Red Door launches local marketing agency Grapevine

Published: 22 Nov 2011

Red Door Communications has launched Grapevine, a local marketing agency headed by Alasdair Williams.

Grapevine offers pharmaceutical and consumer health companies, healthcare charities and the NHS a solution for making national strategy work at a local level.

Grapevine identifies local issues using 20 years of granular, local data from sister local marketing company EMO. It suggests ways of tackling these issues using local communications platforms and programmes that pinpoint the exact health-related problem that needs to be addressed within the correct audience.

This approach can lead to greater levels of behaviour change and improved health but potentially at less cost per person as messages are delivered face to face.

Catherine Warne, CEO of the Red Door Communications Group said: “Grapevine isn't the first to big up the term ‘local’ when it comes to marketing. But we're the only offering in healthcare dedicated to using ‘localisation’ as the central strategy for everything we do. We have adapted unique data from the FMCG industry to match the needs of the new NHS.”

“We have known Alasdair for many years as a client and cannot think of anyone better to lead this initiative.”

Williams joins Grapevine from Sanofi Pasteur MSD where he worked for 13 years in a variety of sales, marketing and commercial roles. Most recently as associate director he managed the UK vaccine tender business, supply chain and strategic planning for the company. Before that he was marketing manager for the pre-launch and launch of cervical cancer vaccine Gardasil.

Williams says: “Grapevine provides clients with a detailed understanding of a local population and the ability to drive behaviour change towards better health outcomes. Crucially, we evaluate local need and design solutions which are demonstrably aligned with QIPP and reflect best practice in NHS/industry partnerships.”

Published: 22 Nov 2011

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