PM360 Greatest Creators June 2011

Directory of Creative Agencies

INDEX

Core-Create
Dudnyk
echo Torre Lazur
group dca
Intouch Solutions
LehmanMillet
RosettaWishbone

The greatest creators make powerful connections.
The ultimate goal of any marketer is to convince a target audience to choose their brand, but there are many cognitive obstacles, such as resistance to persuasion and “reactance” to being told what to do that can end up having the opposite effect.

Preventing resistance to persuasion is both an art and a science. When people have a high need for cognitive closure, they will invariably resist persuasive efforts and remain loyal to their current brand. You need to achieve high levels of both divergence and relevance for your brand messages to reduce a target audience’s need for cognitive closure.

At Core-Create and Brandkarma, we have the proven ability not only to develop medical communications that are highly divergent, but also to make emotional connections with healthcare professionals—and the patients they care for—in ways that are relevant, meaningful, and valuable. This makes target audiences more curious, less defensive, and more open to taking an action or making a change in behavior.

And that’s the true measure of a great creation.

Engaging with clients more collaboratively makes the greatest creations happen.

Part of The Core Nation — which also includes the medical communications company Alpha & Omega — Core-Create and Brandkarma have more than two decades of experience engaging clients to help them and their brands leverage every opportunity and overcome any challenge.

We are right there with you every step of the way, in nearly every possible situation, from sitting behind the glass at market research to standing in front of senior management in the boardroom. As a passionate champion of your brand, we will go to any length to help you achieve your business goals. If you want a smart, strategic, and superbly creative team that will care for your brand as if it were their own, call us at 732-748-0661 or visit www.thecorenation.com.

The Core Nation
100 Franklin Square Drive,
Suite 201, Somerset, NJ 08873
732-748-0661
www.thecorenation.com

LEADERSHIP: KenRibotsky, President and Chief Executive Officer Dorene Weisenstein, Executive Vice President and Chief Creative Officer

NEW BUSINESS CONTACT:
Ken Ribotsky, ken.r@thecorenation.com

YEAR FOUNDED: 1991
PARENT COMPANY: TheCoreNation
NUMBER OF EMPLOYEES: 45

CLIENTS:
Allergan, Bracco Diagnostics, ConvaTec, Ferrer Therapeutics, Fresenius Medical Care, Genzyme, Ortho Dermatologics, Prometheus Laboratories, Providence Speech and Hearing Center, Solani
USA, Valeant Pharmaceuticals, Watson Pharmaceuticals, ZymoGenetics

AREAS OF EXPERTISE:
DTC, DTP, conventional consumer, and rare disease promotions

SERVICES:
Strategic and creative brand development, advertising and promotion, sales force pro- grams, strategic medical communications, corporate communications, corporate identity, digital and social media, and public relations

AWARDS:
Med Ad News, The Rx Club, PM360 Pharma Choice Awards, Product Management To- day, The Global Awards, Medical Marketing & Media, Web Marketing Association, Doctor’s Choice Awards

WHAT’S NEW FOR 2011:
Enhanced web capabilities and medical app development

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If you are reading this supplement, there’s no doubt that you’re interested in reviewing ad agencies.
Here’s our advice. Take a good hard look at the work first. If it doesn’t appeal to you, move on. Nothing can tell you more about an agency than the creative work it has produced for itself and for clients. You can learn all about an agency’s capabilities later. You can bet that if the work is great, solid strategy and science made it that way. It’s like the old Smokey Robinson tune, “First I Look at the Purse”—always look at the work first. You’ll get a visceral and emotional reaction from the end product. If the reaction is positive, proceed to learn more.

If you are reading this particular profile, you’ve been stopped by the visual images on the right.
These are just a few of the bold brand images and campaigns created for our clients. Take a good look, then go visit our site and check out the work. There is nothing we can tell you here that will replace that first impression. So, visit dudnyk.com and view the range of work produced for major pharma clients, medical device companies, and biopharma/biotech companies. Like what you see? Contact Christopher Tobias, PhD, at 267. 532. 1026 or ctobias@dudnyk.com for a deeper dive.

