Boundless Life Sciences
1250 Capital of Texas Highway South Westlake, Building 3, Suite 434, Austin, TX 78746
- Account wins: 11
- Active business clients: 14
Brands by 2022 sales
- Brand-product accounts held: 11
- $25 million or less: 5
- $25 million-$50 million: 3
- $50 million-$100 million: 2
- $100 million-$500 million: 1
- Products not yet approved/launched: 5
- Digital related services: 60%
- HCP advertising related services: 30%
- Consulting related services: 10%
- Almatica Pharmaceuticals
- Aurion Biotech
- BioSkryb Genomics
- Ionis Pharmaceuticals
- Lifescan Americas
- Obagi Medical
- Outlook Therapeutics
- Procept BioRobotics
- Reata Pharmaceuticals
- Best Experiential Campaign
2022 was an amazing year for us,” according to the leaders of Boundless. “Yes, our revenues ended higher, but it was the third quarter when the firm’s momentum shifted into high gear, and we began to see ourselves as more than an agency. We believed that we could become a platform for what was next in healthcare. To reflect the direction and the energy of the agency, we rebranded ourselves to Boundless Life Sciences Group (formerly HCB Health). During the pandemic we learned that it’s not about where we work, it was the mindset of how we work, and how to do it better. With a goal to put the lives of patients front and center, and to create an environment where our people thrive, the name ‘Boundless’ said it all.”
As Boundless, the agency imagines ways to see beyond the toughest of challenges and break through them by applying creative thinking to get things done. “We build agile teams whose sole focus is on the solution, not their personal P&L or how many hours they can bill. The Boundless way is customized, bespoke, and flexible,” say managers.
“I love the word Boundless,” says Kerry Hilton, Boundless founder and CEO. “No limits. No restrictions. A freedom to think freely and explore new ideas. To not be bound by the ways of the past and be open to what’s possible through technology and innovation.”
The leadership team says this model and mindset have elevated client satisfaction scores and led to requests to expand the agency’s services. “Our answer has been to join forces with another new, powerful force in the healthcare marketplace, NPG Healthcare. Together, our combined group is more than 250-plus people with combined billings of more than $50 million. We’re adding more data scientists and medically focused Ph.D.s. We’re upping our services in performance marketing and KOL mapping. We’re adding more specialists in rare diseases and oncology. We’re increasing capabilities from early clinical development planning and strategy, inclusive of clinical trial support, through medical communications, advertising, and promotion.
“And we’re just getting started. We are on the road to building the next-generation healthcare platform to serve our clients.”
“The vision for the Boundless platform is to bring together the best minds and to apply critical, creative thinking to the biggest problems,” says Francesco Lucarelli, partner and chief commercial officer. “We believe that by bringing data science, software, media, and creative closer together, we will yield exciting new solutions.”
Structure and services
Boundless Life Sciences Group is a full-service healthcare marketing agency with five departments: account service, creative/digital, finance/accounting, project management, and strategic services. The latter offers brand strategy, insights and analytics, medical strategy, and multichannel strategy.
“Last year, we started our commercialization consulting group, and we see this service growing throughout 2023,” executives say. “Commercialization is a long and winding road filled with many unexpected obstacles, pitfalls, and competitive landmines. Gone are the days when a clinical development team would work in a vacuum on a product, get it through the rigors of clinical trials, and hand over a submitted asset for an in-line marketing team to take over the finish line and bring it to market. This is why our teams are designed to follow a molecule to market.
“Our goal is to support critical commercial decisions throughout the clinical development process and to imagine a future with effective access to treatment. Our combination of market knowledge, algorithmic-
based insights and experience helps us understand how we can shape a future together that will improve healthcare.
“We imagine a world where clinical trials attract diverse candidates for inclusion. We imagine a world where access is achieved for those who are battling the disease we have worked on for years. We start our conversations with ‘how can it be done’ and continue onward. We imagine we are accountable to people battling disease and disorders. It is this type of Boundless thinking that defines us.”
According to leaders, one of the agency’s foundational core services is creative thinking. “Breakthrough creativity requires unique insights from data scientists, a new vision from creatives that inspires analysts to look for different answers and the ability to integrate it all to create solutions we couldn’t imagine when we started,” they say. “Real integration leads to more powerful ideas and insights because we don’t see walls between our groups. It’s why data scientists and creatives are teammates, not part of some supply chain that depersonalizes the process. No walls or silos. Just Boundless connectivity.”
Beyond organic growth and new business, the leadership team says their sights are set on expanding the agency’s services through acquisitions. “With our partners at NPG Healthcare, we are in the early stages of adding a medical communications firm to the Boundless group,” executives say. “By bringing med comms inside, we’ll be able to better integrate a service that we are currently outsourcing, thus helping align all strategic communications and goals.”
Managers say they also believe that artificial intelligence “is more than just a buzzword in the industry.”
“As Boundless, we plan to infuse AI across our departments over time, starting with media and analytics,” executives say. “With NPG Healthcare, our belief is that the agency of tomorrow uses ‘deeper’ intelligence to better inform, create, and target HCPs and patients. Look for add-ons and tuck-unders that support this vision. The convergence of technology and science will shape our platform and will evolve continually. Because when we approach our world with Boundless thinking, there are no limits to what we can do together to improve the lives of others.”
Agency leaders state that every Boundless employee is given a day of service and encouraged to take a paid day off to spend in the service of others. “Some staffers plant trees in parks or give senior citizens gifts for Christmas,” managers say. “Sometimes we make sandwiches for the homeless and spend an afternoon handing them out.”
Lucarelli is the founder and leader of The Climb To Beat Breast Cancer, an annual team mountain climb throughout the United States that raises money for uninsured and underinsured women battling breast cancer. The event is entering its 16th year. Hilton is a member of the local chapter for the Leukemia and Lymphoma Society, with goals to raise more than $1.2 million annually to fight blood cancers.
“We are always looking to expand our efforts in philanthropy and citizenship as we seek to amplify our shared purpose of helping make patients’ lives better,” executives say.