BullsEye Healthcare LLC
1719 Route 10
Parsippany, NJ 07054
Account wins 1
Active business clients 3
Brands by 2016 sales
Brand-product accounts held 1
$25 million to $50 million 1
Products yet to be approved/launched 1
Founded in 2007, BullsEye Healthcare LLC is a full-service independent communication company that focuses on finding insights and ideas and creating innovation for its clients. The agency’s intense focus on its business model has allowed BullsEye Healthcare to continue to add to its core offering and prosper over its decade of helping clients. The founding partners, Guy D. Dess and Al Paz, have a long history of marketing and advertising successes, and share a passion for bringing a deep understanding of their clients’ issues to each assignment. Their mantra continues to be: insights, ideas, and innovation that will help their clients achieve greater market penetration. As a small, full-service, independent agency, BullsEye principals commit themselves to working with each client to achieve their goals. “Our brand of engagement, having the principals of the agency working very closely with the senior people on the brand team and immersing ourselves in the data, yields insights that clients say they don’t get from large network agencies,” according to Paz. The BullsEye philosophy strives to find and exploit, or create, a critical issue in a given market in order to change target customer’s behavior and capture a greater market share for clients’ brands.
The Year’s Accomplishments
Neurocrine Biosciences discovers and develops innovative and life-changing pharmaceuticals – in diseases with high unmet medical needs – through its novel R&D platform, focused on neurological and endocrine based diseases and disorders https://apoteketgenerisk.com. Valbenazine (NBI-98854) is a vesicular monoamine transporter 2 (VMAT2) inhibitor for the treatment of movement disorders and is in a late-stage clinical trial program. Throughout the year, leadership says the agency worked with company executives on various marketing and communication activities, as well as facilitating the understanding of the market dynamics in which valbenazine will compete.
BullsEye Healthcare began working with Alexion Pharmaceuticals in early 2015. Alexion is a global biopharmaceutical company focused on developing and delivering life-transforming therapies for patients with devastating and rare diseases. One such disease is generalized myasthenia gravis (gMG), a rare disorder caused by the immune system attacking the body’s own healthy cells. The antibodies in people with gMG attack the area called the neuromuscular junction where the nerves trigger the muscles to work and interrupt the signals between nerves and muscles, which causes muscle weakness. Executive say working with Alexion, BullsEye completed several major strategic initiatives that focused on helping the company develop messages and descriptors for a new drug in a large-scale registration study of a potential treatment for this devastating disease.
Mallinckrodt Pharmaceuticals is a global business that develops, manufactures, markets and distributes specialty pharmaceutical and biopharmaceutical products and therapies, as well as nuclear imaging products. The company’s Specialty Brands segment has a growing hospital portfolio. Ofirmev (acetaminophen) injection is indicated for the management of mild-to-moderate pain, the management of moderate-to-severe pain with adjunctive opioid analgesics, and the reduction of fever. According to executives, the BullsEye team wrapped up its analytical and strategic work with the client and helped differentiate Ofirmev from other analgesics. The agency also helped develop a story narrative for the Ofirmev value proposition that fits into customer’s existing customer “world view” of analgesics.
Portola Pharmaceuticals is focused on the development and commercialization of novel therapeutics to meet patient needs in thrombosis (blood clots), other hematologic disorders and inflammation. According to agency executives, BullsEye was engaged to help provide 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 molecule that is being developed as a direct reversal agent (antidote) for patients receiving a Factor Xa inhibitor who suffer a major bleeding episode or who require emergency surgery. The agency continues to provide strategic guidance and counsel.
Structure & Services
BullsEye offers a full set of marketing and branding services ranging from strategic consulting, advertising, professional and patient-marketing materials, branding, promotional materials to AD boards, and Web and social network services.
To help manage the growing needs of its client’s on-line activities, last year the agency brought on board a digital media expert, Victor Lisewski. According to agency leadership, Lisewski has built numerous corporate computing networks, websites spanning a diverse array of businesses, and social marketing solutions. “He brings a deep understanding of the need for seamless user customer interactions to every assignment and has a successful history of designing, implementing, managing, and maintaining web and technology solutions,” executives note.
The agency expanded its agreement with an internet audience network development company that allows BullsEye Healthcare clients to deliver messages to potential targets at the right place, time, and price wherever they are within the digital landscape. “We now have a very unique and cutting edge marketing tool that can help benefit our clients,” Paz says, “it allows us to refine and optimize customer engagement, drive communication continuity and loyalty for our clients’ brands or services.”
According to BullsEye leadership, while branding and advertising continue to make up the key components of the agency’s offering – including its proprietary BrandStory process – the agency team is adept at working across all communication platforms. BullsEye Healthcare principals have also made a dedicated decision to hone the agency’s expertise in the basics, which they refer to as science-based marketing. Management believes that the advertising services market is supersaturated with offerings for branding, message integration, social media platforms and applications to enhance customer engagement and that the rapid penetration and acceptance of these products has made them no more than commodities.
“These are all tools of the trade, available at varying price points,” Dess comments. “The danger for clients is that there is a tendency for agencies to confuse their comprehension of the tools with their ability to understand a client’s problem and its complexities.” The principals at BullsEye still maintain their belief that high-level thinking and innovation is still what clients appreciate when all is said and done.
Indeed, both Dess and Paz maintain that the pharmaceutical industry possesses its own unique business paradigm and this fact should not be glossed over. The depth at which an agency can interact with a client’s business structure will determine the value an agency can contribute to a brand. All clients, whether public or private, are held accountable to a P&L sheet and clients in this business have clear and definite marketing issues for which they need solutions. Executives say the agency has strengthened its ability to help clients identify areas of opportunity through the use of its proprietary, developmental ScienceStory process that identifies and situates a medical condition, and posits the central issues for users. The agency then applies the learnings, subjecting them to a rigorous marketing analytics process to discover how to exploit them. “As has become apparent, social media is not necessarily the answer to a marketing problem,” Dess says.
“All the processes and marketing acumen at our agency is focused on allowing clients to achieve brand adoption at any point along the commercialization continuum,” Dess says. The agency works with clients who have products at the beginning of their lifecycle, in Phase II, all the way through launch and relaunch, and it provides brand management and strategic input for each step. Executives say BullsEye works with a dedicated core team of consultants and partners with whom they have worked throughout their careers. Research consultants, scientists, and public policy experts help them provide the highest level of thinking to their clients.
Throughout its 10 years in business the agency has not focused on growth, in terms of adding multiple new clients, as such. “Our goal has never been to become a large agency like the ones we left,” according to Paz. “Our goal has been to remain a high-level strategic, boutique shop, grow our client’s brands and provide our partners with the ideas, insights and innovative thinking that helps to accomplish that.”