RealityRx Communication 2014

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28 Worlds Fair Drive
Somerset, NJ 08873
Telephone: 732-507-7455
Facsimile: 732-805-0637
E-mail: [email protected]
Website: realityrx.com

Quick Facts

Accounts  
Account wins 7
Account losses 1
Active business clients 6
Brands by 2013 sales  
Brand-product accounts held 14
$25 million or less 4
$25 million – $50 million 4
$50 million – $100 million 4
$100 million – $500 million 1
$500 million to $1 billion 1
Services Mix  
Interactive, web, and digital 50%
Professional advertising and promotion 40%
Patient/consumer advertising and promotion 10%

Client Roster

Bracco Diagnostics
Celgene
Celsion
Croma Pharmaceuticals
Integra LifeSciences

The reality of technology in today’s healthcare universe is that it’s most effective when it seamlessly connects pharmaceutical professionals, physicians, and patients in an intelligent, concise way. Keeping up with changes in the marketplace and ever-evolving communication channels requires a unique synergy of creativity and expertise, and executives say RealityRx leverages its advantages as a “global healthcare boutique” to respond to these demands with keen market perspective, technological proficiency, and a user-centric experience.

At the forefront of all things digital, RealityRx has been developing impactful communications for clients since its inception in 2008, according to executives. The independent agency celebrated five years of steady growth in 2013, taking advantage of the evolution occurring in the marketplace by skillfully and innovatively using technology to attract like-minded, compatible pharmaceutical companies as partners.

Partners Jonathan Male and Bob Karczewski have dedicated the RealityRx team to developing strategic creative solutions that maximize client goals in today’s market.

“The synergy we bring to understanding our client’s brand situation while integrating the latest technology is a focus for us, and paramount to achieving marketing goals and reaching customers,” Karczewski comments.

Integrating today’s most advanced communication technologies, onsite digital and post-production capabilities, an intercontinental network, and a team of professionals with global expertise keep RealityRx at the center of excellence, agency leaders say. From Somerset, N.J., to Philadelphia, Pa., to a satellite office in Rome, Italy, the RealityRx network combines cutting-edge digital capabilities with a fundamental pharmaceutical and marketing understanding. According to executives, the agency’s expertise has allowed it to produce more than 40 healthcare related apps across multiple platforms that drive brand engagement.

“Fusing award-winning creative talent with cutting-edge technology, our communication capabilities span the spectrum of possibilities,” Male says. “We maintain a right-sized, nimble structure that benefits our clients’ need to manage their bottom line.”

“From strategic creative brand and corporate campaigns to sophisticated tactical ideas to expertly designed apps, traffic-generating digital ads, and engaging SEO optimized websites, RealityRx gives you ‘the right dose’ of what your brand needs to achieve success in the reality of today’s market,” executives remark.

The Year’s Accomplishments

Leaders say 2013 was a year of continued success for RealityRx as the agency expanded its global strategic partnerships and added new clients to the roster, including oncology-focused Celgene and Celsion Biotech. IntegraLifeSciences recruited RealityRx to rebrand the company’s key offerings, including its dural graft franchise, DuraGen, and DuraSeal, the first and only FDA-approved cranial and spinal dural sealant.

Through its long-term successful relationship with Bracco Diagnostics Inc., RealityRx expanded on its cohesive franchise brand strategy developing and launching several new campaigns at RSNA, including Nexotm contrast support software represented by a unique brand character, EmpowerCTA+Contrast Injection System’s “Touching is Believing” campaign, and a re-launch of Isovue via the “CONTRASTABILITY” campaign. Executives say the highlight of the past year’s collaboration with Bracco was the development of a highly interactive iOS EVA to unify product offerings, provide feedback analytics, and elevate communication between sales force and customers. In addition, this partnership has also led to the assigning of Bracco’s barium franchise.

Executives say at the core of RealityRx is an experienced understanding of brand campaign principles and the importance that a unique creative concept brings to the establishment of a company or product identity. Agency leaders point to the MedThinkSciCom “Fresh Perspective” campaign as a prime example of this, saying it put a visually interesting spin on a familiar metaphor that crystalizes the company’s medical education message and uses a striking, iconic symbol to distinguish it from competitors. The campaign is located at medthinkscicom.com.

The RealityRx team worked closely with the Celgene Brand Team to develop an intuitive advanced app that enhances the dialogue between multiple myeloma patients and caregivers. The app, “Tracking My Multiple Myeloma,” is available for download on Apple and Android devices. Although its digital capabilities are advanced, the app’s design is demographically targeted and age-appropriate, allowing patients to easily track symptoms, set appointment reminders, and access information pertinent to their condition. This digital tool enables patients to take a more active role in their healthcare, enhancing the value of the pharmaceutical brand, agency leaders say.

RealityRx launched several new ophthalmology products for Croma Pharmaceuticals, representing the advent of the company’s expansion of quality eye health products in the United States and abroad, including Cornea Protect, Eyefill family of viscoelastics, and Eyecee One.

In the last half of 2013, RealityRx worked closely with Celsion Biotech to reposition its brand’s image and core message. As a part of this process, a comprehensive EVA iPad app was developed that houses all clinical articles and videos, providing an easy, accessible tool for Celsion’s management team.

Structure And Services

RealityRx is an independent agency, privately owned and operated by managing partners, Jonathan Male and Bob Karczewski. Executives say the agency offers “C Suite” expertise in the broadest range of domestic and global services, including the development of digital apps, interactive Websites, cultivation of social media, and fundamental development of branding, messaging, and corporate strategy – without the cost or hassle associated with larger conglomerate agencies.

“You can expect everything a big network agency can provide, from personal and non-personal promotion to physicians, healthcare providers, and consumers, plus a full spectrum of digital tactical offerings with access to advanced communication channels, and personalized, senior expertise,” Karczewski says.

The development of Websites, videos, and branded and instructional apps represents a substantial segment of the business, as digital media has become an essential element of a brand’s overall strategic approach to selling.

Future Plans

“Our evolving strategic partnerships and staffing model are key to the continued success of our ‘Global Healthcare Boutique’ – and provide us with the platform and flexibility to exceed expectations,” Male says. “We will continue to focus our efforts on expansion through our talent, advanced technological capabilities, and our informational edge in the marketplace. To this end, we surround ourselves with people who are as passionate about their work as we are – and care about the human implications of healthcare marketing.”

Philanthropy/Citizenship

RealityRx believes in philanthropy and the philosophy that actions speak louder than words, executives say. Its employees are affiliated with numerous charitable organizations – and work to make positive change a reality.