Entrée Health New York LLC
220 East 42nd Street
New York, NY 10017
E-mail: [email protected]
Accounts won 5
Active business clients 13
Accounts by 2015 sales
Brand product accounts held 20
Access & Reimbursement 100%
Entrée Health, the flagship market access agency of the Omnicom Health Group, is dedicated to helping brands gain profitable market access and to helping patients and providers understand the complexities that come with reimbursement. According to executives, the agency is driven by the idea that people deserve access to the healthcare they need. Andrew Gottfried, president of Entrée Health, says, “We believe conversations about access are fundamental to healthcare decisions. It makes us proud to come to work every day.”
The year’s accomplishments
Entrée Health New York introduced a new vision, “This Way In,” to acknowledge the critical role of market access. “Today, payers are gatekeepers. It’s our job to make sure they’re saying ‘Come On In,’ rather than ‘No admittance,’” says Nina Manasan Greenberg, executive creative director. “Patients, physicians, and clients can be overwhelmed by the system. So we give them a measured, clear way to connect brands with patients.”
According to agency leaders, this vision has paved the way for success. The agency has continued to diversify rapidly. In this short span, the agency won five new clients – Acadia, BTG, Clovis, Mallinckrodt, and Neurocrine Biosciences – and a total of seven new assignments. These wins bolstered the agency’s already impressive experience in rare disease and reimbursement hub areas. At the same time, they have entered an important nascent arena: market access within the ORx, or over-the-counter prescription market.
Last year was, once again, the year of launches at the agency: Seven separate products were successfully launched into the U.S. market access space, including the groundbreaking Saxenda for obesity management and Repatha, the first PCSK9 for additional LDL lowering.
Agency offerings continue to expand as well. The agency now offers all clients the Entrée Health Way Point Assessment on an annual basis. Also, the payer strategy team has focused on the rapidly increasing rate of specialty drugs entering the marketplace. As Lori Wood, SVP, Payer Strategy explains, “Patients and providers need help navigating their reimbursement, adherence, and education needs. And the reimbursement hub is now the price of entry.” Entrée Health has developed a proprietary integrated reimbursement hub offering, marrying their years of hub marketing prowess with strategic design from iVenturesHealth.
Structure and services
Entrée Health New York focuses squarely on strong communication strategy for the brands it represents, and according to agency leaders, this ranges from strategic services and market access and reimbursement research to full tactical execution.
The agency is led by Gottfried, who was newly named as president, Entrée Health. Creative Services are helmed by Manasan Greenberg, managing partner, executive creative director. And the agency has a seasoned management group, including Lori Wood, senior VP, payer strategy, Randi Baerson and Dina Steinfurth, senior VPs, client service directors, Edie Pargh and Megan Hall, senior VPs, group creative directors, copy, and Denise Dell’Olio, senior VP, creative director, art.
After a successful first teaching engagement at the Spring AMCP conference, Wood was recently named a faculty member of AMCP.
With iVenturesHealth, Entrée Health has developed an offering that harnesses the power of IBM Watson to offer transformative technologies in areas such as health economics and practice-focused reimbursement. The agency has also developed two other market access cross-discipline offerings: one with Hall and Partners and another with Porter Novelli.
The new vision has also pushed Entrée Health New York to increase its strategic staff. The agency has long offered a Payer Strategy department, with individuals who have experience on the payer or client side, as well as a larger roster of payer and practice manager KOLs. In 2016, the agency will also be adding an exclusive board of payer advisors to allow for rapid access to key channels.
A dedication to learning – for staff and clients – will continue, executives say. The management group has increased its attention to training. All employees take part in the EHNY Access Animals training program, an eight-class course dedicated to managed markets basics as well as new channels. Another curriculum is designed to keep the agency’s creative fresh. The Sounding Board program pairs every single colleague at Entrée Health NY with a mentor. And the Entrée Health white paper series has a full editorial calendar and social media campaign in place.
Each employee is given a paid public service day each year to spend in whatever way is meaningful to that individual, executives say. Last year, for example, employees volunteered time at the Children’s Hospital at Montefiore and taught branding classes to working artists at the New York Foundation for the Arts. The agency continues its devotion to local artists with a rotating art exhibition, inspiring employees and artists alike.