In the US, global sampling and data collection specialist Critical Mix has appointed healthcare execs Victor Imbimbo and John Castellano to help expand its health division, Critical Mix Health.

Launched last year by Greenfield Online veterans Hugh Davis and Keith Price, Critical Mix (formerly known as reinvention) provides a survey-taking platform called the OneOpinion panel, which gives panellists multiple options for survey participation, including online, off-line and mobile.

Its Critical Mix Health division provides access to survey responses from physicians, office managers, healthcare professionals, nurses, pharmacists, consumers by health conditions and family caregivers.

Imbimbo, who is the owner of family caregiving community Caring Today, will lead the division as Managing Partner, Health. During his career, he previously held positions at Havas Worldwide and TBWA/World Health, where he directed consumer marketing for healthcare companies, primarily in the pharma sector.

Castellano joins as Senior Vice President, Health, after a 25 year career in the market research industry. For the past eight years, he has worked at Epocrates, where he latterly served as Regional VP, Market Research. Prior to this, he spent a decade at Total Research, and eight years at Harris Interactive.

The pair will work alongside Ryan Hopper who joined the division last year as Managing Partner, Health.

Davis comments: ‘The combined healthcare expertise of these executives will enable Critical Mix Health to strategically broaden our range of health-related professional and consumer product offerings. Most importantly, it will deliver enormous benefits for our customers.’

Web site: www.criticalmix.com .

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