Formed to address a particular problem facing the industry or to provide a new service marketers need—
even if they don’t know it yet.
DENMARK’S CLM LEADER: Agnitio’s U.S. Division
J.R. Hermann, VP, Americas
Agnitio, the closed-loop marketing pioneer founded in Denmark, has emphasized its commitment to the global healthcare industry with the strengthening of its recently created
U.S. division, and this is one company that wants to make sure that its presence is felt in the United States. Acknowledging the importance of the U.S. market, CEO and Agnitio founder Morten Hjelmsoe (pictured above) has relocated from Europe to the new U.S. headquarters in Stamford, CT.
“This is a strategically important move for both Agnitio and me personally,” says Hjelmsoe. “In fact, setting up the U.S. division is probably the most signiﬁcant and potentially far reaching decision we’ve made since founding the company.”
Agnitio is responsible for one of the industry’s leading pull marketing software platforms. The technology records each HCP’s speciﬁc interests as they interact with the system via tablets, laptops or other mobile devices, which means that reps can provide more relevant, engaging and targeted information in a time-effective way.
THE OPTIMIZED WORKPLACE: Data Sciences
Peter Flaschner, VP Strategy
Data has been at the core of Klick Health since its inception in the 1990s, but this year the company expanded its Data Sciences division to offer even more high-deﬁnition, evidence-based decision making solutions. At Klick, data modeling is just part of the standard day to day and that all starts with Genome, a custom-built intranet with a suite of tools aimed at managing time, budgets and people. Genome combines data-driven and social technology to help team members to work more efﬁciently, provide the optimal times to increase hiring based on historical levels, and just improve how the company operates overall. Klick also offers to develop similar systems for its clients and has already done so at Acorda Therapeutics with Synapse. Meanwhile, the division’s new data lab is working on developing advanced algorithms that parse huge data sets to uncover the chains of actions that drive prescribing behavior and adherence. Based on these observations, the company can develop programs that should actually affect behavior in real life.
SUPERB SOCIAL COMMUNITY: PeerCase
Laura Haber, VP, Account Director
PeerCase (www.peercase.com) is a prime example of how the healthcare industry should be using social media. As the No. 1 online case-collaboration community for oncologists, PeerCase brings together the collective knowledge of oncologists everywhere to provide patients with the best possible care. It offers oncologists—across all tumor types—a place to turn to for advice on challenging patient cases or vice versa; they can offer their expertise and experience to those who need it. The online community’s easy-to-use interface allows for on-the-go interaction between clinicians across the globe, from small private practices to large medical centers. In addition to being able to create new cases or to search existing ones, clinicians can also follow and track responses in order to stay connected to the ﬂow of information that interests them. Best of all, this can all be done from mobile devices, which makes this shared experience and source of knowledge accessible anywhere, anytime.
DRIVING BRAND GROWTH: The Strategy Team
Roska Healthcare Advertising
Jay Bolling, CEO
Economic pressures forced the pharma industry downsizing that left many brand teams to operate without the full complement of product directors and managers. Roska Healthcare recognized that this created a client-side need for senior-level agency partners who truly understood the pressures that marketing teams face from the sales force, the marketplace and competitors. The agency met this need by forming The Strategy Team to partner with clients to alleviate those pressures and create a greater business impact for the life of their brands.
With more than 100 years of combined client and agency experience in commercial, medical, creative, digital and CRM, The Strategy Team applies its extensive knowledge and insight to optimize customer experiences for clients and drive brand growth. Roska Healthcare’s Strategy Team works as an extension of the brand team to deliver measurable results by providing a collaborative focus on solving the problems that keep clients up at night. According to its clients, The Strategy Team is what differentiates Roska Healthcare from other agencies.
ADOPTING HEALTHCARE TECHNOLOGY: Sudler eHealth Group
Sudler & Hennessey
Shane Kennedy, EVP, Managing Director Digital & eHealth
Launched in late 2011, the Sudler eHealth Group has positioned
itself at the forefront of a digital healthcare revolution. Just
as it has forever changed other industries, digital technology
is now changing healthcare—health information technology
(HIT) promises to elevate access to care, improve the quality
of treatment outcomes and reduce costs for both patients and
practitioners. The Sudler eHealth Group develops innovative
strategies and solutions for technology companies seeking to
profit in the challenging and evolving healthcare market.
Historically, innovations in healthcare, from the use of
stethoscopes to the adoption of new drugs, succeed or fail,
in large part, based on physician acceptance and application.
This division leverages evidence-based technology initiatives
to help technology companies communicate more effectively
with healthcare professionals and ensure successful adoption.
The group has also produced several Health + Technology
Summits, which brought together the key constituents shaping
the future—government, payers, providers, patients, technology
companies—to provide a better understanding of all parties’
incentives to change.
