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The Pulse of the Pharmaceutical Industry
|Active business clients||12|
|Brands by 2013 sales|
|Brand-product accounts held||24|
|$50 million – $100 million||1|
|$100 million – $500 million||4|
|$500 million to $1 billion||6|
|$1 billion or more||3|
|Integrated online and offline solutions for professional, patient, and consumer audiences||65%|
Merck & Co.
Merck Vaccine Division
National Cancer Institute
National Hemophilia Foundation
Thalassemia International Federation Vertex
It’s been a growing year for JUICE, not only in terms of our greatly expanded client roster but also in the expansion of our agency offerings,” says Lois Moran, managing partner, CEO of JUICE Pharma Worldwide. “Our current AOR assignments are now evenly divided between healthcare consumer and healthcare professional – providing the perfect vantage point to leverage the power shift of influence that today’s consumers have over their own healthcare decisions. Our job is to help engineer the conversation from both the physician and consumer sides in a way that will ultimately result in brand choice.”
JUICE’s expansion is reflected in the opening of its San Francisco location, established to address the needs of biotech companies on the West Coast that could benefit from having a greater selection of easily accessible, full-service global healthcare agencies. “So many West coast clients have had to manage with a ‘virtual agency team’ provided through their East Coast agency,” says Lynn Macrone, managing partner, chief creative-strategic officer. “At JUICE, we’re all about delivering service with extraordinary care, and that means providing a local team to take meticulous care of our client’s business – from award-winning creative and digital mastery to world-class strategy and account services – all just minutes away.”
In 2013, JUICE expanded its client/account roster, being awarded agency of record assignments across a range of therapeutic categories that include the consumer AOR assignment for Spiriva in asthma from BoehringerIngelheim Pharmaceuticals; the healthcare professional AOR assignment for SandostatinLAR in carcinoid syndrome from Novartis Oncology; the consumer AOR assignment for Ubera in vitamin supplementation from ProPharma; and the consumer/healthcare professional digital assignment for Kalydeco as well as Corrector/VX809, both in cystic fibrosis, from Vertex Pharmaceuticals.
Through the JUICE Global Network, the agency now has two new centers of excellence that enhance its growing and diverse portfolio. Pulp is the strategic consulting arm of the network, addressing marketing challenges that may fall outside the purview of more traditional agency of record assignments.
Executives say Pulp deploys specialty consultants to position, brand, and develop message platforms that optimize communications for new business units, corporate identities, and category franchises. Pulp strategists guide the process of achieving consensus on critical brand milestones through a wide array of strategic-creative workshops attended by all global stakeholders. And through its proprietary 10X Insight Research, Pulp identifies appropriate research tools and methodologies that unearth the customer insights that fuel meaningful messaging and impactful creative.
According to Macrone, “Our roots for Pulp run deep in behavioral science, applying exponential insight mastery to affect real change toward brand preference among customers.”
Executives say another welcome addition to the JGN family is Emerge – a center of innovative excellence with a mission to explore the emerging trends and technologies that can break through the clutter, and effectively reach and motivate customers into action. Whether it is helping brands launch a worldwide developer’s challenge or integrating with electronic health records throughout Latin America, Emerge aims to create uncontested digital channels that meet even the most ambitious marketing goals.
In support of this continued expansion, JUICE has invested in STUDIO JUICE, an in-house video, commercial, and photography production studio, creating core content to be used over multiple channels including Web, mobile apps, broadcast, interactive video, tablet, and print. According to Forrest King, managing partner, chief innovation officer, “STUDIO JUICE helps us deliver the highest-quality content produced in the most efficient way possible. We start by thinking through core content and all of its potential applications, then identifying the most dynamic platform-correct vehicle to disseminate that content across channels. It’s all about starting at the source.”
The global reach of JUICE Pharma Worldwide extends across every major market in the Americas, Europe, and Asia-Pacific regions – encompassing pharma-savvy agency partnerships in the United Kingdom, Germany, France, Spain, Italy, China, Japan, Brazil, Costa Rica, and Mexico. The JUICE Global Network also offers global strategic alliances across multiple disciplines that include scientific education, multicultural, payer, public relations, and global policy. Also, as a long-standing member of Worldwide Partners Inc., JUICE offers the wide-sweeping resources of the largest independent agency network in the world, with 85 member agencies across 51 countries.
JUICE embraces the challenges of an industry that is becoming increasingly focused on multiscreen integrated communications, through established expertise in the strategy, development, sharing, and curation of relevant content that inspires customers into action. Offering the in-house advantage of digital/content marketing experts across disciplines that include digital strategy, analytics, user experience, content development, and production, JUICE creates fully immersive customer experiences that amplify the benefits of a brand.
“We work within a perpetual beta context, continuously innovating and refining content as we learn more about our customers, what they’re searching for, what they respond to,” King says. “These exponential refinements in the customer experience contribute to better outcomes, especially when it comes to patient adherence.”
According to agency leaders, this whole-patient mindset points the future focus of JUICE in the direction of complementary medicine and wellness through health-based communications in support of lifestyle, nutrition, and overall patient compliance. “Technology opens up endless possibilities in support of the holistic needs of the healthcare consumer,” Moran says. “When targeted customers seek solutions beyond the prescription, we plan on being a part of that process.”
JUICE is especially dedicated to the cause of helping young people advance themselves to reach their greatest potential. JUICE hosts an agency day for the Young Women’s Leadership School of Harlem, and participates in career day for Little Flower Children and Family Services of New York. Employees rally in support of Operation Backpack, which distributes school supplies to children living in New York City shelters.
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