Entrée Health New York: 2017
Entrée Health New York LLC
220 East 42nd Street
New York, NY 10017
Telephone: 212-907-4300
E-mail: [email protected]
Website: entreehealth.com
Winner
Best Managed Markets Campaign
Accounts
Account wins 12
Active business clients 16
Brands By 2016 Sales
Brand-product accounts held 30
$50 million to $100 million: 1
$500 million to $1 billion 6
$1 billion or more 13
Products yet to be approved/launched 3
Services Mix
Access and reimbursement 100%
Client Roster
AbbVie
Acadia
Alcon
Bayer
Becton Dickinson
Clovis Oncology
DePuy Synthes
EMD Serono
Ethicon
Genentech
Merck
Novo Nordisk
Pfizer
Regeneron
Spark
Teva
Driven by a clear vision, Entrée Health New York continued its steady expansion in the past year, more than replacing two accounts with a mix of pitched and organic growth. President Andrew Gottfried attributes this to a winning combination: “We’re proud of having a leadership group that has one of the longest tenures in the market access agency world. This management stability is supplemented by our annually refreshed Clarity Council advisory board, our ever-expanding payer KOL network, and the promising new talent we are able to bring in as we grow.”
According to its leadership, the same can be said of the agency’s client roster. Year over year the agency has built on a core base of long-relationship clients, adding new accounts in increasingly important arenas such as gene therapy, rare diseases, companion diagnostics, and medical devices. As well, Entrée Health New York used this past year to carefully develop new market access services and offerings, to help broaden the way in to the healthcare marketplace for the brands they represent.
The Year’s Accomplishments
As with every year, the agency launched several important specialty products into the managed markets space as AOR, including Nuplazid (pimavanserin) for treating hallucinations and delusions associated with Parkinson’s disease psychosis and Rubraca (rucaparib) for treating advanced BRCA-mutant ovarian cancer. Agency assignments included value communication strategies and tactics to gain access and full patient/reimbursement hub development and communications.
According to executives, the agency has long offered a payer strategy development department, peopled with individuals who have experience on the payer or client side, as well as an extensive network of payer and practice manager KOLs. In addition, the Entrée Health Clarity Council is reconstituted annually to ensure of-the-moment market relevance. This year’s Council offers experts in health economics, specialty distribution, health policy, population health, and pricing & contracting.
Two new offerings were introduced in the past year, executives say. One is Inside Payer, a proprietary rapid-response tool that offers quantitative insights to gain virtually instant feedback from key decision-makers and influencers across a variety of market access customers. This has been developed in partnership with the data solutions arm of Omnicom Health Group, iVentures. The second is the agency’s Rx Waypoint Mapping, which is designed to identify the market access needs of a patient in relationship to a specific therapeutic area or brand, from product awareness and selection through benefits investigations, appeals submissions, and all the critical points in between. As Nina Manasan Greenberg, managing partner and executive creative director, explains, “our work is only as good as the access-relevant insights we base it on. So it’s critical to us to combine strong research with innovative communication strategies.”
According to its executives, the agency applies its vision to talent development as well, focusing on making excellence in diversity a strong way in to the agency. This past year continued the Entrée Heath commitment to the 4A’s Multicultural Advertising Internship Program, the AAF’s Most Promising Multicultural Seniors Program – where Greenberg spoke, and the 10th annual 4A’s AdColor conference, attended by Senior Project Manager Erich Otoba. As well, the agency will welcome their first PharmD fellow in 2017.
Structure & Services
The agency is led by Andrew Gottfried, president of Entrée Health. Creative Services are helmed by Greenberg. The core management group includes Lori Wood, senior VP payer strategy, Randi Baerson and Dina Steinfurth, senior VPs and client service directors, Megan Hall and Edie Pargh, senior VPs and group creative directors, copy, and Denise Dell’Olio, senior VP, creative director, art.
Two new senior leaders were named in the past year: Andy Heller, senior VP, management supervisor and Elisa Remoundos, senior VP, associate creative director, copy, who joined Patricia Cristol, senior VP, editorial director.
Entrée Health New York focuses squarely on strong communication strategy for the brands it represents. This ranges from strategic services and market access and reimbursement research to full tactical execution.
In addition to a strong focus on overall value proposition development, the agency has long had a specific expertise in the development and communication of healthcare economic information (HCEI) value message platforms, agency leaders say. According to Steinfurth, “it was gratifying to see years of HECON work recognized when the Novo Nordisk Reconsider Costs campaign was made a finalist for the Best Managed Markets campaign at last year’s Mannys.”
The agency has multiple strategic partnerships in U.S. and global market access. According to executives, Entrée Health’s strong combined offering with Hall and Partners further deepens the agency’s ability to glean the most incisive insights available to help payers, providers, and patients navigate all market access and reimbursement needs. As well, its partnership with Carson Analytics and iVentures has allowed the agency to develop an offering in payer predictive analytics. Baerson says, “We’ve found that our brands thrive when we bring together the perspectives of the experts.”
Future Plans
To provide the strongest insights into market access, executives at Entrée Health know it is crucial to constantly refresh and develop the agency’s network of global market access payer KOLs. The agency is taking a two-pronged approach to this. First, Entrée Health is actively finalizing several strategic partnerships with EU-based companies. Second, the agency is expanding capabilities through strategic alliances, in anticipation of clients’ near-future and long-term needs in market access.
Because the payer arena is constantly changing, every staff member undergoes a minimum of 10 hours of formal training through a program called Access Animals, agency leaders say. The curriculum for 2017 has been renewed with a specific focus on rare diseases, gene therapy, and specialty biologics. The Entrée Health Legislation Watch Group is also assigned with providing clarity on any newly proposed healthcare bills related to people having access to the healthcare they need.
Agency leadership is equally committed to growing their staff as future leaders. According to Hall, “I can’t overstate how important mentorship and training has been to my own growth. That’s why we don’t just teach market access content to our staff, but we recommit annually to our Sounding Board mentorship program and a four-class training module for new managers.”
After almost 20 years in midtown Manhattan, Entrée Health New York has outgrown its office space and moved in early April to a new Soho location. Executives say the staff is invigorated by their its surroundings.
Philanthropy/Citizenship
In addition to the usual vacation and personal days, Entrée Health gives every employee an annual Good Works Day, to give back to the community in whatever way he or she desires. The agency is also committed to supporting employee-driven initiatives. For example, before the 2016 holidays, the agency adopted a family through Toys of Hope, coming together to fulfill the Christmas wish list of a family in need. Most recently, in honor of #BeBoldForWomen on International Women’s Day, the agency put together kits designed to help homeless NYC women have confidence on upcoming job interviews. This effort benefited the clients of Women in Need, a shelter and resource center for homeless families in New York City.
Entrée Health continues to support local New York artists with art exhibits that change every quarter.
