FCB Health: 2017

 

FCB Health
100 West 33rd Street
New York, NY 10001
Telephone: 212-672-2300
E-mail: [email protected]
Website: fcbhealthcare.com

 

Winner

Industry Person of the Year
Best Nonbranded Campaign

Finalist

Best Medical Device Campaign

 

Accounts
Account wins    16
Active business clients    26

Brands by 2016 sales
Brand-product accounts held    47
Less than $25 million    1
$25 million to $50 million    5
$50 million to $100 million    4
$100 million to $500 million     6
$500 million to $1 billion     8
$1 billion or more    7
Products yet to be approved/launched    8

 

Services Mix

Professional advertising*    45%
DTC/DTP*    35%
Medical education*    10%
Managed care*    7%
Media planning*    3%
*Includes Digital/interactive/CLM

 

Client Roster

AbbVie
Allergan
Amgen
Astellas
Bayer
Boehringer Ingelheim
BTG
Crohn’s & Colitis Foundation of America
Endo
Galderma
Genentech
Gilead
Ironwood
Janssen
Keryx
Lexicon
Medivation
Mylan
Novartis
Pfizer
Pharmacyclics/Janssen
Sandoz
Sun Pharma
Takeda
Teva
Valeant
Vivus

 

 

“When FCB Health was founded with 16 people in 1977, little did we know that 40 years later we’d be one of the largest and most successful healthcare agencies in the world, with more than 1,600 people leading the way in innovation, technology, behavioral science, data, and creativity,” executives say.

“It’s hard to believe how far we’ve come in 40 years,” says Dana Maiman, president and CEO of FCB Health. “And while we look back and recognize those accomplishments, we’ve never been known to be satisfied with the status quo. Our ‘Never Finished’ philosophy keeps us looking forward to the future – to find even more ways to help propel our clients’ brands to dominance and our people to prominence.”

The Year’s Accomplishments

“We’re proud to share some numbers,” according to agency management. “We’re honored to add 22 new AOR assignments to our brand and client roster. We’re honored to be joined by over 80 new team members to bring our total to almost 900 at our main office on 33rd Street, and to more than 1,600 across our network. (We’re also proud that 15 team members returned to FCB Health after short stints at other agencies.) We’re honored that our teams have been recognized in the industry as leaders in social media, community management, engagement planning, health literacy, scientific services, mobile, content creation and digital production. And we’re honored to have been recognized by our peers as a creative leader, as we were named “The Best of the Best” by the Creative Floor and “National Healthcare Agency of the Year” by the Global Awards among the more than 100 awards that we received last year.”

Management says  among the agency’s new business wins, FCB Health expanded relationships with many current clients, including adding AOR assignments from Novartis (AHF), Galderma (skin care, aesthetics; HCP and DTC), Janssen/Pharmacyclics (oncology), Johnson & Johnson (HIV), Sandoz (MS), and Amgen (bone health). The agency also won assignments from new clients including Valeant (psoriasis), Endo (rare diseases and men’s health), and Pfizer (atopic dermatitis; HCP, DTC, and social). “When you are entrusted with over 20 new assignments a year, every year, for the past 10 years, that says a lot about how our clients feel about our ability to deliver every single day,” says Mike Guarino, executive VP and chief strategy officer.

Structure & Services

“Being Never Finished” also means creating multiple new offerings to best serve our clients’ ever-growing needs,” agency leadership says.

In 2016 the agency launched FCBVIO as a whole new way to manage clinical trials and recruitment. FCBVIO takes a holistic approach to patient engagement, addressing root cause issues that are the true underpinning of enrollment and retention delays. To test its thinking, FCBVIO entered and won the 2016 “Inspiring Hope” Ideathon with the social responsibility program idea as a way of crowdsolving low clinical trial participation.

To significantly improve the ways healthcare print, digital, and broadcast production are managed, the agency created a new end-to-end global production hub called Studio Rx. Studio Rx specializes in healthcare communication tools, from broadcast video and animation to digital IVAs to traditional print and brochures, with a focus on quality, and delivers efficiency using people, process, and automation.

 “We recognized that most decoupled studio offerings didn’t understand the complexities of healthcare advertising,” says Graham Johnson, executive VP, product development. “So to ensure the best quality for our clients, we decided to create a best-in-class offering from the ground up.”

2016 also saw the expansion of offerings in branding, brand architecture, branding systems, and naming with the launch of TBD (The Branding Department). Executives say TBD is a fully dedicated branding company with over 25 full time designers, strategists, and naming experts.

“When we moved into our headquarters 15 years ago, little could we imagine how quickly we’d outgrow our space,” executives say. “That is true at FCB Health, as well as at Area 23, Neon, FCBCURE and Hudson Global.”

In 2016 the agency expanded its space at 33rd Street by about 20,000 square feet. “At Area 23, incredible growth propelled us to take an additional floor,” managers explain. “At FCBCURE, we have just completed a complete renovation of our 40,000-square-foot space. And we’re in the process of relocating Hudson Global to new space in Westchester County, New York.

“It’s very exciting to see our physical space grow as we grow,” says Rich Levy, chief creative officer. “New space allows us to create specific areas to expand capabilities, like our focus group rooms and new motion graphics and 3-D animation studios, and provide a best-in-class working environment for our team members.”

The agency added new staff members in 2016. Bob Adsit, senior VP, creative director, joined from Grey NY. For the last 17 years, Adsit has been a creative leader in healthcare, overseeing the launches of seven blockbuster drugs, as well as 20 multichannel campaigns spanning 14 therapeutic categories. Along the way, he has won Art Directors Club Gold, Cannes, Effie Golds, AICP, PhAME, and twice won DTC National Campaign of the Year, and he’s also been inducted into DTC Perspectives’ DTC Hall of Fame.

