LONDON, August 5, 2021 – BCW, the global communications agency built to move people, has today announced the launch of BCW WHY, a new business unit that focuses on improving healthcare marketing & communications using behavioural science and data analytics to decode and influence human behaviour.
WHY is a team of behavioural science experts that works with marketing and communications leaders to better understand and communicate with customers and stakeholders. The new offering, operating out of BCW’s London market, will be led by Lee Gazey, who joins BCW as Managing Director and UK board member, reporting to Catherine Keddie, Group Managing Director of Healthcare UK.
Gazey joins from Hall & Partners, a global research and strategy agency where he most recently served at Global CEO for Health. With two decades’ experience in marketing and communications, Gazey brings a proven track record of helping global pharmaceutical manufacturers be more effective at understanding and influencing customer and patient behaviour through the effective use of behavioural science and data analytics.
"In an increasingly competitive market, healthcare businesses are looking for more tailored marketing solutions – precision targeting, outstanding experiences and razor-sharp communication are all critical,” said Keddie. “BCW WHY allows us to offer these solutions to our outstanding roster of healthcare clients.
“We’re delighted to have Lee on board,” Keddie continued. “His experience and expertise both complements and further enhances our broader capability as an agency that understands how to truly move people to meet the growing needs of our clients.”
Rebecca Grant, UK CEO said, “We’ve seen some of our most phenomenal growth over the last 12 months within our UK healthcare business. In part that’s down to our core strength in being able to help clients set their strategic direction in a fast-changing world, develop a compelling narrative for that story and communicate it across all channels to all stakeholders.
“The launch of WHY is an exciting step forward in this respect, further strengthening our ability to help clients understand what’s motivating key stakeholders by using behavioural science and tailoring strategies accordingly” WHY follows the introduction of BCW NeuroLab a year ago, for which neuroscience will be among a collection of behavior change tools in Gazey’s arsenal.
Gazey added, “Many brands fail to reach their full potential because they don’t truly understand their customers’ needs or because they are unable to communicate the brands’ message effectively. The application of behavioural and social sciences to marketing and communications allows us to solve these problems by more effectively understanding how people process information and how they are influenced by human and digital communications.”