The agency beat Saatchi & Saatchi Healthcare and one other undisclosed agency to the business, and has been briefed to create a launch campaign to promote the venture. The activity will be rolled out later this year.
Virgin Healthcare will offer primary healthcare services in collaboration with NHS GP practices, giving patients access to private facilities alongside traditional NHS services, and providing administrative support such as appointment booking.
Richard Exon, the chief executive of RKCR/Y&R, said: We're very excited to be working closely with Virgin on one of its major launches, this time with some innovative and progressive thinking around healthcare provision that will benefit us all."
The first Virgin Healthcare centre will open in the summer, with another five scheduled for 2009.