digital vision and strategy for W2O and the ad agency it acquired in January, 21 Grams. Mickelberg most recently was a managing director at Deloitte, specializing in driving healthcare clients’ digital transformation.

The hires are part of W2O’s larger investment in growing its strengths in using technology, particularly data and analytics, in its work.

Building the digital team comes on the heels of W2O’s acquisition earlier this month of sister companies Swoop and IPM.ai, which use AI and data to help marketers identify, target and engage patient groups.

Swoop and IPM.ai are housed under W2O’s new health technology business, along with Symplur, the social media analytics company W2O acquired in April.

The Swoop/IPM.ai purchase brought to nine the number of acquisitions W2O has made since it sold a piece of the company to New York investment firm New Mountain Capital in 2019.

The most recent moves include the October purchase of influencer and entertainment marketing agency Starpower as a means of accessing high-profile talent to help drive public health messages. W2O acquired Elysia Group, a health economic and outcomes research consulting firm, in September and Baltimore consultancy Discern Health two months before that. In January, the independent agency group added an advertising agency to its portfolio with its acquisition of 21Grams.