3 Shops Score in Medical Arena

BOSTON The region’s medical marketing sector appears to be heating up, with three independent shops adding new business in recent weeks.

Cronin & Co. in Glastonbury, Conn., has been hired for a TV, radio, print and outdoor ad campaign by Middlesex Hospital in Essex, Conn. The agency’s “ability to connect with audiences on an emotional and personal level” and its category experience were key factors in its selection, said client CEO Robert Kiely. The work will break next month and highlight numerous services and specialties, including the hospital’s Shoreline Medical Center in Essex, Conn.

PJA in Cambridge, Mass., was tapped for online and offline communications by Intelligent Medical Devices, also in Cambridge, a company that develops diagnostic equipment. PJA’s assignment includes Web site development and collateral materials.

Finally, RDW Group in Providence, R.I., has expanded its relationship with Verax Biomedical in Worcester, Mass., a company that provides products to detect bacteria in blood. RDW created trade advertising and promotional pieces to help the company introduce their products to the medical community, and will continue to help the client hone its marketing message, the agency said.