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The Pulse of the Pharmaceutical Industry
55 Bank Street
Morristown, NJ 07960
|Active business clients||14|
|Brands by 2013 sales|
|Brand-product accounts held||43|
Bausch & Lomb Pharmaceuticals
Essilor of America
United Allergy Services
For RevHealth in 2013, change, once again, meant opportunity according to agency leaders.
“Despite the ever-increasing dynamics of the health care industry, RevHealth continues to grow in its ability to assist clients in marketing their products,” executives say.
In the past year, RevHealth welcomed four new clients and 15 new brand wins. These assignments included six high-profile launches, two with both U.S. and global responsibilities. Executives say this gives the agency 14 active business clients and 43 brand-product accounts. These wins resulted in a net gain of 17 staff members and bottom-line revenue growth of more than 20 percent compared with 2012. “With these staff additions, RevHealth now stands at more than 90 dedicated agency professionals who revolt against mediocrity every day!” agency leaders declare.
Executives state their pride in these achievements, saying they speak volumes about RevHealth’s approach of putting clients first and making sure they are supported by teams of senior professionals who can help drive brands toward their goals.
“When we started RevHealth in 2005, our goal was to spend more time helping our clients and less time preparing spreadsheets for the finance department,” says Bruce Medd, managing partner. “Fortunately, that is exactly what we have done.”
According to agency leaders, as an independent agency RevHealth is able to attract and invest in team members who share a passion for seeking innovative solutions for our clients. “Whether we face strategic, clinical, or creative challenges, our senior staff is dedicated to providing insightful ideas, exemplary client service, and inspired creativity,” executives say.
“The success of RevHealth has always been a result of our ability to help our clients grow,” executives say. “And because our clients are seeing the impact on their businesses, word spreads down the hallways, and we are thus able to grow our business organically. Focusing on increasing our revenue by concentrating on current clients will always be our primary goal.”
In 2013, RevHealth’s approach was rewarded with agency of record assignments for several new brands and expanded brand opportunities: ArcaptaNeohaler for Novartis; Noxafil Tablet and IV launches for Merck; as well as two medical education assignments from Genentech for Erivedge and Zelboraf.
And some of the work the agency did led to opportunities with new clients. In 2013, RevHealth secured six new accounts: Exparel for Pacira; Actavis’ women’s contraceptive health franchise; Ranbaxy’s acne and topical steroid franchises; Olympus EBUS for OlympusMedical; gammaCore for electroCore; and United Allergy Services.
“With an understanding of our clients’ growing challenges and expectations, we recognize that clients need an agency partner who takes their business personally,” executives say. “RevHealth is an agency that is as intellectually and emotionally invested in the brand as our clients are.”
The RevHealth organization is divided into two core groups: RevHealth, a full-service pharmaceutical advertising agency, and First Amendment, a wholly owned medical education group.
As a full-service, pharmaceutical marketing agency, RevHealth specializes in promotion across all relevant media. The agency provides a host of services – advertising, promotion, peer-to-peer promotional education, digital marketing, relationship marketing, and sales force communication and training – that executives claim continue to outperform typical agency norms.
According to agency leaders, First Amendment is recognized as a leader in medical communications – peer-to-peer, sales training, and patient education. It is staffed by a group of individuals with advanced medical degrees, including M.D.s and a Pharm.D., and strong marketing backgrounds.
“Our clients choose to work with – and stay with – First Amendment because of the staff’s superior clinical understanding, efficient strategic development, and tactical implementation rooted in solid marketing principles,” managers comment. “It is also because clients see the difference First Amendment makes on a daily basis, with every interaction.” First Amendment shares the RevHealth philosophy, according to agency leaders, and seeks to integrate the latest technologies with traditional tactics to efficiently drive strategic and clinical messaging, brand awareness, KOL identification, speaker training, scientific content creation, OPDP reviews and updates, and advisory board dossier development.
Because of the new assignments, agency leaders say they saw the need to restructure and expand RevHealth’s digital capabilities to seamlessly integrate digital expertise into its core suite of services rather than create a stand-alone department. According to management, this effort resulted in a substantial increase in digital productivity, with digital services representing more than a third of all agency revenue. The digital work was energized by significant new hires that bring deep experience in digital strategy, creative, execution, and analytics. “Finding a digital agency that understands technology is easy, but finding a digital agency that understands physician, patient, and health care industry requirements and applying them digitally is a different story,” Medd says.
Agency leaders claim RevHealth maximizes digital efforts by fusing technology and marketing know-how in every team. “The fact that our director of digital solutions is a pharmacist is a testament to this philosophy,” executives say.
Whether a client chooses to work with RevHealth or First Amendment, leaders maintain that the structure does not adhere to a traditional agency model. “Our clients benefit from senior leadership involvement on a daily basis – leadership that keeps an eye on the work as well as the bigger picture of identifying insights and trends to accelerate growth,” executives say.
RevHealth managers say they want to create a foundation for the future. “As a result, we provide a unique training ground for highly motivated, clinical, and creative entry-level talent to help fuel our future success,” executives say. As part of this commitment, the agency has a continued partnership with the Ernest Mario School of Pharmacy at Rutgers University, through which the agency identifies talented Pharm.D.s who are interested in health care marketing. On the creative side, RevHealth provides a young leaders internship program that offers internships to aspiring creative talent.
According to agency leaders, RevHealth’s mission in 2014 is providing highly experienced, entrepreneurial thinking on behalf of clients and brands, from account and creative perspectives. “The agency’s success since 2005 has been rooted in our ability to keep focused on the critical challenges our clients face in their relevant marketplaces,” executives say. “A positive effect of the agency’s strategic strength is that it consistently sets the stage for the agency’s talented creative teams to generate memorable communications that drive meaningful shifts in thinking and behavior. The coming year will see a continued expansion of digital offerings, as well as innovative creative development techniques that integrate traditional and digital marketing disciplines.”
Agency leaders say RevHealth regularly donates to several important local and national charitable foundations, with contributions to Smile Train, Interfaith Food Pantry, Jersey Battered Women’s Service, The Seeing Eye, and Wounded Warrior Project. Additionally, RevHealth is working with Sustainable Morristown, a local not-for-profit organization that coordinates the sharing of resources, the creation of educational tools, and fundraising for worthy sustainability projects, to help rebrand the organization.
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