Entries by Andrew Humphreys

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Why Healthcare Companies Must Navigate Muddy Waters of ESG Requirements 

The need for more corporate responsibility has evolved for today’s corporations and the next generation of business leaders in the form of environmental, social and governance (ESG). Investors, activists, and regulators are now requiring proactive, community-structured commitment and accountability that is designed to step above shareholder returns. Today’s global capital markets aren’t interested in more marketing from companies in every industry. Instead, they are demanding sustainability and eco-friendly business practices as well as a reasonable return. Global healthcare companies and their executives are now hearing this call, and the industry is being more proactive in this movement. 

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Med Ad News 2022 Industry Person of the Year: AbelsonTaylor’s Jay Carter

Jay Carter has been a visionary leader in the pharmaceutical advertising industry for almost 38 years, most notably as the growth catalyst for AbelsonTaylor’s evolution from a 28-person shop in 1988 to one of the largest and most creative independent healthcare agencies in the world today.

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Med Ad News 2022 Marketer on the Rise: Allison Garrity

When you have a brand with as much promise as Farxiga, you need someone at the helm with the drive and vision to help it reach its full potential. And that person is senior director of marketing for Farxiga, Allison Garrity. When Garrity joined the Farxiga team, the established AstraZeneca brand already had a strong legacy in type 2 diabetes (T2D), but momentum had stalled, teams needed to be rebuilt, and – the biggest challenge of all – Farxiga had to revolutionize care again, this time with indications in heart failure (HF) and chronic kidney disease (CKD).

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How Can We Engage Patients and Physicians in the “Next Big Thing?”

Looking past COVID, the medical world is in turmoil. It’s hard enough for us in manufacturing and marketing to keep up with innovative technologies. Patients and caregivers have it especially tough since they are on the brunt end of disruptive innovations. Every day, patients face a ceaseless onslaught of sort of truths, half-truths, and flat-out lies about their healthcare, and HCPs no sooner graduate from med school than they discover much of their training is obsolete. Flaum Navigators Principal Sander A. Flaum explores how we can engage patients and physicians in the “Next Big Thing.”

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Q&A with Liz Kane of Ogilvy Health

Ogilvy Health hired industry strategist Liz Kane to lead the agency’s Insights, Brand and Medical Strategy offerings. In a Q&A with Med Ad News magazine, Kane shared insights from what she brings to the agency from her 20-year career, including as head of brand strategy at Havas Life, where she led efforts for Pfizer and Amgen, and global consumer advertising stints at Saatchi & Saatchi and Leo Burnett.

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Notes & Methodology: Med Ad News 2022 Healthcare Communications Agencies Edition

To qualify for this annual report, agencies must have the capabilities to develop marketing strategies that target healthcare professionals (physicians, nurse practitioners, nurses, pharmacists, etc.), and/or consumers, and/or patients, and/or stakeholders such as managed market payors. Marketing strategies include the capability to create and place advertisements.

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Bernardo Romero Joins Klick Health as ‘Maker’

Klick Health announced that 37-time Cannes Lions and 80-time Clio awards recipient Bernardo Romero joined the life sciences agency’s growing creative team as Maker—a role specially created around his desire to return to creating impactful campaigns and products that positively impact people’s health.

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AbelsonTaylor: 2022

“What a year this is shaping up to be!” say leaders at AbelsonTaylor. “After last year’s amazing growth, we are still growing at a very healthy and more sustainable rate. In 2021, we saw a 15 percent growth in revenue, eight big new business wins, 15 creative awards, 10 percent staff growth, new leadership for our diversity, equity, and inclusion priorities, strong organic growth from existing clients, the launch of eight new campaigns, and – most exciting – the creation of a new opportunity agency, ATNutrient, within the AbelsonTaylor Group.”

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