Dudnyk is a multichannel branding agency that specializes in communicating to physician specialties: Allergy/Immunology, Cardiology, Dentistry, Epileptology, Hematology, Nephrology, Neurology, Oncology, Ophthalmology, Pain, Psychiatry, and more. Winning over these tough audiences takes a special blend of compelling science mixed with bold, differentiating creative. Dudnyk has been achieving such success since 1993. Check us out at dudnyk.com.

Dudnyk
5 Walnut Grove Drive,
Suite 280 Horsham, PA 19044
Dudnyk.com

SOCIAL MEDIA CONTACT:
twitter@Fxpowers http://www.linkedin.com/in/fxpowers

LEADERSHIP: FrankX.Powers, President

NEW BUSINESS CONTACT:
Christopher Tobias, PhD, EVP; Chief Scientific Officer; Director, Business Development

YEAR FOUNDED: 1993
NUMBER OF EMPLOYEES: 45

CLIENTS:
Progressive-minded Pharmaceutical, Biopharma, Biotech, and Medical Device companies

AREAS OF EXPERTISE:
Strategic brand development, healthcare branding across multiple channels

SERVICES:
Personal, nonpersonal, and digital communications to healthcare professionals, caregivers, and patients

RECENT AWARD:
PM360 Trailblazer Professional Campaign of the Year for 2010

WHAT’S NEW FOR 2011:
Embedding a digital strategist, designer, and programmer in each of our brand teams.

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2011 gives echo reason to celebrate, starting with their 10-year anniversary! As they commemorate this special year, they acknowledge their phenomenal success. After unprecedented growth in 2009, echo experienced another year of record-breaking results in 2010. What adds to their impressive growth year-over-year? The majority of their new business growth was built from long-standing partnerships with current and past clients. Bill McEllen, president of echo, believes that “producing exceptional work for our clients and nurturing the talent that exists at all levels of our agency lead to this enduring effect on our business.” Over 85% of their new business wins in 2010 were a direct result of the great work echo produces for their clients every day. The reputable work they produce for all of their clients throughout the industry led to great new opportunities for echo this year.

With a thriving business, it’s no surprise that echo’s creative work is second to none, and they’re gaining highly regarded recognition for their outstanding work. Creativity may define echo, but at their core is the development of interactive and engaging solutions, including everything from Web site development to digital sales tools, iPad and mobile applications, as well as video. Their digital work is integrated into every agency-of-record assignment echo holds. All of their digital solutions are created with the sup- port of their Account, Strategic, Scientific, and Creative departments, making their interactive offerings not only engaging but, more importantly, smart.

Our industry is evolving, and as it does, so too will echo. Changes in the way healthcare is delivered will necessitate changes in how healthcare communications are received. echo is already ahead of the curve with their Strategic Planning and Scientific Integration Departments, who closely partner with their clients to uncover relevant insights, build solid marketing strategies, and find the nuances to help give brands a richer voice. While their Account teams continue to work with clients even earlier in the process to deliver dynamic communication platforms. echo has highly evolved digital capabilities and continues to expand into new technology that engages professional healthcare audiences in dynamic ways.

echo Torre Lazur
120 Eagle Rock Avenue
East Hanover, NJ 07936
973-884-4707
www.echo-tl.com

SOCIAL MEDIA CONTACT:
YouTube: http://www.youtube.com/user/echotl
Facebook: http://www.facebook.com/pages/Echo-Torre-Lazur/144997572236164?sk=info
Linked In: http://www.linkedin.com/ company/2214348?trk=tyah

