CDM Princeton 2015
CDM Princeton
210 Carnegie Center, Suite 200
Princeton, NJ 08540
Telephone: 609-936-5600
E-mail: [email protected]
Website: cdmprinceton.com
QUICK FACTS
Accounts
Account wins 3
Active business clients 6
Brands by 2014 sales
Brand-product accounts held 16
Services Mix
HCP/medical 55%
DTC 20%
DTP 15%
Market access 10%
According to leaders at CDM Princeton, clients today are looking for agency partners who grasp the entire “healthcare ecosystem.” This is especially true in the specialty space, which is incredibly complex and has an intricate web of stakeholders and influencers. “It’s critical to understand the drivers and barriers of all the stakeholders, not just healthcare professionals or patients, but also thought leaders, payers, advocacy groups, and the community at large,” says Chuck Wagner, president of CDM Princeton. “We’re purpose-built, structured, and staffed to help clients navigate the complexities and thrive in this ecosystem.”
Executives say CDMP is single-minded in its purpose to deliver “Special Care for Specialty Brands,” and it shows in everything the agency does. “CDMP’s work in 2014 is resounding proof that it is leading the way in ensuring that specialty brands reach the hands of the patients who need them,” management remarks.
The year’s accomplishments
In 2014, CDMP continued its strategic partnership with current clients while also forging a number of new relationships. Nearly 50 percent of the agency’s new business resulted from organic growth, awarded without a pitch. “Our biopharm and specialty care clients have experienced the benefits of partnering with an agency that ‘gets’ it,” says Craig Romanok, associate partner and director of client services. “They know they can trust us to do the kind of thinking that will help their brands succeed.”
Agency leaders point to Shire as a perfect example. The CDMP-Shire partnership began about six years ago with the launch of Intuniv, a nonstimulant monotherapy treatment for children and adolescents with ADHD. The drug was entering a landscape characterized by entrenched prescribing habits and a cynicism towards nonstimulants. Intuniv’s success was contingent on overcoming these significant challenges and winning over multiple stakeholders.
Executives say not only did CDMP help the brand navigate its way to success, but did so with an award-winning campaign that connected powerfully with multiple stakeholders, and set the brand on a trajectory that exceeded expectations year after year. The agency’s proven record with Intuniv resulted in additional Shire agency-of-record assignments, including Vyvanse and lifitegrast.
CDMP’s special expertise was also demonstrated through an initiative for Synagis and RSV that digitally connected healthcare coordinators with the information and support they needed to ensure that babies at high risk did not slip through the cracks. This was on the heels of another specialty-targeted program that earned CDMP a gold MM&M award for Best Multichannel Consumer Campaign of 2014. CDMP also put its special care to work for Novo Nordisk Biopharm, creating an educational and outreach program for the Hispanic hemophilia community that was both bicultural and bilingual. In addition to successfully initiating a dialogue with an undervalued and underserved customer base, this initiative received recognition for its innovative approach at the Multicultural Health National conference held in Atlanta, Ga., last October.
Executives say CDMP took steps in 2014 to reinforce its commitment to delivering special care by investing in some key expertise. The agency increased its strategic services department by 50 percent, notably adding a licensed psychologist with a Ph.D. in clinical neuropsychology. CDMP also doubled the size of its digital department, adding developers, UX designers, a QA analyst, and a tech project manager.
“Our ability to effect healthy outcomes for our specialty brands is strongly linked to the individuals we hire,” says Jill Beene, managing partner, director of strategic services. “We are extraordinarily thoughtful and deliberate in our approach to staffing, ensuring our mix of knowledge and skill sets reflects the needs of our clients.”
Structure and services offered
CDMP’s specialty orientation starts with the agency’s three managing partners: Wagner; Ashley Schofield, founding partner and executive creative director; and Beene. They are joined by two associate partners: Romonak and Amy Hansen, group creative director.
CDMP is a full-service healthcare marketing and communications agency. The agency has in-house ecosystem specialists with expertise in medical scientific affairs, managed markets, advocacy, media, digital, consumer, patient, and healthcare professionals. “It is the close collaboration and integration of these disciplines that enables CDMP to truly deliver the special strategic and creative care complex brands require,” Schofield says.
Future plans
Executives say CDMP will continue to build its capabilities and offerings to ensure the agency sustains its position as a leader in the specialty care ecosystem. In 2015, the agency is optimizing its proprietary planning tools that are an essential component to successfully delivering special care. Specifically, CMDP is leveraging current relationships with leading research companies to expand its database of key influencers. This extensive compendium will increase the breadth and depth of specialist insights available to CDMP and its clients, which will help drive strategies that are cogent, highly actionable, and have the greatest potential to effect change.
Philanthropy/citizenship
CDMP even puts a specialty lens on its commitment to the community, focusing on charities and nonprofits that bring awareness and support to rare and complex diseases.
In 2014, CDMP established a partnership with the Jett Foundation, which raises awareness and funds for the research and treatment of the very rare and very complex Duchenne muscular dystrophy. The agency additionally demonstrated its solidarity with Save One Life, whose mission to care for individuals in developing countries who suffer from bleeding disorders relies on the sponsorship of donors. CDMP also continued its longstanding commitment to local organizations, including Autism New Jersey and The Claus Project, both of which are dedicated to helping individuals and families lead healthy, productive lives.
Each of these philanthropic endeavors is in alignment with CDMP’s purpose of delivering “Special Care to Specialty Brands,” “which makes these partnerships that much more rewarding for everyone involved,” Hansen says.