McCann Healthcare
622 3rd Avenue,
New York City, NY
Phone: 646-742-2100
Website: mccanrcw.com

Accounts
Account wins    6
Active business clients    9




Brands by 2015 sales
Brand-product accounts held    9

Services mix
Healthcare communications    100%


In 2015, McCann RCW was rechristened as McCann Healthcare, heralding the completion of a process that began with the agency’s move to the McCann Worldgroup headquarters in 2014. Executives say the name change speaks to a newfound stability as the agency now sits firmly within the McCann Health network while maintaining the independent spirit that has been its calling card since its founding in 1997. As President Susan Duffy put it, “In 2014 we committed to more fully integrate with McCann. The name change signifies the end of that transition, but also enables us to look ahead to new changes as our evolution continues.”

The year’s accomplishments   
Three distinct factors drove McCann Healthcare’s success in 2015: improved capabilities (both internally and in the form of shared services); improved relationships and organic growth from existing clients; and a continued commitment to creative excellence, according to executives.

“Nowhere were the benefits of improved network integration more evident than in a massive new business win in women’s health at the end of the year,” executives say.

The pitch involved intensive integration with McCann partners in Europe, Latin America, and Asia, as well as collaboration with McCann HumanCare for consumer and Weber Shandwick for public relations. Executives say the final presentation effectively highlighted the network’s expertise in professional, direct-to-consumer, and PR contexts. Addressing this collaborative spirit, Colleen Hindsley, executive VP, director of client services, noted “We always say, no matter where you are in the world, ‘we all speak McCann.’ Our network is composed of real people in real offices around the world – and we’ve built solid relationships with our colleagues by working together for a number of years. We are all united by common goals, values, and processes.”

According to agency leaders, McCann Healthcare’s insatiable curiosity and ambition leads the agency to pursue new business opportunities in diverse and unexpected markets. In 2015, this was epitomized by a new business win from Vertex Pharmaceuticals. The Boston-based cystic fibrosis pioneer awarded McCann Healthcare the business for one of its promising pipeline agents, expanding the agency’s reach in the rare disease space. This victory was complemented by a new relationship with Nestlé, highlighting the agency’s impressive range, from specialty clients to major health and wellness companies. Chief Creative Officer Dan Hassan assessed the impact of this diversity on the agency’s creative output: “Our creative teams really benefit from working with such a wide variety of clients. It’s helped us become more nimble and imaginative, and it shows in the work.”

Alongside these new business wins, McCann Healthcare remained dedicated to developing the brands already on its roster, executives say. Of particular note was a creative makeover for the industry publication The Medical Letter. “Capitalizing on the brand equity the publication has built in its nearly six decades of existence, McCann Healthcare helped to leverage the credibility of The Medical Letter to evolve its identity and more fully embrace digital channels,” executives say.

Another site of organic growth with an existing client came from one of McCann Healthcare’s longest-standing clients, Boehringer Ingelheim. With the launch of Praxbind, a reversal agent for Pradaxa, the agency seized the opportunity to change perceptions not only about Pradaxa but about novel oral anticoagulants and stroke prevention in general. Following the Praxbind launch, McCann Healthcare expanded its responsibilities with Pradaxa to include more digital projects, congress tactics, and a customer relationship management initiative, executives say.

Looking inward, McCann Healthcare made great strides to promote the individuality of its employees, enabling the agency to maintain its own spirit while it thrives as a proud member of the McCann Health network, agency leaders say. “This independent spirit is exemplified by frequent musical performances from several bands made up of agency employees, as well as the innovative, original artwork displayed on the lobby chalkboard,” executive say.

Additionally, McCann Healthcare continued to build on its mission to “Create a Healthy Future” by providing healthy snacks every day and holding Zumba classes in the office. As newly appointed Senior VP, Director of Strategic Planning, Ujwal Pyati, Ph.D. put it, “We value others who enjoy being themselves. We really believe that our sense of individuality drives our accomplishments as an agency.”

Future plans
During 2016, McCann Healthcare plans to focus on developing its homegrown talent, while keeping an eye out for others who can embrace the agency’s independent spirit, management says. The hiring of Ben Wills as executive VP, managing director, to lead account services in partnership with Hindsley, along with Pyati’s promotion to lead strategic planning, has helped in fortifying current client relationships while emboldening McCann Healthcare to continue to embrace new business challenges. According to McCann Healthcare leadership, the agency will look to continue to excel in specialty and rare disease states while remaining open to an array of new opportunities.

Philanthropy/citizenship
Oncology has always been an area of expertise for McCann Healthcare, and in 2015, the agency formed a partnership with CancerCare to promote the CancerCare thrift shop in Manhattan. “The provocative creative campaign has helped drive traffic to the shop and inspired members of the agency community to donate their own high-end clothing and fashion accessories to support the cause,” executives say. “Their passion for the initiative ultimately led the team to bring the experience to the McCann offices in the form of a pop-up shopping event for the broader network that culminated in extensive social media sharing, generating even more funding for a worthwhile cause.”