Entrée Health Princeton: 2017
Entrée Health Princeton LLC
210 Carnegie Center, Suite 200
Princeton, NJ 08540
Telephone: 609-936-5600
E-mail: [email protected]
Website: entreehealth.com
Accounts
Account wins 3
Active business clients 6
Brands by 2016 sales
Brand/product accounts held 5
$50 million to $100 million 1
$100 million to $500 million 1
$500 million to $1 billion 1
Products not launched yet 3
Services Mix
Access and reimbursement 100%
By channel
Print 70%
Interactive 30%
Adaptation and growth were the key themes in 2016 for Entrée Health Princeton, executives say, who add that the market access agency continued a trajectory of attracting clients looking to find a way in for their products to reach patients and providers.
“Those themes permeate the everyday business of the agency,” management says.
According to Entrée Health’s leaders, recent wins have leveraged the agency’s abilities to launch specialty products in everything from rare diseases to oncology. Partnerships with technology partners within the agency’s Omnicom network fed growth in digital work in 2016. And the agency leadership team was reinforced with the addition of industry veteran Charles Scammell as senior VP, payer strategy; and Cora Meese as senior VP, management supervisor. They joined Jason Dineen, senior VP, group creative director, copy, who has been with the agency since it opened its doors in 2013. In addition to the Princeton leadership team the agency is led by Andrew Gottfried, president of Entrée Health.
The Year’s Accomplishments
Introductions through Omnicom partnerships sparked some of the agency’s new account wins, according to executives.
The Princeton-based office of Sun Pharmaceuticals is one such addition “that plays to our strengths,” Scammell says. “While we are happy to engage clients at any stage in their brand’s life cycle, we’re ideally suited to partner as early as possible. Working side-by-side with Sun in the pre-launch phase for tildrakizumab, mining for strategic insights, anticipating market shifts – this will help ensure we’re on target when we introduce the brand.”
Executives say another new client in Princeton (but not new to Entrée Health as a whole) is Genentech, in advance of the launch of emicizumab for hemophilia. “The agency leveraged previous experience with the San Francisco manufacturer, coupled with innovative thinking to drive the development of value and reimbursement strategic communications for this highly anticipated new entrant to the hemophilia market,” executives say.
Rounding out the win column for Entrée Health is a recent engagement with Pennsylvania-based Egalet, a specialty manufacturer with a portfolio of acute and chronic pain products aimed at reducing the likelihood of prescription opioid abuse. “We’ve always believed that conversations about access are fundamental to healthcare decisions,” Meese says. “And it couldn’t be more important right now to join the national conversation about treating pain in a responsible way. We’re honored to partner with a company that will help push that movement forward.”
Structure & Services
Entrée Health Princeton is solely dedicated to market access, focusing squarely on strong communication strategy for the brands it represents, according to its leaders. This ranges from strategic services and market access and reimbursement research, to full tactical execution, training facilitation, data analytics, and digital partnerships, executives say.
Two new offerings were introduced in the past year. 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, managers say. “This has been developed in partnership with the data solutions arm of Omnicom Health Group, iVenturesHealth,” executives say.
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, executives say.
“There’s an ongoing evolution of the question: What is value for payers, physicians, and patients?” Scammell says. “The tools at the agency help us bring the question into sharper relief.”
A recent PharmD graduate will join the Princeton agency in 2017 and bring another perspective in house, part of a new Omnicom Health Group fellowship program, executives say.
“There’s enhanced strategic thinking across every department at the agency,” Dineen explains. “As more market access clients are integrated more closely with their professional and patient colleagues, our thinking needs to stretch across that spectrum. From media choices, to the way our work looks and sounds, it’s always an exciting challenge to find a way in and drive the conversation.”
According to leadership, the agency doubled down on its internal development in 2016. “The addition of Scammell (a frequent speaker on healthcare reform) fit right in with an expanded staff-training plan,” management says. “Agency work in the ‘classroom’ helped sell clients on Entrée-developed training sessions for account and sales teams. At the same time, training sessions from the payer agency were offered to sister agencies in other channels across the Omnicom network, all of whom stood to benefit from insights on the changes developing in the market access landscape.”
Executives point to the agency’s Clarity Council advisory board, a network of payer KOLs, and visiting guest speakers on population health, value frameworks and health economics, which helped round out the year’s “Access Animals” training curriculum.
Future Plans
A continuing focus will be on collaborating with partners within the Omnicom Health Group. Agency leadership points to planned digital, data analytics, and public relations efforts with Omnicom agencies in 2017. “There’s no end to the potential combinations,” Gottfried notes. “The result will be much stronger, more comprehensive value propositions for brands.”
Additionally, Entrée Health is expanding capabilities through strategic alliances, in anticipation of clients’ near-future and long-term needs in market access, executives say, adding that on the global market access front, the agency is actively finalizing several strategic partnerships with EU-based companies.
Philanthropy/Citizenship
In addition to the usual vacation and personal days, every employee is given an annual Good Works Day, to give back to the community in whatever way he or she desires, executives say.
“Driven by the interests of the New Jersey- and Pennsylvania-based staff, Entrée Health Princeton closed the agency for a day in 2016, as the staff pooled its dedicated service day to work en masse at Philabundance, the largest hunger relief organization in the Delaware Valley,” managers say.
