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The Pulse of the Pharmaceutical Industry

Dudnyk: 2017

Written by: | | Dated: Tuesday, April 25th, 2017


5 Walnut Grove Drive, Suite 300
Horsham, PA 19044
Telephone: 215-443-9406



Best Interactive Physician Campaign


Account wins    6
Active business clients    7

Brands by 2016 sales
Brand-product accounts held    14
$25 million or less    2
$25 million to $50 million    1
$50 million to $100 million    1
$100 million to $500 million    2
$500 million to $1 billion    1
$1 billion or more    1
Products yet to be approved/launched    6


Services Mix

HCP Strategic and Creative Communications    50%
DTP Strategic and Creative Communications    50%


Client Roster

Flexion Therapeutics
Jazz Pharmaceuticals
Shire Pharmaceuticals
Sun Ophthalmics



According to agency leadership, 2016 was arguably the most successful year for Dudnyk to date, with greater than 30 percent growth in income and the highest total annual revenue posted in agency history. Executives say with unprecedented expansions to its client roster, talent pool, and physical space, the organization hit a stride it had never experienced before – yet the most important point of achievement this past year was not in financial growth, but in the agency’s ability to fully articulate its true purpose and vision for the future. This is aptly reflected in its new campaign.

“We are incredibly proud to unveil the newly evolved branding for our agency that brings to life the direction in which we are heading and the why behind what we do,” says President Christopher Tobias, PhD.  “Our belief is that the success of healthcare brands, specifically those with a rare or specialty focus, relies on an equal appreciation of both healthcare professional and patient audiences – and the bringing together of the two through empathy, understanding, and shared responsibility. We call it the ‘Unifying Effect,’ and it is at the core of everything we believe and do.”

With newly formed strategic partnerships and strong ongoing client relationships, Dudnyk remains committed to providing the best strategy, science, and creative needed to drive true behavioral change among HCPs and patients. Dr. Tobias says, “Dudnyk is made up of smart, passionate people who are driven to improve treatment experiences and health outcomes, and ultimately help specialty brands achieve their full potential.”

The Year’s Accomplishments

Dudnyk continued to expand its expertise in rare disease and oncology with new business wins and additional assignments from existing clients. The agency was named AOR for Alnylam’s siRNA therapy in development for the treatment of hereditary ATTR amyloidosis, as well as for Jazz Pharmaceuticals’ pipeline product that represents the first true advancement in chemotherapeutics for acute myeloid leukemia in 40 years.

Dudnyk gained additional brands from Shire and is now managing the company’s portfolio for the rare disease hereditary angioedema, as well as continuing to support Merck’s anti-infective franchise. Key launches for the agency during this year included Sun Pharmaceuticals’ Bromsite, the first ophthalmic NSAID to be approved for the prevention of pain post cataract surgery, and Jazz Pharmaceuticals’ Defitelio, a first-in-class product for the treatment of hepatic veno-occlusive disease following stem cell transplant.

“Our specialty and rare disease focus makes what we do every day that much more important,” Dr. Tobias says. “Having the opportunity to help bring to market life-changing, and often life-saving, brands is something we never take for granted.”

The agency’s leadership team was bolstered when seasoned marketing executive Annemarie Armstrong joined Dudnyk as executive VP, director of client services. “We were absolutely thrilled to welcome Annemarie to the Dudnyk family,” Dr. Tobias says. “Her experience in our industry, business acumen, personality, drive, thoughtfulness, and collaborative style are exactly what we want and need in this position. She has already added tremendous value to the agency’s client offerings and internal team development.”

Dudnyk leaders are also excited about the launch of the agency’s new brand campaign and for what the future might bring for the agency. “Evolving the Dudnyk brand to reflect what we believe in is something that is very important to us,” says John Kemble, executive VP, creative director.

“Uniting healthcare professionals and patients is central to what we do for our clients,” says Laurie Bartolomeo, executive VP, creative director. “We feel it is essential for success in today’s landscape, especially in the areas of specialty and rare disease.”

Executives say agency culture continues to thrive. This year was the third in a row that Dudnyk was selected as one of the Best Places to Work in Pennsylvania. The honor is awarded based on anonymous employee answers to an annual survey that deals with issues such as respect and recognition in the workplace, commitment to work-life balance, and opportunities for personal development and growth. Additionally, Dudnyk displayed its dedication to its employees this year with additional paid “summer days” and expanded benefits for new families, including the automatic opening and contribution to a 529 plan for every child born or adopted by an employee.

“We know our business demands a lot from our employees, and we look for as many ways as possible to show our appreciation for their hard work,” Dr. Tobias says.

The organization also continued its tradition of investing in professional development, with a focus on management training and peer coaching in 2016.

Structure & Services

Dudnyk is a full-service agency that specializes in creating insight-driven, authentic brand experiences that unite specialty physicians and their patients, according to Dudnyk managers. Agency expertise includes brand strategy and positioning, market development strategy and implementation, brand identity, messaging and campaign development, launch planning, digital strategy and development, analytics and measurement planning, content marketing, video, and user experience design.

Future Plans

In light of its newly defined position in the industry, executives say Dudnyk will be focused on evolving its strategic brand development process to best serve both patient and healthcare professional audiences. According to Dr. Tobias, “Our future focus does not require an overhaul of our process, but rather a sharpening of the tools we use to derive insights and engage these audiences in the most meaningful and lasting ways.”

In addition, the agency will continue to invest in its most valuable resource, its people. By providing ongoing education and life-enriching opportunities, Dudnyk remains committed to attracting, and retaining, the best talent in the industry.


In keeping with Dudnyk’s tradition of “giving back,” the agency instituted a “Volunteer Time Off” program last year which grants two additional paid days to every employee to be spent volunteering for the cause of their choice. Executives say employee response to the program was extraordinary, with much of the staff using the time to participate in charitable events that range from annual golf outings in support of local families living with cancer to cooking for the Ronald McDonald House, a local organization that provides free shelter for parents of children at The Children’s Hospital of Philadelphia.

Dudnyk also continues to support the Thursday Boys, a community service organization dedicated to mentoring children in Fort Worth, Texas; The CoCo Foundation, with its holiday toy drive; and the March of Dime’s annual March for Babies, which benefits premature babies. In addition, the agency contributed to three new local charities this year: Kisses For Kyle and Julia’s Grace Foundation, which both assist families in the Delaware Valley who are battling childhood cancer, and Girls’ Night Out, an annual event that raises funds to help women with cancer who lack sufficient healthcare insurance receive life-saving diagnostic tests and treatment. 

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