MED MOVES: Real Chemistry Puts Digital Marketing, Clinical Trials Into Single Entity

March 12, 2021
Mary Caffrey

Mary Caffrey is the Associate Editorial Director of AJMC/Managed Care for MJH Life Sciences. Her editorial responsibilities include Evidence-Based Oncology, Chief Healthcare Executive, and Managed Healthcare Executive.

A leading digital marketing firm acquires a market access consultancy and rebrands as a "healthcare innovation" entity.

W2O Rebrands and Changes Gears. Healthcare communications giant W2O this week announced it would become Real Chemistry, combining the digital, marketing, and creative elements with clinical, health economics, pricing, and market access expertise under one roof. Jim Weiss, who founded W2O, will be CEO of Real Chemistry and said in a statement that the pandemic had demonstrated the importance of communications in delivering healthcare solutions “to the right person at the right time and place.” The rebranded Real Chemistry is positioned as a data- and technology-driven “healthcare innovation company,” that does more than an agency. Medical Marketing & Media reports that W20 boosted its 2019 revenue 67% in 2020 to $334 million and made acquisitions that included a payer consultancy.

Cleveland Clinic Martin Health’s Lord to Retire. PresidentRobert L. Lord Jr. announced this week he will retire as president of Cleveland Clinic Martin Health at the end of 2021. He has been with the organization 23 years and has served as chief legal officer and chief operating officer, and was president and CEO of Martin Health before the completing the relationship with Cleveland Clinic in January 2019. The health system serves Martin and St. Lucie counties in eastern Florida; it has three hospitals with 521 beds, a freestanding emergency room, and multiple outpatient and clinic sites. Cleveland Clinic announced it will search for separate hospital presidents: one for Tradition Hospital and one for Martin North and Martin South hospitals. Lord was credited with overseeing the processing of integrating Martin Health into Cleveland Clinic.

Dyer Named CFO for HCA North Florida. Kristin Dyer, MHA, has been named chief financial officer of HCA Healthcare North Florida Division’s 15 hospitals and other care sites. She has 18 years of experience in healthcare finance and most recently served as CFO of Chippenham and Johnston-Willis Hospitals, a 758-bed system across two campuses that is part of HCA Healthcare’s Capital Division in Richmond, Virginia. She previously served as CFO of Capital Regional Medical Center in Tallahassee. Dyer is a U.S. Navy veteran who achieved the rank of lieutenant in the medical service corps and was CFO/Comptroller at the Naval Hospital Twentynine Palms, Calif.

Doughty Promoted at Huntsville Hospital System. Tracy Doughty will be president and chief operating officer at Huntsville Hospital System starting July 1, 2021, local news outlet WAFF reported. Doughty has served as senor vice president of hospital operations since 2017 and will move into his new role when Jeff Samz becomes CEO of the multi-hospital system. Doughty joined Huntsville Hospital in 1998. He has two master’s degrees from the University of Alabama Birmingham, in Quality and Outcome Management in Health Systems and in Health Administration. He is an active community volunteer and a served as a commissioned officer in the U.S. Army Reserves for six years.