Entrée Health New York 2015
Entrée Health New York LLC
220 East 42nd Street
New York, NY 10017
Telephone: 212-907-4300
E-mail: [email protected]
Website: entreehealth.com
QUICK FACTS
Accounts
Account wins 6
Active business clients 16
SERVICES MIX
Access and reimbursement 100%
Diversification was a major goal for 2014, according to executives at Entrée Health New York. The agency added two new pharma/biotechnology manufacturers in AbbVie and EMD Serono, expanded into medical devices with DePuy Synthes, and began working with one of its clients’ key customers – CVS Health, in partnership with BBDO New York. Asked about the key to Entrée Health’s business development success, Managing Partner Andrew Gottfried explained, “Our payer expertise is, of course, the price of entry. But what clients remark on most is how passionate we are about helping people access the healthcare they need.”
2014 also marked the official spinoff in January of a conflict offering, Entrée Health Princeton (after a soft launch in 2013) and the loss of an anchor account at Novo Nordisk. Both events put healthy pressure on the agency leaders – Gottfried and Managing Partner Nina Manasan Greenberg, Ph.D., along with a senior leadership team that averages eight years together – to make good on their diversification plan for the year.
The year’s accomplishments
Another core goal was broadening the agency’s payer-specific digital offering. Research revealed that the account manager who can speak across an entire portfolio gets the most time with payer customers. This insight drove the agency to develop a proprietary enterprise-level solution, an intuitive iPad-based interface that allows account managers to move easily between selling and training, between branded and unbranded messaging, and between individual brands, while satisfying all brand and LMR-based strictures. Jo Ann Saitta, chief digital officer of the CDM Group, provides EHNY clients with strong vision and an increasingly diverse staff versed in a variety of digital problem-solving skills.
According to its leaders, another challenge drove the agency to innovate in 2014: how can an established portfolio build value with health plan customers? Entree Health brought together five Omnicom agencies to ideate and arrived at the insight that together they could turn a diabetes diagnosis from an isolating, negative experience to a community-building positive one.
With the Novo Nordisk client, the agency developed the Diabetes Living Room, a community-based pop-up disease management space dedicated to diabetes awareness, onsite glucose screening, and healthy cooking demos and living tips, with appearances by celebrity chefs and public figures. The first event, held in November in the Philadelphia area, was in partnership with Independence Blue Cross Blue Shield and featured basketball legend Dominique Wilkins. GMR, the global engagement marketing agency of Omnicom, provided strong event-planning support.
While payer marketing has traditionally focused on health plans, the EHNY payer strategy development team has logged more than 300 research hours over the last year to create a proprietary EHNY Employer Influence Map. Lori Wood, payer strategist, says, “It’s time to fully understand how formulary decisions are influenced. After all, the ultimate buyer has long been the employer who buys what plans and PBMs offer. Our research has uncovered some surprising targets on the employer side.” Two clients have already implemented this new offering.
Structure and services provided
A full-service market access agency that serves U.S. and global clients, Entrée Health NY offers strategic services and market access and reimbursement research, up to full tactical execution.
Launching brands into the payer space is a particular specialty, according to agency execs. 2014 included Neulasta On-body Injector and Blincyto. The introduction of Saxenda into the U.S. payer market was the focus of early 2015.
FDAMA 114-based communications strategies have long been a part of the agency’s offerings. Incorporating complex cost of control data for the Victoza brand remains an exciting market access communication stream for the agency in 2015, executives say.
In the past year, Entrée Health has developed active partnerships with multiple Omnicom agencies. As Greenberg says, “We’re very good at market access. To be great, we added capabilities across the communication spectrum by calling in the experts.”
Hall & Partners brings access to rigorous patient and HCP research, and adds a qualitative offering to the quantitative payer research Entrée Health already delivers.
Working with GMR allows events like the Diabetes Living Room to come to life. Dieste helps inform multicultural payer, HCP, and member communications.
And a strong relationship with Fleishman Hillard’s ContentWorks allows the agency to provide its brands with high-quality social and editorial content in bite-sized increments.
Partnership goes both ways: Entrée Health NY provides the employer and health plan expertise that complements BBDO New York’s unparalleled creative work on the CVS Health account.
Future plans
Because the market access arena is constantly changing, every staff member at Entrée Health must participate in the EHNY Access Animals training program, a seven-class course with updated content each year, executives say. Another curriculum is designed to keep the agency’s creative fresh. And the Sounding Board program pairs every single colleague at Entrée Health NY with a mentor.
“Of course, the managing partners are always looking forward,” according to agency reps. “As they continue to delight current clients, they are also looking to nurture their nascent global market access business. To that end, they are developing plans for a likely base in Europe within the CDM World Agency network. As well, expanding upon their in-house payer strategy department is one of their 2015 priorities.”
Future plans
The senior leadership has always supported the CDM Group work with the Children’s Hospital at Montefiore. In addition, Entrée Health NY champions local New York artists by giving them literal and figurative space to show their work. The artists give as much as they get; the thrice-yearly changing art exhibits bring freshness and vibrancy to the Entrée Health NY workspace.
