Dudnyk: 2020
FINALIST – BEST NONBRANDED CAMPAIGN
Dudnyk
5 Walnut Grove Drive
Suite 300
Horsham, PA 19044
Telephone
267-443-9406
WINNER – HEART AWARD
Website
QUICK FACTS
Accounts
Account wins 8
Active business clients 9
Brands by 2019 sales
Brand-product accounts held 24
$25 million or less 5
$25 million-$50 million 3
$50 million-$100 million 1
$100 million-$500 million 6
$500 million-$1 billion 4
Products not yet approved/launched 5
SERVICES MIX
HCP strategic and
creative communications 50%
DTP strategic and
creative communications 50%
CLIENT ROSTER
Alnylam Pharmaceuticals
Eyevance Pharmaceuticals
Jazz Pharmaceuticals
MagroGenics
PTC Therapeutics
Sun Ophthalmics
Sunovion Pharmaceuticals
Takeda
United Therapeutics
For Dudnyk, the end of the decade signified a new beginning when the company was acquired by the independent global healthcare communications agency, Fishawack Health. The decision between the agencies to form a partnership was easy, considering the close alignment of values and commitment to clients that both organizations share. “By joining forces with Fishawack Health, Dudnyk is able to provide clients with an even stronger and more diverse offering, including expanded global capabilities, scientific and medical education, and deeper expertise across multiple verticals of our business,” says Dudnyk President, Christopher Tobias, Ph.D.
Having now achieved a fourth consecutive year of double-digit growth, Dudnyk leaders claim the agency’s priorities remain the same. “Our focus has not shifted,” Tobias says. “With a deep commitment to rare disease, biotech/biopharma, and first commercial launches, Dudnyk remains an expert partner in bringing to market life-changing brands for patient populations who need them most.”
The agency also continues to leverage the power of the “Unifying Effect,” its unique approach to what staffers believe drives the most impactful healthcare marketing. Laurie Bartolomeo, Executive VP, Creative Director, explains, “The Unifying Effect emphasizes an equal appreciation of both patient and HCP mindsets, especially in this time of continued patient empowerment. Only by uncovering true insights behind each audience can we unite them for better treatment experiences, create a platform for shared responsibility, and generate greater brand loyalty.”
RECENT ACCOMPLISHMENTS
Management says Dudnyk was honored to be selected as Agency of the Year, Category III, by Med Ad News in 2019. “We are always grateful to have the opportunity to deliver on important objectives for our clients and the patients, caregivers, and healthcare professionals they serve,” Tobias says. “To be able to do that work, and to be acknowledged for it with this prestigious award, is certainly a great honor.”
The agency was also fortunate to embark on another philanthropic initiative with a well-deserving local charity, according to Dudnyk management. Through its partnership with Caring For Friends, with whom it renamed and rebranded from Aid For Friends, Dudnyk helped to raise awareness of the rampant hunger and isolation that affects so many Philadelphians, especially the large senior population. “As part of its efforts, Dudnyk created a consumer awareness campaign that reached hundreds of thousands in our metropolitan area and overhauled CaringforFriends.org to reflect the organization’s mission and grow its volunteer base.”
Client work in 2019 was heavily focused on disease awareness and helping to shape the market for groundbreaking therapies in development. A few highlights included continued efforts to find patients living with AADC deficiency, an ultra-rare genetic disease with a novel gene therapy in development from PTC Therapeutics; unbranded efforts on behalf of Jazz Pharmaceuticals to generate awareness of the unique needs of patients with secondary AML; and a deeply emotional unbranded campaign for Sunovion Pharmaceuticals to raise awareness of the underappreciated and misunderstood medical condition, binge-eating disorder.
Additional impactful client work included updated brand campaigns for two products in Takeda’s hereditary angioedema portfolio; the launch of Sun Ophthalmics’ Cequa; and two powerful brand campaigns for Freshkote and Flarex, both from Eyevance Pharmaceuticals.
“Rare diseases, oncology, and gene therapy have been, and remain, our core focus at Dudnyk,” Tobias says. “Not only do we find great fulfillment in the work we do, we find that our clients appreciate the depth of our expertise in these areas. In an environment where everyone tries to be everything to all, we at Dudnyk know exactly who we are and where we excel. Being able to honestly share this experience with clients fills me with great pride.”
Dudnyk was also awarded AOR status for all three brands in the United Therapeutics pulmonary arterial hypertension (PAH) portfolio. “We are excited to partner with United Therapeutics to further enhance their brand portfolio and help transform the way PAH is treated,” says Annemarie Armstrong, Executive VP, Client Services. “PAH is a rare disease affecting mostly women in the prime of their lives, something which has touched all of us deeply at Dudnyk. We are passionate about this new partnership and the change we can affect for those living with this devastating condition.”
Internally, Dudnyk continues to find ways to improve professional and personal satisfaction in the workplace. Through ongoing training initiatives, employee recognition, and the ever-present “pop-up party” atmosphere, Dudnyk strives to maintain its high level of employee retention and referral. “First and foremost, Dudnyk is a people-driven agency,” states Sari Schwartz, VP, Human Resources. “As we continue to grow and integrate into Fishawack Health, agency leadership will remain focused on investing in our people, who are truly the greatest asset we have.”
STRUCTURE AND SERVICES
Dudnyk is a full-service agency that specializes in creating insight-driven, authentic brand experiences that unite specialty physicians and their patients. 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
Dudnyk entered 2020 ready to do what it does best – launch (four) specialty brands into underappreciated markets and underserved patient populations. “If all goes well with the FDA, Dudnyk will introduce much-anticipated advancements in pediatric oncology, a novel entity into the nascent market of binge eating disorder, advancements in drug delivery for pulmonary arterial hypertension, and the first CNS gene therapy for an ultra-rare, pediatric neurological condition,” agency management says.
According to Tobias, “We never take for granted the opportunities afforded to us by our clients. We are grateful to work every day alongside our dedicated and passionate client partners to make a true difference in the lives of patients.” Tobias also points to future partnerships with Fishawack as an exciting time for the agency. “Further integration with our colleagues overseas will only strengthen our global reach and enable us to accomplish even greater things for rare disease patient populations around the world.”
PHILANTHROPY/CITIZENSHIP
Giving back is a deeply cemented philosophy and the backbone of Dudnyk’s culture. The agency continues to offer employees VTO days, and this year employees used their time to pitch in at the Inter-Faith Housing Alliance, a Philadelphia organization that supports homeless families striving to become self-sufficient, and Caring For Friends, one of its pro bono clients. Dudnyk also continues to support The CoCo Foundation, with its holiday toy drive, and Girls’ Night Out, a local organization supporting women undergoing cancer treatment. Additionally, when word of the devastating bushfires in Australia reached Dudnyk, the Volunteer Committee (and the many animal lovers at Dudnyk) kicked into high gear, raising thousands to support relief efforts in the region.
