Firefish Group launches healthcare division

The healthcare division will focus on humanising healthcare, including the idea that better healthcare outcomes come from a place of better understanding and deeper connections with patients and healthcare professionals.

Cook (pictured) was formerly a practising doctor and psychiatrist and has worked in insight for more than 20 years, leading projects for GSK, Galderma, Bayer and Pfizer.

Cook said: “I am excited to formally launch the Firefish Healthcare business. I feel we are uniquely placed to connect the needs of patients and HCPs (healthcare providers) with the passion and resource of pharmaceutical and healthcare businesses.”

Jem Fawcus, chief executive at Firefish Group, said: “Firefish have built a name on getting closer to the human experience, so having Dr Bob and the team bring this to the healthcare world is a natural progression for us as a group. The initial response has been great and so I can’t wait to see how it will grow.”