Sawtooth Group has launched Sawtooth Health, a new division to focus on marketing for hospitals, medical centers and other healthcare systems.

Patricia Little has joined Woodbridge, NJ-based Sawtooth Health to serve as managing partner, Little was formerly a managing partner with Princeton Partners Inc.

Sawtooth Health has been named the agency of record for 1-800-Doctors Inc., a marketing service for physicians, hospitals and other medical services.

"As the hospital sector gets more competitive, these institutions are beginning to see the need to treat themselves as brands in order to stand out from the pack," said in statement Bill Schmermund, president and CEO of the Sawtooth Group.