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The Pulse of the Pharmaceutical Industry

HLG Health Communications 2015

Written by: | | Dated: Tuesday, April 28th, 2015

HLG Health Communications

1700 Market Street

Philadelphia, PA 19103

Telephone: 215-563-4461

Facsimile: 215-563-1148








Account wins 3

Active business clients 6


Brands by 2014 sales

Brand-product accounts held 16

$25 million or less 5

$25 million to $50 million 5

$50 million to $100 million 4

$100 million to $500 million 2


Services Mix

Strategic planning 35%

Print-professional/DTC 30%

Digital/interactive 25%

Market research 10%


Client Roster

Alliqua Biomedical


Epilepsy Foundation

GE Healthcare

Reproductive Medical Associates

Smith & Nephew

Strategic Product Solutions



Agency leaders say 2014 was an exceptional year for Philadelphia-based HLG Health Communications (formerly known as The Hal Lewis Group, Inc.). The agency introduced new clients, new employees, and, with that, new opportunities for growth and transition. “One of our agency’s biggest assets is the entrepreneurial spirit of our employees,” says David Winigrad, president. “We welcome the challenges that come along with evolution. They enable us to continuously grow, adapt, and ultimately improve.”

With more than 30 years of experience in the healthcare marketing scene, HLG has always been and remains independently owned, enabling the agency to offer a lean operational model and an uncomplicated, client-focused approach. “With our flexible staffing model, we can offer our clients expertly executed work in a quick and cost-effective manner,” says Jami Stover, VP, group account director. “Our business is all about giving our clients an excellent experience at a reasonable price.”

The year’s accomplishents

HLG was excited to add Reproductive Medicine Associates (RMA) at Jefferson and RMA of Central PA at PinnacleHealth to the client roster. The RMA network of fertility clinics is internationally recognized as a leader in highly successful and patient-focused infertility treatment. “RMA at Jefferson and RMA of Central PA at PinnacleHealth are welcome additions,” Winigrad says. “RMA truly diversifies our client base and creates an opportunity for us to explore more patient-centric marketing initiatives.”

Collaborating with Alliqua BioMedical, a Pennsylvania-based wound care company added to the client roster in 2014, the agency launched Biovance and will be launching a second product in late 2015. In addition, HLG is currently working with the company to rebrand and develop new campaigns for two other products, TheraBond 3D and sorbion dressings. “Alliqua BioMedical is continuously growing in the advanced wound care space,” Winigrad says. “We’re fortunate to be collaborating with a company that is immersed in advancing wound care and constantly developing and acquiring wound care innovations.”

HLG continued to work with long-time client GE Healthcare, based in Princeton. Initiatives in the past year included the commercial launch of Vizamyl, a radioactive diagnostic agent indicated for positron emission tomography (PET) imaging of the brain to estimate beta amyloid neuritic plaque density in adult patients with cognitive impairment who are being evaluated for Alzheimer’s disease or other causes of cognitive decline.

HLG and GE Healthcare collaborated on the development of a number of branding initiatives throughout 2014, including new campaign development for diagnostic imaging agent Omnipaque for Oral Use, for GE Healthcare’s network of radiopharmacies, and for GE Healthcare Pathology and Genomic services. The agency continued to support the company’s diagnostic imaging portfolio, including AdreView, DaTscan, Optison, and Visipaque.

HLG Health Communications not only added new clients, but also introduced two new employees to the staff. Steffy Barrionuevo has been brought on as account executive. Her main focus will be new clients RMA at Jefferson and RMA of Central PA at PinnacleHealth. Additionally, former HLG employee Glenn Stevens returned as creative director, art. “There are rare occasions when rejoining a former company is the right thing for both parties. I was ready to come back to an entrepreneurial structure,” Stevens says. “HLG has the same foundation of smart, driven people with a team-first attitude. I’m excited to collaborate on strategy and invent for our current and future brands.”

Structure and services

HLG’s spinoff company, Centric Infographics – a collaboration of Winigrad and two colleagues, Maureen Winigrad and John Griffith – also experienced growth in 2014. With offices in Philadelphia and Boston, Centric offers clients infographics that are fully optimized and coded to achieve and sustain top search engine ranking. “These infographics are great in that they take highly complicated information and are able to communicate it in a way that is clear and easy to understand for a variety of audiences,” Winigrad says. “There are limitations to print, but with the sharing mentality of social media, digital can go a long way, and visibility is drastically increased.”

An example is Centric’s collaboration with the Epilepsy Foundation. The educational infographic titled “Managing Epilepsy & Seizures: Facts to Help Keep You Safe” maintains the number one Google ranking for the search term “managing epilepsy” and had over 375,000 Facebook views in under one year. Due to its success, Centric and the Epilepsy Foundation are collaborating on a new infographic for 2015. “We are really excited to be working with the Epilepsy Foundation on a follow-up infographic highlighting the risks associated with Sudden Unexpected Death in Epilepsy (SUDEP),” says Maureen Winigrad. “This infographic will be a successful way to communicate this critical message to the community.” Also in 2014, Centric Infographics added Strategic Project Solutions (SPS), Inc. as a new client.

Biologix Communications & Research, a division of HLG, continues to provide additional value to the agency’s clients with its state-of-the-art, online, professional and consumer market research. “We are very pleased to be able to offer our clients a cost-efficient and time-saving approach,” says Jami Stover. “This approach is still able to deliver high-quality and actionable market research results in a shorter timeframe and at a great price point.”

HLG Health Communications focuses on mid-size pharma, biotech, and healthcare brands, and will continue to do so in 2015. The agency’s size and staffing model offer a number of client-driven advantages, including always having professionals who have spent long careers in advertising and healthcare hands-on with the work. The agency’s independence enables a culture that is dedicated to great work and successful, long-term client relationships. “Our approach is uncomplicated, and our goal is to always have a happy client,” Winigrad says. “If our client is unhappy, we haven’t done our jobs effectively. We strive to do whatever it takes to deliver.”




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