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Merkle launches healthcare practice

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Database marketing agency Merkle has launched a healthcare practice, led by former GlaxoSmithKline director of integrated marketing Jeff Wiltrout. The decision to formalize its healthcare practice, after several years of servicing various clients in the space, results from an increased focus on relationship marketing, according to Wiltrout. Capabilities include media mix optimization, ROI measurement, direct marketing, interactive and others, spanning professional and consumer marketing. According to a company spokesperson, Merkle's business is roughly 60% strategy, analytics and technology, with 40% of its resources devoted to more traditional agency services.

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