261 5th Avenue
New York, NY 10016
Account wins 6
Active business clients 8
Brands by 2018 sales
Brand-product accounts held 27
DTC advertising 35%
HCP advertising 30%
DTP advertising 10%
Relationship marketing 10%
Sabin Vaccine Institute
Sana Sana Wellness
“When it comes to marketing, good chemistry between client and agency does not have to be complicated – it simply requires the right elements coming together to form the right bonds,” leaders at this agency say. “Working with CultHealth means working together with us – from the partners to the production team. We’re all involved because we’re all bonded together with one common goal – your brand.”
The privately owned, full-service healthcare advertising agency CultHealth is based in New York City. “We develop brand and communications strategies that inspire healthcare providers and patients to take action, and we execute across traditional channels, like print advertising, POC, broadcast television, and through channels leveraging leading-edge digital communications and technologies,” agency executives say. “CultHealth believes that we can leverage the power of creative thinking to improve health and save lives.”
According to the agency leadership team, 2018 was an exciting year for CultHealth. 2018 saw the addition of many new accounts, and several category firsts for the agency. For example, CultHealth won the patient and pharmacy assignments for the launch of Braftovi + Mektovi from Array BioPharma. This combination therapy treats metastatic melanoma with a BRAF mutation and represents CultHealth’s first AOR assignment in oncology.
CultHealth worked with ViroMed Co. on VM-202, an investigational gene therapy, to develop insights and market shaping. This product is the agency’s first in the gene therapy category.
For the agency’s first effort in the rare disease category, CultHealth was engaged by PTC Therapeutics for Emflaza. This is the first drug approved explicitly for the treatment of Duchenne muscular dystrophy.
For Sana Sana Wellness, this medical cannabis producer engaged the CultHealth team to create branding, packaging, and patient-and-HCP facing communications, marking another category first for the agency.
Novo Nordisk tapped the agency for oral semaglutide, a future blockbuster drug that is the first GLP-1 agonist to be available in an oral formulation instead of an injection. CultHealth was awarded the patient AOR responsibilities for both global and US markets.
An assignment from Sabin Vaccine Institute was a win for the agency in the nonpharmaceutical health category, Sabin is launching a competitive challenge to the scientific community: to create the elusive universal influenza vaccine. CultHealth named and branded the program and is creating all communications, including consulting on the initiative’s structure and processes.
In 2018, CultHealth introduced two powerful therapies to the market, and also reintroduced a successful brand with an entirely new approach to DTC advertising.
For Novo Nordisk’s Ozempic, within weeks of the DTC launch, agency leaders claim the “Oh! Oh! Oh!” campaign blew past all category competitors in achieving the highest branded recognition of any diabetes brand, outperformed all competitors on brand diagnostics, and most importantly, saw sales that exceeded client projections.
For Array BioPharma’s Braftovi + Mektovi, CultHealth has helped patients successfully on-board their therapy, navigate a complex dosing regimen, and remain adherent, all while seeing prescription rates of more than 50 percent beyond the client’s goal.
CultHealth created the 2016 DTC launch of Tresiba with the iconic “Tresiba Ready” campaign. “Moving into the brand’s next phase, we needed a new way to connect with patients and motivate them to address their diabetes,” agency leaders say. “The ‘Tresiba Reason’ campaign launch represents a new era in DTC advertising: focusing on brand values and emotional content rather than molecular benefits. And it has proven to be one of the most successful spots for inspiring people with diabetes to initiate conversations with their doctors.”
Structure and services
According to agency leaders, CultHealth goes beyond traditional communications channels and approaches brands in unexpected and innovative ways. They point to two programs that contributed to the launch of Novo Nordisk’s brand, Ozempic.
For “The Experience Exchange Program,” CultHealth knew Ozempic was a powerful new therapy. “But as the ninth to market in its class, we needed to ensure doctors would see Ozempic’s dramatic results on their diabetes patients faster than the typical 3-4 month follow-up appointment,” agency leaders say. “This program used text messaging to engage patients on a frequent basis, motivating them, answering questions, and tracking both emotional measures (confidence with injections, anxiety about side effects) and physical ones (blood glucose management, weight reduction). We collected the data in a secure, HIPAA-compliant process and reported back to doctors long before their patients’ follow-up visits. Confident with these data, doctors who participated in this program are now the highest prescribing segment, writing multiples of Ozempic prescriptions relative to nonprogram doctors.”
According to agency executives, for MetforminAndBeyond.com, the agency had to figure out when was the best time and best way to reach out to consumers. “Metformin is typically the first-line therapy for type 2 diabetes, and the molecule has been generic for many years,” management says. “Because of the drug’s large patient population, which has been virtually ignored by marketers, CultHealth recognized an opportunity to be the resource for the metformin-taking population. The MetforminAndBeyond website and companion collateral pieces provided doctors and patients with the first metformin “branded” resource in years. To the best of our knowledge, this is the first time a marketer provided support to a target population of a generic drug that the marketer doesn’t produce, purely as patient support and an early relationship-building tactic. Our goal was to provide patients with information on their current medication, intercept them along their diabetes journey, and introduce them to Ozempic when they reached a point where metformin alone no longer controlled their blood glucose.”
Looking ahead, CultHealth will continue breaking new boundaries in healthcare agency expectations, beginning with a new suite of products designed to drive greater metrics and insights into key therapeutic areas, and help brands achieve maximum value through improved patient outcomes.
CultHealth uses the agency’s creative talents every day to improve and save lives. “This is more than a job. It’s our calling, and it’s not restrained to client-paid initiatives alone,” agency leaders say.
In 2018, CultHealth launched two significant philanthropic endeavors, financed by the agency and directed by agency employees. For “NEST ASSURED” for Sudden Infant Death Syndrome (SIDS) awareness and prevention, the agency closed its offices for normal business for 2.5 days, and every employee was placed on to one of four teams. The teams were collectively briefed by experts and then worked around-the-clock to develop a solution to the heartbreaking increase in the incidence of SIDS. The resulting concepts were judged by an outside expert panel, and the winning concept is currently in research, set to launch in second-quarter 2019.
“The Melagnomes” grew out of what agency leaders called “a horrifying fact.”
“Despite volumes of available education, melanoma is on rise, especially in younger demographics,” management says. “We believe that existing materials are not connecting with this audience, so we committed ourselves to changing that. The Melagnomes live on social media and at live events; they are in more and more doctors’ offices where we provide materials for doctors to give their younger patients, and on a website where doctors can direct their patients to or download additional information themselves. The Melagnomes have not quite reached the awareness level of Smokey Bear…yet. But expect that to happen soon!”