Dudnyk: 2016
Dudnyk
5 Walnut Grove Drive
Suite 300
Horsham, PA 19044
Phone: 215-443-9406
Facsimile: 267-532-1021
E-mail: [email protected]
Website: dudnyk.com
Accounts
Account wins 7
Account losses 5
Active business clients 14
Brands by 2015 sales
Brand product accounts held 19
$25 million or less 3
$25 million to $50 million 2
$50 million to $100 million 1
$100 million to $500 million 2
$500 million to $1 billion 1
$1 billion or more 1
Services Mix
Multichannel brand communications 70%
Strategy 30%
Client Roster
BioBlast Pharma
BTG
CeQur
Chiasma
Dentsply Professional
Flexion Therapeutics
Jazz Pharmaceuticals
Lundbeck
Merck
Neuronetics
Promius Pharma
Shire
Sun Ophthalmics
Sunovion
Dudnyk continued its record of steady growth in 2015, according to agency leaders. The agency added seven new clients to its roster, hired 12 new employees, and secured AOR status for nine new brands that will launch in 2016 and beyond. “2015 was marked by new strategic partnerships, as well as expanded relationships with many of our key clients,” says President Christopher Tobias, Ph.D. “Our continued success is attributable to one thing, and one thing only – our clients’ trust in our ability to provide unparalleled strategy, science, and creative needed to create behavioral change in our industry.”
Remaining laser-focused on harnessing powerful insights to create motivating brand experiences for specialty physicians and their patients, Dudnyk continues to tap into key areas of expertise to create highly functioning, collaborative agency brand teams that truly deliver on a consistent basis, according to executives.
“Our people are talented and our culture is strong. It is why so many are attracted to our agency – and why so many stay,” Dr. Tobias says. “I couldn’t be more proud of our top-notch staff that works diligently every day on behalf of our clients.”
The year’s accomplishments
According to executives, Dudnyk expanded its orphan portfolio in 2015 with two major wins in rare disease. The agency was named AOR for Chiasma’s Mycapssa, the first and only oral somatostatin analog (SSA) for acromegaly, as well as for the orphan-focused biopharmaceutical organization, BioBlast Pharma. The client roster was also bolstered with the addition of Sunovion, Flexion Therapeutics, CeQur, Sun Ophthalmics (a division of Sun Pharma), and Promius Pharma.
Additional brand assignments also came in from current clients Shire, Merck, and Jazz Pharmaceuticals. The year’s new business wins and organic growth furthers the agency’s already extensive expertise in rare disease and oncology and sets the stage for five new product launches in 2016, executives say.
On the digital front, Dudnyk launched an unbranded, disease awareness campaign for Jazz Pharmaceuticals, created interactive core sales aids for Lundbeck and Shire, and relaunched HCP websites for Zerbaxa, Cubicin, and Sivextro – the anti-infective portfolio purchased by Merck this year.
The agency also further honed its strategic capabilities by completing a record number of positioning and brand workshops in 2015. “Our efforts require a true collaboration among account, strategy, science, creative, and digital,” Dr. Tobias says. “That collaboration is at the heart of our culture, and it is supported by agency leadership at all levels.”
Agency growth led to changes and expansion in agency leadership. Dr. Tobias, a 12-year Dudnyk veteran, was named president. After years of leading science, new business, and business planning and client relations, executives say Dr. Tobias has provided immeasurable benefit over the years to the agency and its clients and was a natural fit in his new role.
Laurie Bartolomeo, John Kemble, and Drew Desjardins were promoted from senior VPs to executive VPs, and Dan Zaksas, Ph.D., was promoted to senior VP, director of medical and scientific affairs.
“Laurie, John, Drew, and Dan have shown outstanding dedication over the years to our clients and colleagues and have helped fuel Dudnyk’s phenomenal growth,” Dr. Tobias says.
Dudnyk’s leaders believe the agency is on track to meet its driving vision: to be the most desired agency to work with – and work for – in the healthcare industry.
In line with this vision, Dudnyk was selected as one of the Best Places to Work in PA for the second year in a row. The annual survey and awards program is sponsored through a partnership of Pennsylvania governmental agencies and the Central Penn Business Journal. Dudnyk was recognized at the Best Places to Work in PA awards banquet in Lancaster, Pa. “The event’s theme of ‘Work Hard, Play Hard’ is certainly evident in the agency’s culture, as is its focus on work/life balance, family, and mutual respect and collaboration among employees,” executives say.
Structure and services
According to its leaders, 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 and measurement planning, content marketing, video, and user experience design.
Future plans
2016 should be another transformative year for the agency, according to executives. “Expanded services and an ever-growing client roster will drive progress and innovation as we continue to strive to deliver best-in-class strategic solutions and standout creative product,” leaders say.
“As the agency grows, we will look to expand upon our current scientific and creative abilities by hiring the best and brightest talent in the industry,” Dr. Tobias says.
Executives say Dudnyk will continue to invest in its talent through ongoing education and life-enriching opportunities. In 2015, Dudnyk was the lead sponsor for the first-ever Mental Health Digital Innovation Challenge and sponsored two employees, John Kennard, Ph.D., associate scientific director, and Michael Small, senior copywriter, in their presentation to Temple University advertising students looking to enter the healthcare marketing field.
“It is through the support of employee initiatives that we help maintain our tradition of long employee tenure at Dudnyk and ensure we do our part to help groom the next generation of up and coming healthcare marketers,” Dr. Tobias says.
Philanthropy/citizenship
As part of Dudnyk’s ongoing efforts to “pay it forward,” the agency supported multiple charitable organizations this year, both locally and nationally, executives say. Dudnyk remains an annual sponsor of the March of Dimes for premature babies; 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; 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. Additional activities included contributions to the Thursday Boys, a community service organization dedicated to mentoring children in Fort Worth, Texas, and America’s Tooth Fairy that delivers oral health education and care for at-risk children in our country.
“As always, the holiday season represents a busy time for Dudnyk volunteers,” executives say. “This year, food for the homeless in our area was collected on behalf of Philabundance, and employees showed their generosity for our four-legged friends in need with an outpouring of contributions to Wags Rescue & Referral.”
