NEW YORK, NY, November 3, 2016 – Affect, a public relations and social media firm specializing in technology, healthcare and professional services, announced today Melissa Baratta, Senior Vice President, will lead the agency’s healthcare practice.

“Affect has worked in the healthcare industry for more than a decade, and has experienced continued growth in this area,” said Sandra Fathi, President. “Melissa has been an integral part of growing our client base in this arena and expanding our expertise. She has significant experience working with healthcare companies, having managed PR programs for large organizations such as GlaxoSmithKline Oncology to local health providers like Axon Health Associates. Under Melissa’s leadership, we are formalizing our healthcare practice and strengthening our capabilities to better serve today’s client needs.”

Baratta, who joined the agency four years ago, has an extensive background working with healthcare companies to raise their brand profiles and position them as thought leaders. She has led PR and marketing programs for healthcare providers, pharmaceutical and biotech companies, medical device manufacturers and healthcare IT providers across a wide range of therapeutic areas. Her work spans media relations, medical and scientific content development, patient education and advocacy programs, and social media programs. She is also a member of the Healthcare Businesswoman’s Association (HBA), where she sits on the Corporate Partners Committee.

Baratta will continue to work with current technology and professional services clients, but in her new role will be focused on growing the healthcare practice. As part of this expansion, the agency is seeking healthcare PR specialists to join its team in New York.

“I’m inspired daily by the work the healthcare industry is doing to improve the lives of patients,” said Baratta. “Our clients bring incredible passion and innovation to the table, and I truly enjoy helping them communicate the important work they’re doing. I look forward to leading our team in developing creative PR programs to tell their stories and motivate their target audiences.”

Affect’s healthcare portfolio includes medical device manufacturers, health service providers, biotech companies and medical imaging companies, with particular experience in oncology and orthopedics. Recent clients include Definiens, Axon Health Associates, CentraState Healthcare System, Caron Treatment Centers, e+CancerCare and Quest Diagnostics.


About Affect
Affect is a public relations and social media firm with offices in New York and Boston. Established in 2002, the company specializes in technology, healthcare and professional services. Affect employs a results-driven approach to communications, crafting one-of-a-kind programs to help clients achieve their business goals. As year-round strategic counsel, or a single project resource, Affect leverages its creative talent, unique experience and forward thinking insights to achieve the precise results that clients seek. For more information, web:; blog:; Twitter: @teamaffect.

Malinda Singh
Senior Account Executive