LEADERSHIP: BillMcEllen, President

NEW BUSINESS CONTACT:
Bill McEllen , 973-884-4707
bill.mcellen@mccann.com

YEAR FOUNDED: 2001
PARENT COMPANY: McCann HealthcareWorldwide
NUMBER OF EMPLOYEES: 126

CLIENTS:
Eisai, Galderma Laboratories, GlaxoSmithKline, Janssen Pharmaceutical Companies of Johnson & Johnson, Ortho-McNeil-Janssen Pharmaceuticals, PriCara, Novo Nordisk, ViiV Healthcare, XenoPort

AREAS OF EXPERTISE:
Cardiovascular, CNS, cystic fibrosis, dermatology, diabetes, gastroenterology, hepatitis C, HIV, immunology, infectious disease, oncology supportive care, respiratory, women’s health

SERVICES:
echo is a full-service agency that focuses on advertising and promotion to healthcare professionals.

AWARDS:
2011 nominee for MedAdNews Agency of the Year, ADCNJ, Creativity 40, Globals, PharmaExec magazine AdStar, Rx Club

WHAT’S NEW FOR 2011:
Encourage more clients to engage healthcare professionals in dynamic ways with unique technology solutions.

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Group DCA, founded in 1999 by pharmaceutical industry veterans Rob Likoff and Jack Davis, is a leading provider of direct-to-physician digital solutions, including e-Detailing, providing pharmaceutical and biotechnology companies with digital channels to advance the interactions between pharmaceutical brand teams and healthcare practitioners.

Group DCA and its business units leverage the strengths of the Internet, multimedia, mobile devices, tablet PCs, dimensional direct mail, and proprietary software called DIAGRAM (DIAlog, GRAphics, Motion) to enable healthcare providers to access information and interactive Group DCA online and on their own schedules. DIAGRAM is the only software in the industry that enables clients to engage target audiences through a graphics-rich interface, capture response data, and use these data to customize future communications, making them more relevant and effective.

group dca
800 Lanidex Plaza, 3rd Floor
Parsippany, NJ 07054
973-746-7777
www.groupdca.com

NEW BUSINESS CONTACT:
Russell Grimaldi
973-795-8452
russell.grimaldi@groupdca.com

YEAR FOUNDED: 1999
PARENT COMPANY: PDI

AREAS OF EXPERTISE:
• Direct-to-physician marketing
• eDetailing
• Mobile marketing
• Interactive marketing
• Multi-channel marketing
• DIAGRAM(DIAlog, GRAphics, Motion) software & interface
• Active eLearning
• Direct-to-patient marketing
• cuecard–patient support programs

AWARDS:
MM&M Awards-Silver, Best Interactive Initiative for Healthcare Professionals (2010); Inc.-5,000 Fastest Growing Companies (2010, 2009, 2008, 2007); NJ Ad Club-Product Information, Business to Business, 1st, 2nd and 3rd place (2010); PM360 Trailblazer Innovation Award Finalist-Best Company of the Year (2010); PM360 Trailblazer Innovation Award Finalist-Best Interactive Marketing (2010); eCommunicator Award of Distinction (2009, 2008); MM&M Awards-Finalist, Best Interactive Initiative for Consumers (2009); MM&M Awards-Gold, Best Interactive Initiative for Healthcare Professionals (2008, 2006); Rx Club Award of Excellence (2008, 2007); NJ Ad Club-Product Information, Consumer, 1st place (2008, 2007); Ad Club of New Jersey Certificate of Excellence (2007); Frost and Sullivan Award for Product Innovation (2005)

WHAT’S NEW FOR 2011:
In 2011, Group DCA will be focusing on deploying iPad and mobile versions of our award-winning programs, harnessing the power of video to engage physicians, and expanding our patient communication programs.

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Founded in 1999, Intouch Solutions is a privately-held, full-service digital marketing communications agency headquartered in the Kansas City area with locations in Chicago and New York City (summer 2011). Specializing in digital solutions for the pharmaceutical and healthcare industries, Intouch is redefining what marketing means to these industries. Contact Intouch at getintouch@intouchsol.com or visit them on the web.

