AUBMC appoints Raad as communication partner

Seeks cooperation with international institutions

The American University of Beirut Medical Center (AUBMC) has appointed the Ketchum Raad PR agency, part of TBWA\RAAD, as its strategic communications partner.

Starting March 2013, the AUBMC had conducted an agency review involving some of the region’s leading PR consultancies. Ketchum Raad won the center’s tender to reinforce strategic communication for its 2020 vision.

Ramzi Raad, Chairman and CEO of TBWA\RAAD, said their task will be to provide the hospital with regional and international visibility. “Our mandate as an agency will go beyond the local market. It is an international assignment.” The contract between both partners is open-ended and automatically renewable.

The center is seeking to strengthen patient engagement and public awareness through an efficient local, regional, and international communication system.

Raad said that they will be contributing to building the AUBMC’s legacy, in line with the development of the center as a mega health institution. “Our partnership will also help the hospital recruit professionals from the region, based on its developed visibility.”

He said that TBWA/Raad will also assist the AUBMC in finding appropriate partnerships with international health centers.

The hospital has already initiated a serious expansion of its premises and departments.