From clinical trial recruitment to corporate reputation building, from product publicity to public policy issues, the principals at Cooney/Waters Group have experience in every facet of healthcare public relations. Refugees from the mega-agency world (they spun out of Ogilvy & Mather eight years ago), Lenore Cooney and Beth Waters have created a firm that provides healthcare clients with research, analysis, and recommendations that cover all facets of the business environment and are designed to help companies achieve not only their communications objectives but also their business goals.
Typical of the firm’s approach is its recent work for the National Depressive and Manic Depressive Association, which focused on the toll the illness and its treatments can take on relationships. The agency produced an award winning book, Restoring Intimacy: The Patient’s Guide to Maintaining Relationships During Depression, which earned praise from Mike and Mary Wallace, former First Lady Rosalyn Carter and Kay Redfield Jamison. The firm’s work for the American College Health Association, meanwhile, has been instrumental in promoting awareness among college students and their parents of a new government recommendation for college students to be immunized against meningitis.
With a staff of 20—supplemented this year with the addition of executive vice president: Sherri Michelstein and senior vice presidents Lisa Weiss, Renata Schiavo, and Jim Fox—Cooney/Waters has not grown as rapidly as some its competitors, but can match much larger firms when it comes to insight and client service. The firm’s largest accounts are Aventis Pasteur and Glaxo Wellcome, while new business in the last 12 months has come from a variety of existing and returning clients, including the American Foundation for AIDS Research, Endo Pharmaceuticals, and the National Partnership for Immunization.