Ken Lantz, senior VP, director of print operations, returned to FCB Health from Asheville Digital & Creative to integrate all of FCB Health’s print and studio operations for the entire network. In this role, he manages the day-to-day functions of the print studios and print production groups across the network. He is also leading FCB Health’s expansion into advanced technological pre-press and print process services.

Jeremy Lichtenberger, senior VP, strategic planning director, another FCB Health boomerang, is a seasoned strategist with almost 20 years of experience developing HCP and patient strategies.

Adding to the strength of the account management team are: Timothy Kuhlmann, senior VP, group management director; Aimee Nalepa, senior VP, group management director; Angela Busa, senior VP, management director; and Kristen Hyland, senior VP, management director.

Kuhlmann has more than 20 years of marketing experience and has played a key role in the launch of a variety of non-traditional Rx and OTC products. Nalepa has more than 15 years of pharmaceutical sales and marketing experience on both the agency and client side; she has been focused on oncology and has additionally launched products in the therapeutic areas of CNS, auto-immune, and hematology.

Busa, with 20 years of agency experience, has worked on major global pharma launches in Europe and the United States, and is currently based in San Francisco to service West Coast clients. Hyland brings more than 11 years of experience across U.S. and global assignments; prelaunch, launch, and rebranding efforts; prescription and OTC products; and a variety of therapeutic categories including oncology, women’s health, cardiology, dermatology, and ophthalmology.

According to agency leaders, “Being Never Finished also means creating new tools for the future. That was true 15 years ago when we began our transformation to all things digital, and it’s true today as we further expand our offerings in digital analytics and marketing science.”

Executives say The FCB Health Marketing Science team works closely with members of the account management, strategic planning, creative, and technology teams. “This approach facilitates a data-driven, scientific marketing implementation of strategies and supporting tactics,” executives add.

Management says FCB Health deploys this team in a complementary fashion, leveraging internal client analytical resources as well as third-party partners, acting as consultants, integrators, or fully serviced analytical teams. Decision support provided by the team ranges from operational analytics, such as dashboards, performance measurement and optimization, and data visualization, through advanced analytics and CRM strategy. Advanced analytics can consist of business case development, forecasting, predictive modeling, marketing mix modeling, and simulations.

Innovative applications of marketing science are manifest in the development of certain proprietary tools and techniques, executives say. The team has developed a closed-loop marketing system, ARTi, an artificial intelligence built for pharmaceutical detailing. ARTi uses omnichannel data to predict and serve relevant content to individual end-users, such as healthcare professionals.

Future Plans

“As we continue to grow, the agency has become increasingly focused on employee development, as we understand our team members are Never Finished.”

According to agency leaders, employees, managers and peers now share real-time feedback via TalentSpace, FCB Health’s integrated performance management and development portal, and can access thousands of live and online courses to add to development plans and enhance specific skill areas. Over the course of 2016, almost 3,000 people engaged in more than 10,000 hours of training. Although a large majority of the courses are focused on the coaching relationship between employees and their managers, a full range of other topics are covered as well.

FCB Health also launched “The Well,” an initiative that brings wellness and togetherness to the workplace. “Our employees have access to workshops on topics ranging from healthy eating, exercising, mindfulness, and other stress-reducing techniques, as well as a host of other topics, and we are also launching our first-ever team-based training program to help employees tackle their fitness goals together,” executives say.

“The Well was a project that began as an employee initiative – that just kept growing and growing,” says Lisa DuJat, chief talent officer. “We’re happy to support the health and well-being of our team members – whether it’s through our on-site chiropractor and acupuncturist, or through projects like The Well – we want to live like we work – dedicated to health.”

“Add these new initiatives to our ‘First Friday’ lunch and learns, our weekly ‘Meet-Ups’ (which are live-streamed to our offices all over the world) to share best practices, and our continued dedication to diversity and inclusion, and you’ll find a culture that truly reflects our Never Finished philosophy,” executives say.
Agency leadership believes that FCB Health “is poised for the next 40 years.”

“At FCB Health, we’re very proud of the work we’ve done over the past 40 years,” executives say. “We’re proud that Med Ad News has named us Most Creative

Agency four times and Agency of the Year twice. We’re proud of the people who have been with us for years, the people who have just joined (and rejoined), and the friends that we’ve met along the way. But being Never Finished means that we don’t look back for too long. Now it’s on to the next 40 years. The next innovation. The next great hire. The next seamless launch. The next patient life saved. Happy anniversary, FCB Health. Here’s to many more.”

Philanthropy/Citizenship

FCB Health has a long history of giving back, agency leaders say.

“The proceeds of our in-house coffee bar are donated to charity every year, and our teams consume a lot of caffeine,” executives say.

Tom Kelly, chief financial officer, says, “We believe that having a healthy environment means donating to specific charities and organizations. Giving back is an important part of our agency culture.”

In 2016, FCB Health supported Stupid Cancer, an organization whose mission is to empower those affected by young adult cancer by building community, improving quality of life, and providing meaningful survivorship through advocacy, research, support, outreach, awareness, mobile health, and social media.

Additionally, three FCB Health team members ran the NYC Marathon and raised more than $15,000 for Stupid Cancer. This year also saw the agency’s continued pro bono support of several clients, including the GMHA (an organization trying to end the ban on gay and bisexual men donating blood), the Crohn’s and Colitis Foundation of America, Citymeals on Wheels, and the TB Alliance (an organization trying to rid the world of childhood TB).

To further its commitment to patients with COPD, FCB Health has begun working with the COPD Foundation and the Dorney-Koppel Family Charitable Foundation to help spread the word about benefits of COPD rehabilitation.