Pharma leader Norstella appoints Diffusion for Global brief


Norstella, the group of market-leading pharmaceutical solutions providers that helps clients navigate complexities at each step of the drug development lifecycle, from pipeline to patient, has named Diffusion as its global public relations agency. Diffusion’s offices worldwide will support brand awareness and thought leadership efforts for Norstella’s brand portfolio: Citeline, Evaluate, MMIT, Panalgo and The Dedham Group.

Diffusion’s campaign for Norstella will cultivate a corporate brand identity for the Norstella parent organization, while also driving day-to-day PR programs for each individual company. Diffusion is tasked with elevating the profile of each brand across both the UK and US markets, driving opportunities for brand storytelling, subject matter expert commentary, and awards and speaking programs.

Each of Norstella’s companies is best in class and well known in the industry:

  • Citeline offers specialist intelligence, data and software for clinical trials, drug development and regulatory compliance
  • Evaluate offers aggregated, normalized commercial data and predictive analytics to help life sciences clients make decisions about high-value investments, including pipeline prioritization, commercial assessment and competitive intelligence
  • MMIT helps pharma and life sciences clients overcome hurdles to patient access via integrated claims, lab and market access data and advisory services
  • Panalgo provides industry-leading analytics software, streamlined access to data through partnerships, and expert analytic services, offering a truly personalized and differentiated solution
  • The Dedham Group is a market access oncology and specialty therapeutics consultancy that offers research, data analytics, and strategic consulting services


Amie Podolak, Chief Marketing Officer, Norstella, commented: “As one of the largest global pharma intelligence providers, Norstella unites companies with one shared goal—bringing life-saving therapies to market quicker. It was paramount to us that any global AOR have extensive healthcare and pharma expertise, and that they be intimately familiar with both the U.K. and U.S. markets. Diffusion globally has a wealth of experience in our field, with a proven track record of success supporting our Citeline brand for seven years, making them a de facto expert on the various intricacies of the drug development lifecycle. Bringing Diffusion in to support our entire portfolio of brands ensures that we can spotlight more of the cutting-edge work we’re doing across the group, at a global scale.”

Ivana Farthing, UK Managing Director, Diffusion, commented: “Norstella’s offerings have never been stronger or more relevant than they are today. It has been incredible to watch the explosive growth in the healthcare industry in the past few years, and to be on the frontlines telling the stories of how Citeline is changing the way pharma insights and intelligence directly affect our lives. To be able to expand our remit to all Norstella’s brands is a testament to the passion our team has for this industry and the sheer opportunity we see to define each brand’s value and impact. Our PR campaign for Norstella will drive home the impact of its brands’ life-saving solutions—from real-world data, to machine learning and predictive analytics—further cementing its rightful place as a critical player in the healthcare ecosystem.

PRWeek: Norstella names Diffusion PR as global PR Agency of Record