GUIDE TO HEALTHCARE REFORM: GovernmentIPolicyISystems (GPS)
The Access Group
Dr. Richard Stefanacci, Chief Medical Ofﬁcer
The Access Group launched the GPS team in 2011 after recognizing an opportunity to advise and provide insight into a challenging area of reimbursement within government channels (Medicare/Medicaid), as well as to help clients understand the potential impact of healthcare reform and trends in provider organizational models like the patient-centered medical home. Under the leadership of Richard G. Stefanacci, DO, MGH, MBA, AGSF, CMD, a Health Policy Scholar for the Centers for Medicare & Medicaid Services and Associate Professor in Health Policy for the University of the Sciences in Philadelphia, the GPS team understands the interconnectivity of the drivers of healthcare change and the areas of focus that will inﬂuence the ways in which payers structure insurance plans and in which providers and institutions manage patient care. With this extensive knowledge, the GPS team can offer a vast array of services, from building basic knowledge about the Affordable Care Act to giving clients access to the resources to improve leadership, sales and marketing planning and activities.
A PATIENT-CENTRIC APPROACH: Health Behavior Group
Jessica Brueggeman, VP MicroMass Health Behavior Group
In today’s world, pharma marketers need to shift away from the traditional product-focused mindset to a more robust patient-centric orientation, and MicroMass recently formed its Health Behavior Group (HBG) to provide exactly this type of service model. HBG is a strategy and consulting practice that guides its healthcare clients to become agents of behavior change by helping pharma marketers translate the value of products to patients. One of the division’s more powerful products is the Behavior Framework, which identiﬁes the key levers for optimizing customer behavior and experience. It also includes an “action map” for how brands can leverage the framework to inform existing and planned marketing efforts. For example, the product was used to develop a global framework for a women’s health product where it identiﬁed common behavioral drivers that crossed cultures and geographies. This allowed for the development of education materials that could be rolled out across seven markets based on the common framework and also adapted to local cultures.
PROBLEM-SOLVING PROTOTYPES: iQ
Tyler Durbin, Marketing Manager, iQ
iQ, the innovation lab of GSW Worldwide, launched earlier this year with a renewed focus on developing rapid product prototypes that address the ever-changing demands of the healthcare marketing world. The group offers solutions across multiple categories, including sales rep tools, patient education and adherence, healthy living, and analytics. iQ.fluent, a web-based education tool that lets patient educators create personalized booklets for patients is one of iQ’s most recent products. The tool was created to address an alarming problem: According to research by The Schwartz Center for Compassionate Healthcare, 75% of patients believe they walk out of their doctor’s office without the appropriate info to explain their illness or treatment. Not only does iQ.fluent offer a solution to that problem, but it also provides an avenue for brands to actively get involved. Pharma companies can upload branded or unbranded materials to the tool to allow patient educators to choose the most relevant information for their patient. iQ.fluent has been tested in the field and is considered an in-market solution ready for implementation.
DELIVERING BRAND MESSAGES: E-Prescribing/EMR Division
Mark Heinold, President
Few things have affected the day-to-day practice of medicine
in the physician’s office as much as the recent surge in the use
of electronic medical records and e-prescribing systems. LDM
Group’s E-prescribing/EMR Division has become a leader in
this new channel of communication, producing innovations and
services for both physicians and patients that others thought
were impossible to deliver.
Through LDM’s proprietary systems, brands and companies
can display messages on the screen of a physician’s device as
they create the patient’s prescription. These messages can’t
interfere with the physician’s prescribing decision, but they
can help the physician keep a favored brand in mind. The
company can also deliver information directly to patients via
printed communications during the office visit or email or
text messages. These programs are proven to both increase
the likelihood a patient will start therapy and help the patient
Approximately 80,000 providers use LDM’s technology today,
which will increase to well over 140,000 in 2013 when providers
already contracted begin service.
REVOLUTIONIZING EYE CARE: Nicox Ophthalmic Diagnostics
Jason Menzo, Director, Marketing
Currently, eye care professionals diagnose without the use of routine laboratory testing. Instead they use patient history and clinical signs and symptoms to determine treatment. Without in-ofﬁce tests, they often treat empirically, which can lead to unnecessary prescription use and a potential for antibiotic resistance and increased spread of disease. Nicox is planning to change the game of ophthalmics through its new Nicox Ophthalmic Diagnostics division, which will help eye care professionals more effectively identify, diagnose and manage patients with certain eye conditions. By launching a new international commercial eye care franchise through this division, Nicox will provide eye care specialists with cutting-edge diagnostics, therapeutics, devices and services. It could also provide overall relief in more ways than one. Studies show that empirical treatment can also lead to an unnecessary economic burden to the eye care community. With the launch of accurate in-ofﬁce diagnostic tools, Nicox Ophthalmic Diagnostics aims to shift the behavior of empirical treatment toward evidence-based diagnostics for improved patient care.