What’s New For 2011:
Intouch’s latest innovations are attracting industry interest:

• share»send»save, a pharma-focused social sharing widget
• Allora, an iPad mobile marketing platform
• PharmaWall, a Facebook monitoring and moderation system
• TweetPharm, a free interactive infographic that tracks pharmaceutical companies’ use of Twitter
• www.intouchsol.com, redesigned agency website with content specific to pharma marketing and digital solutions

Intouch Solutions, Inc.
10975 Benson Dr., Suite 200
Overland Park, KS 66210
913-317-9700
www.intouchsol.com

SOCIAL MEDIA CONTACT:
Jim Dayton, Senior Director, Emerging Media
jim.dayton@intouchsol.com

LEADERSHIP:
Faruk Capan, CEO
Pat McNerney, EVP,
Wendy Blackburn, EVP

NEW BUSINESS CONTACT:
Wendy Blackburn, EVP
wendy.blackburn@intouchsol.com
913.956.4328

YEAR FOUNDED: 1999
PARENT COMPANY: Independent
NUMBER OF EMPLOYEES: 224

CLIENTS:
Some of our clients include Abbott, Allergan, Baxter, Eisai, Lundbeck, Roche, sanofi-aventis, Teva

SERVICES:
Strategic planning, mobile, social media, creative services, user experience, CRM, Web development, search engine marketing, application development, media planning and buying, analytics.

AWARDS:
Internet Advertising Competition award for Outstanding Website – 2011; Manny Award – Agency of the Year, category III – 2010; Manny Award – Best Interactive Patient Campaign – 2010; Webby Awards – Official Honoree for Mobile Applications 2010 GoMeals iPhone App; IAC Awards – Best Pharmaceuticals Online Campaign 2010; The Communicator Awards 2010 – two Awards of Excellence for the category Pharmaceutical Websites and one Award of Distinction; PM360 Trailblazer Award for 2010 Consumer Website/Online Initiative of the Year; WebAward for Pharmaceuticals Standard of Excellence 2010; Rx Club Gold Award for Best Animation 2010 and Award of Excellence for the Disease Website category

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LehmanMillet is the only healthcare marketing communications agency dedicated to serving companies seeking to change the standard of care. Agency clients range from start-ups to Fortune 100, and span the clinical spectrum across medical diagnostics, devices, biotechnology and specialty pharmaceuticals. Our core expertise is the development of communications to help drive the adoption of innovation.

Simply put, we change minds to change behavior.
In more than three decades of standard change, we’ve learned the traditional four Ps of marketing (product, placement, pricing & promotion) aren’t sufficient to scale the barriers within the risk-averse medical community. We’ve developed our own complementary set:

Protect - limit exposure to widen opportunity.
Even the strongest innovations are fragile at birth. Ensuring that early patient and physician selection is optimized to protect the therapy builds the foundation for broader success.

Promise - sharpen your vision through the eyes of your users.
Products are initially developed by scientists and engineers; messaging needs to be developed via customers. A deeply informed understanding of market desires and perceptions is critical to achieving a positioning that will affect meaningful change.

Proselytize - find leaders who will follow.
It’s not enough to enlist the key KOLs. Overturning long- held opinions and age-old practices takes extreme influence, artfully applied pressure. Those willing to champion change may come from unexpected avenues.

Propel - focus and fire. Once you’ve protected your therapy, defined your promise, lined up your proselytizers and gotten your approval, you’re primed to launch. And it’s here that singular focus and commitment of resources is absolutely critical.

LehmanMillet isn’t focused on changing the standard of care because it’s glamorous. Or easy. Or obvious. But it is extraordinarily fulfilling. If you or your company is looking for the standard agency relationship and the same old ideas, we won’t be a good choice. But if you’re looking to affect fundamental change, if you’re interested in rewriting the rules in an open and collaborative relationship with an agency unlike any other, perhaps we should have a conversation.

