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MicroMass Hires Veteran Relationship Marketing Strategist Richard Patterson As VP, Group Account Director

CARY, N.C., June 30 /PRNewswire/ -- MicroMass Communications, Inc., a leader in behavioral science-based relationship marketing in the healthcare industry, has appointed veteran business executive and marketing strategist Richard Patterson to the position of vice president, group account director. He will spearhead the agency's oncology business, reporting to John Grunstein, executive vice president of client services.

Patterson brings almost three decades of healthcare marketing experience to his new position, working in a variety of leadership roles and in more than 20 therapeutic areas. He has particular expertise in relationship marketing, with extensive experience using the tools of behavioral science to empower patients, improve adherence, and build brands.

An accomplished entrepreneur, Patterson pioneered development of one of the first technology-enabled services to coordinate interactive communication between patients and their healthcare providers. He is the editor and lead author of "Changing Patient Behavior - Improving Outcomes in Health and Disease Management," published by the American Hospital Association Press in 2001.

"We are very pleased to have Rich on board," Grunstein said. "He has a proven track record for combining insight and analysis with exceptional planning and execution, delivering solutions that build strong brands as well as strong relationships."

Patterson joins MicroMass from Patterson Consulting Group, LLC, which he founded in 2003 and led as president, directing the development of major multi-channel relationship marketing programs for leading pharmaceutical companies including Pfizer, Abbott Laboratories, and Novo Nordisk.

Prior to starting Patterson Consulting Group, Patterson was a division president of Austin, Tex.-based HealthAnswers, Inc., where he managed development of an online health portal that provided comprehensive health information and interactive decision-support tools in 11 health areas. For the previous nine years, as a founding partner of The Hastings Healthcare Group in Pennington, N.J., he served as executive vice president and as managing director of the Outcomes Management division, focusing on patient relationship marketing. In the latter role, he acted as chief strategist for numerous programs that applied the principles of behavioral science to programs that support healthcare brands.

Patterson began his healthcare marketing career working in medical advertising agencies in New York and New Jersey, developing materials for healthcare professionals, medical education programs, and patient education programs.

Patterson holds a Master of Science in biological chemistry and a Master of Science in human genetics from the University of Michigan at Ann Arbor. He also earned a Bachelor of Science in biochemistry from the State University of New York (SUNY) at Stony Brook. He lives in Doylestown, Pa.

About MicroMass Communications, Inc.

MicroMass personalizes brands. Founded in 1994, MicroMass is a relationship marketing agency with unrivalled capabilities in the application of behavioral science to marketing challenges. The company's approach is founded on the belief that understanding the critical factors that influence individual behavior and creating a dialogue that addresses those factors is the best way of building enduring relationships between customers and brands.

Unlike traditional agencies that are "siloed" or structured by discipline, MicroMass brings together under one roof the expertise and services for building sophisticated, multi-channel programs that span the full relationship marketing continuum.

Headquartered in Cary, N.C., with a second office in Morristown, N.J., MicroMass is one of the fastest growing agencies in its field. With experience in more than 30 therapeutic categories, the company has a roster of clients that includes some of the most respected names in the pharmaceutical industry. For more information, visit

    CONTACT: Julie Laitin (212) 286-2424       Cynthia Amorese (908) 665-8072
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SOURCE MicroMass Communications, Inc.
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