5 Walnut Grove Drive, Suite 300
Horsham, PA 19044
Account wins 9
Active business clients 15
Brands by 2014 sales
Brand-product accounts held 30
$25 million or less 6
$25 million – $50 million 9
$50 million – $100 million 2
$100 million – $500 million 7
$500 million to $1 billion 1
$1 billion or more 1
Products yet to be approved/launched 4
Multichannel brand communications 75%
On Lok Lifeways
Roche Molecular Diagnostics
For Dudnyk, 2014 was arguably one of the most exciting and transformative years to date. With nine new clients, four new brand launches, and a multitude of new hires — a sense of growth, innovation, and change pervades the halls of Dudnyk, and the energy is palpable.
“2014 was a breakthrough year for Dudnyk,” says President Frank X. Powers. “We received some of the industry’s most prestigious awards, led launch efforts for multiple brands, and attracted top talent in the creative, strategic, scientific, and account disciplines.”
Moving forward, the agency will stay focused on doing what it does best — harnessing powerful insights to create motivating brand experiences for specialty physicians and their patients. “We have found a unique formula that allows us to take on any strategic challenge and answer it with scientifically sound, insanely creative solutions,” Powers says. “We plan to use and evolve this formula into the future to maximize brand impact on behalf of our clients.”
The year’s accomplishments
2014 saw the formation of successful partnerships with several new clients, including Lundbeck, Shire, and Onyx Pharmaceuticals, as well as additional brand assignments from existing clients such as Cubist Pharmaceuticals, Dentsply, Roche Molecular Diagnostics, and Jazz Pharmaceuticals. Dudnyk’s work ranges from anti-infectives to diagnostics to diabetes, with an increasing focus on orphan disease and oncology. Two patient apps were developed on behalf of Biogen for people and caregivers who are coping with multiple sclerosis. Also noteworthy in 2014 were the multiple new brand launches, beginning with Cubist’s methicillin-resistant S. aureus fighter, Sivextro, for acute skin infections. Next up was Northera, a novel treatment from Lundbeck for a debilitating complication of certain neurologic conditions called neurogenic orthostatic hypotension. And finishing up the year, the agency was active with the launches of Zerbaxa, another Cubist anti-infective drug for Gram-negative infections, and Captivate by Nupro, a tooth-whitening system from Dentsply.
Other campaign efforts focused on unbranded disease awareness, including an initiative for Jazz aimed at educating hematologic oncologists about the dangers of veno-occlusive disease, and an effort on behalf of Cubist to highlight the threat of rising bacterial resistance and the need for new antibiotic development. “Success for Dudnyk means that we fulfill our clients’ needs for flawless brand execution across all channels in a way that disrupts the market and changes behavior,” Powers says. “I feel we’ve accomplished that on multiple fronts this year.”
Exceptional growth led to new hires and promotions. The addition of industry veteran Heather Aton as chief innovation officer brought a new level of inspiration and leadership to the agency. Long-time creative partners Laurie Bartolomeo and John Kemble were elevated to senior VP, creative directors based on their track record of award-winning work and effective management of talent. Scott Harper took on the newly formed role of VP, client services and operations to guide the agency as it evolves and refines its offerings. “I have confidence in our leadership team and their ability to help grow our business and mentor our staff,” Powers says.
Industry recognition was also at an all-time high in 2014, as the agency was honored to be named Med Ad News’ 2014 Most Creative Agency and MM&M’s Small Healthcare Agency of the Year, and to be ranked 15th among the Best Places to Work in Pennsylvania. “This triad of honors sums up what is most important at Dudnyk,” Powers says. “Delivering attention-grabbing creative based on key strategic insights is why we come to work every day. Having a thriving culture that encourages employee satisfaction is what makes it fun.”
Structure and services offered
Leaders say Dudnyk is a full-service agency that specializes in creating motivating brand experiences for specialty physicians and their patients. Agency expertise includes brand strategy and positioning, brand identity, messaging and campaign development, launch planning, digital strategy and development, analytics, content marketing, video, and user experience design.
Powers says Dudnyk is poised to have another banner year in 2015.
“Moving forward, the agency will stay committed to providing best-in-class strategic solutions and powerful, motivating creative work that exceeds our clients’ expectations,” he says. “We will also continue to encourage employee growth and professional development with ongoing training and initiatives, as well as expand upon our current scientific and technical capabilities.”
Additionally, Dudnyk leadership is looking to expand the agency’s specialized services in several areas affecting business, including patient education, advocacy, and retention.
Dudnyk continues its practice of giving back to the community on both a national and local level.
The agency is an annual sponsor of the March of Dimes for premature babies, the Pathway School for learning-disabled children, the Coco Foundation for families affected by pediatric cancer, and LEADERSHIP Philadelphia, a local organization focused on connecting private sector executives to the community via service initiatives.
New philanthropic efforts this year included helping raise funds for the Philadelphia chapter of The Dude Hates Cancer, a unique group that urges fans of The Big Lebowski to donate to The Leukemia & Lymphoma Society, as well as efforts on behalf of the Ronald McDonald House, which provides food, housing, and support for families of children treated at The Children’s Hospital of Philadelphia and St. Christopher’s Hospital for Children.
Additionally, all employees were encouraged to “Pay It Forward” during the holidays when they received cash with one simple stipulation: to pay it forward without expecting anything in return.
“The initiative was a hit and started an unending chain of positive deeds intended to bring happiness to those around us,” executives say.