LehmanMillet
2 Atlantic Avenue,
Boston, MA 02110;
18400 Von Karman Ave.,
Irvine, CA 92612
800.634.5315; 866.762.1507
www.lehmanmillet.com

NEW BUSINESS CONTACT:
Nicole Stark, Director, Business Development
nicole_stark@millet.com

YEAR FOUNDED: 1978
PARENT COMPANY: HealthSTAR Communications
NUMBER OF EMPLOYEES: 80

CLIENTS:
Abbott, ARIAD Pharmaceuticals, CardioDx, Carl Zeiss, Conceptus, Covidien, Edwards Lifesciences, Genzyme, Glaukos, KCI, Myriad Genetics, PixelOptics, Spectrum Pharmaceuticals, Thoratec, Vifor Fresenius Medical Care Renal Pharma, Zimmer

AREAS OF EXPERTISE:
Dedicated to working with companies who want to change the standard of care

SERVICES:
Market Research, Positioning & Key Message Development, Marketing Communications Planning, Medical Communications, Digital Communications, Advertising & Promotion, Direct Marketing, Sales Support, Media Planning, Corporate/Product Identity

AWARDS:
2010 CLIO healthcare finalist; 2011 DxMA first-place winner in two categories

WHAT’S NEW FOR 2011:
Global assignments in end-stage renal disease, non-Hodgkin’s lymphoma, interventional cardiology and ophthalmology.

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RosettaWishbone is a leading-edge agency that brings together under one roof the very best in “traditional” and interactive agency expertise. At the core of the RosettaWishbone offering is rigorous and dedicated brand stewardship, whose focus is on the big picture of brand positioning, messaging, creative articulation, and tactical development. This expertise is complemented by a comprehensive range of interactive capabilities, including resource management, search, and user experience; mobile, cloud and site technologies; and analytics/optimization.

By uniting strategic and creative branding disciplines with interactive expertise, RosettaWishbone helps clients achieve total brand coherency across all communications channels, both offline and online with none of the fragmentation that can occur when separate agencies handle the “agency” work and the “digital” work. On a practical and operational level, the unification of marketing disciplines also results in greater efficiency for clients.

Ultimately, RosettaWishbone is driven to deliver impact for clients and their brands. All of our collective skill and experience is focused on driving meaningful—and measurable—business results. In our view, the ability to drive results is the most important offering of all. Our mission is to build brands without limits.

At RosettaWishbone, we believe that the best way to drive profitable share growth is by understanding your customers better than your competition does. This, in turn, can translate into interactive marketing programs that build, measure, and optimize customer connections. Our range of interactive services includes consulting, creative and customer experience, search and media, relationship marketing, and analytics and optimization. Our proven approach to effective brand stewardship involves the following service offerings: market and category analysis, strategic planning, project management, positioning research and development, visual and verbal branding, creative ideation, claims development, copy services, art, graphic, and studio services and editorial services.

RosettaWishbone
245 Fifth Avenue
New York, NY 10016
646-486-9700
RosettaWishbone.com

YEAR FOUNDED: 1998, acquired by Rosetta in December 2009
PARENT COMPANY: PublicisGroupe
NUMBER OF EMPLOYEES: 125

CLIENTS:
CardioNet, Covance, Covidien, Dey, Eggland’s Best, Genzyme, Meda, Otsuka, Pfizer, Purdue, Sucampo

What’s New For 2011:
In an effort to broaden its digital and interactive marketing service offering, Publicis Groupe acquired Rosetta Marketing Group LLC in May of 2011. Rosetta will operate as an autonomous, stand-alone brand within Publicis Groupe under the leadership of Rosetta’s founder & CEO Chris Kuenne, who will remain at the head of the agency, reporting to Jean-Yves Naouri, Chief Operating Officer of Publicis Groupe.