BullsEye Healthcare 2015
BullsEye Healthcare LLC
1719 Route 10
Parsippany, NJ 07054
Telephone: 973-290-0033
Website: bullseyehealthcare.com
QUICK FACTS
Accounts
Account wins 2
Active business clients 5
Services Mix
Professional advertising 100%
Client Roster
Cadence Pharmaceuticals
Depomed
Ferring Pharmaceuticals
Immune Pharmaceuticals
Otsuka
Portola Pharmaceuticals
After nine years in business, BullsEye Healthcare moved its offices to larger quarters in Parsippany, N.J. BullsEye Healthcare is a full-service independent agency that focuses on finding insights and ideas and creating innovation for its clients. Agency executives believe that in the current competitive environment clients require an agency that can find and define market opportunities, and then help them capitalize on these ideas with innovative ideas that will help sustain a competitive market advantage. The founding partners, Guy D. Dess and Al Paz, share a passion for bringing a critical understanding of their clients’ issues to each assignment. The agency’s mission is to work with clients who share a passion for transformational ideas that will help create value for their brands. “Our goal continues to be delivering insights, ideas, and innovation that help our clients achieve greater market penetration,” Paz says.
The year’s accomplishments
BullsEye continued to work with many of the clients on its roster while adding several new ones to its portfolio.
For Portola Pharmaceuticals, a biopharmaceutical company developing compounds that represent significant advances in the fields of thrombosis and other hematologic diseases, BullsEye helped company managers with developing their intellectual property pertaining to the company’s two drugs in development: betrixaban, a novel, oral, once-daily Factor Xa inhibitor to prevent thrombosis, and andexanet alfa, a first-in-class recombinant, modified Factor Xa inhibitor.
BullsEye was brought on board by Immune Pharmaceuticals to help provide strategic insights into the commercialization potential of the leading product candidates in its portfolio. The agency has also redesigned the company’s website and provides communication guidance and tactical support.
The BullsEye team continues to work with Mallinckrodt Pharmaceuticals to help differentiate Ofirmev from other analgesics and develop a narrative for the Ofirmev value proposition that will fit into customer’s existing customer “world view” of analgesics.
BullsEye was retained by Otsuka America Pharmaceutical Inc. to write a ClinicalStory for Samsca and to develop a non-branded educational, disease-awareness campaign to help hospitals improve the care of patients. Using its ScienceStory, BullsEye also provided strategic assistance on a product in development, Sativex, which GW Pharma is seeking to maximize the potential of through a comprehensive Phase III program in cancer pain, funded by Otsuka.
BullsEye has been engaged by Ferring Pharmaceuticals to help develop the ScienceStory for elobixibat, which is being developed for the treatment of chronic idiopathic constipation, as well as to help craft a target product profile.
Structure and services offered
The full-service agency continues to provide a unique blend of creative thinking, consulting, and advertising offerings ranging from strategic consulting, advertising, professional and patient-marketing materials, branding, promotional materials to ad boards, as well as web and social network services. “The solutions that BullsEye brings to clients are always media-neutral,” Paz says.
The agency practices brand engagement marketing, which means it is an active participant in the continual knowledge accumulation about a brand. This participatory partnering is highly appreciated by clients who seek help in sifting through the myriad, often disparate pieces of data that marketing teams accumulate and want to use to make strategic and tactical decisions.
The idea for the agency’s leading intellectual service, the BrandStory, was developed from an original article by Dess that appeared in Product Management Today in 2007. According to Dess, the premise for the development of the BrandStory came from the insight that “stories speak louder than facts.” The agency principals did a lot of research on storytelling, and using techniques from psychology and anthropology, as well as current marketing theory, they developed a unique approach that became the BrandStory. The agency’s proprietary, narrative methodology is often able to help brand teams who have all the facts necessary to win market share but are unable to communicate their value of their brand through the facts in a cohesive manner.
Agency executives claim that the need for a narrative has become increasingly important as the access to information via the internet and other media has overwhelmed an individual’s ability to bring the parts into conceptual focus.
Using the principles and theory from the BrandStory, agency executives developed a second storytelling methodology, one focused on the scientific and conceptual underpinning of a brand that documents its difference from other therapeutic agents and serves as the foundation for all educational communications, as well as product differentiation. The ScienceStory approaches the narrative to be developed by seeking to articulate the problem that healthcare providers are trying to solve in a particular disease category.
The ScienceStory methodology seeks to fully describe the world view of a therapeutic disease state as seen through the eyes of healthcare providers, and then seeks for the conceptual framework that fits into that viewpoint which assures the development of a cohesive story.
The agency has also developed a process to create a brand personality. “Our model is based on the literature surrounding personality development,” Dess says. “We combine the scales and audits used in the leading personality assessment questionnaires.”
This process helps clients do a deep dive into the psyche of their brand.
“Our use of key word audits, personality inventories, and the “Big Five” personality assessment, coupled with the color work done by Kobayashi, goes far deeper and is more accurate than simple image or word associations,” Dess notes.
Significant enhancements to the agency’s proprietary Data Intelligence Platform offering have been made since its introduction, especially in the area of target audience identification. The agency’s technology platform leverages big data to accelerate marketing and sales efforts. Campaigns using BullsEye’s system can identify the probabilistic internet protocol range of an advertiser’s target audience, as determined through patented algorithmic data techniques that match online and offline proprietary and public data sets. “By targeting a potential target audience by using their IP address, advertisers can be more confident that they are reaching the right target,” Paz remarks. “This means they no longer have to be reliant on click rates alone as the primary measure of campaign success.”
Future plans
BullsEye plans to continue concentrating on its core offering, which centers on the agency’s ability to bring ideas, insight and innovation to its clients’ brands. BullsEye’s offerings continue to strike a receptive chord with clients. The agency aims to stay true to its operating mission: to focus on translating data into knowledge and transferring it to those who need it in innovative ways. “Our goal has been and remains to grow our client’s brands and to provide them with the ideas, insights and innovative thinking that accomplish that,” Paz says.
