FCB Health: 2016
FCB Health
100 West 33rd Street
New York, NY 10001
Phone: 212-672-2300
Facsimile: 212-672-2301
E-mail: [email protected]
Website: fcbhealthcare.com
Accounts
Account wins 25
Active business clients 28
Brands by 2015 sales
Brand product accounts held 55
$25 million or less 7
$25 million to $50 million 3
$50 million to $100 million 5
$100 million to $500 million 17
$500 million to $1 billion 4
$1 billion or more 10
Products not yet approved/launched: 9
Services Mix
Professional advertising* 50%
DTC/DTP* 30%
Managed care 10%
Medical education 7%
Media planning 3%
*Includes Digital/interactive/CLM
Client Roster
AbbVie
Allergan
Amgen
Astellas
Biogen Idec
Boehringer Ingelheim
Bristol-Myers Squibb
Galderma
Genentech
Gilead
Ironwood Pharmaceuticals
Janssen
Keryx
Lexicon
Novartis
Pharmaderm
Sandoz
Takeda
Teva
Vivus
“2015 was an expansion year unlike any other in our history,” say executives at FCB Health. “Expanded reach. Expanded resources. Expanded client roster. And with that, expanded growth.”
“This has been a year when we’ve expanded our relationships with many of our clients, which is an incredible testament to the revolutionary and effective work we’ve been doing on their behalf,” says Dana Maiman, president and CEO of FCB Health.
The year’s accomplishments:
“At FCB Health, we’re proud of the accomplishments of 2015,” executives say. “We’re proud of the people we’ve hired. The awards we’ve won. The business that our clients have entrusted with us. But we’re also looking ahead. To the next innovation. The next new hire. The next big idea. Because only with this vision to the future can we expand to even greater heights.”
Agency leaders say that they are “proud to share some numbers.”
“We expanded our brand and client roster with 20 new AOR assignments,” they say. “We expanded the size of our team – by adding almost 100 new members to bring our total to over 800 at our main office on 33rd Street, and to over 1,500 through our network. We expanded teams in social media, community management, engagement planning, health literacy, scientific services, content creation, and digital production to be an end-to-end solution for our clients. We expanded our trophy case being named Agency of the Year by both Med Ad News and Medical Marketing and Media. We expanded our global footprint to include new offices in Germany, England and Japan. And lastly, we expanded our U.S. roster of agencies to now include Area 23, Neon, FCBCURE, Trio, ProHealth, Mosaic, and Hudson Global.”
Among the agency’s new business wins, executives say FCB Health expanded its relationship with many current clients, including adding AOR assignments from Novartis for multiple sclerosis, Teva for women’s health, AbbVie for endometriosis, Amgen for bone health, oncology, and cardiovascular, Galderma for rosacea, and assignments from new clients including Valeant for psoriasis and Lexicon for oncology/rare disease.
“When your current clients award you additional business, it’s validation that the entire team is adding value every day,” says Mike Guarino, executive VP, chief strategy officer. “Another division of our business that has seen enormous growth has been our branding team, winning over 20 new assignments in the past year.”
Executives also say the agency had an “incredible” year launching new products and new campaigns for existing clients. On the consumer side, FCB Health launched new work for Dysport and Restylane Silk, Kerydin, Linzess, Myrbetriq, Prolia, Plan B, Paragard, Spiriva, Namenda XR, and Namzaric. On the professional side, new work and launches include Evotaz, Novartis for advanced BCC, Savaysa, Entresto, Colcrys, Uloric, and many others.
“At one point in 2015, we had eight DTC campaigns on the air or online at the same time,” says Rich Levy, executive VP, chief creative officer. “Watching TV was like watching our agency reel. We’re very proud that many of our clients trust us with both their HCP and DTC businesses. Today almost 35 percent of our assignments are integrated with the majority including digital as well.”
Structure and services
March 2015 saw further expansion with the realignment of FCBCURE and Trio under the FCB Health Network. FCBCURE, currently going through a multimillion dollar renovation of its physical space, welcomed a new management team over the summer with Christine Finamore and Tom Millar as managing directors.
Last year also saw the implementation of the agency’s “Co-Op” creation process across the entire network. “The model emphasizes teams over departments, personal interactions over indirect communication,” executives say. “This allows our teams to be more agile responding to change versus stuck adhering to a rigid structure. The goal is to make a seamless process, which works within a medical, legal, and regulatory environment, yet be able to create the best possible product. The results have been staggering – with faster turnaround, simplified communication and happier team members.”
According to Graham Johnson, executive VP, integrated production, “We’ve taken the best of the Agile development process and created a model that works for our healthcare clients. Our Co-Op model was the answer.”
Key hires in every department expanded the team in 2015, including Aimee Mosher, executive VP, group management director; Denise Lenci, executive VP, creative director; Bryan Gaffin, senior VP, creative director; Nick Boris, senior VP, engagement director; and Prudence Runyan, VP, director of CRM planning.
Mosher has more than a decade of oncology experience within physician and patient promotion and medical education. Her experience includes overseeing the development of award winning work including pre-launch strategy through LOE and franchise management.
Lenci has more than 20 years of experience in medical and science communications. She heads the Mosaic Group and ProHealth creative teams, which bring strategic and tactical initiatives to life through focused multi-channel communications programs.
Gaffin has been a cross-discipline leader over creative, strategic, and technological teams to build some of the world’s most desirable brands. Over the past 20 years, he has done pioneering work in digital and social media. The Gardasil Facebook campaign, and the Viagra Anti-Counterfeit Documentary Campaign and Branded Online Store are not just projects in his portfolio, but have become industry-wide case studies as well, executives say.
Boris joined FCB Health after a varied career that has traversed a range related industries including broadcast journalism, feature film production, technology startups, and marketing strategy. His expertise and vision in customer engagement crosses a range of industries in and out of healthcare.
Runyan has spent her entire career working in the field of relationship marketing. She began her marketing career with retail catalogs and then led customer acquisition for an internet startup and for an online auto insurance program. For the last 10 years she has focused exclusively on developing customer acquisition and adherence programs for prescription drugs and medical devices as well as HCP RM programs. Her HCP programs have won two MM&M gold awards.
According to agency managers, training and developing team members took a central role at FCB Health. Last year, the agency ran 30 workshops with about 365 participants and over two dozen “standing room only” MeetUP and First Friday training sessions.
According to Lisa DuJat, chief talent officer, “Our training sessions have been so popular, we’ve begun live-streaming them. We have team members watching from their desks, from conference rooms, and from cities around the globe. Although the people watching the live-stream don’t get to enjoy the free pizza.”
In 2015, FCB Health also built upon its 3½-day skill boot camp – SEAL training – to include cross-functional disciplines to reflect how the agency works. The agency also developed SEAL 2.0, a follow-up, two-day session that immersed past SEAL participants with client simulations to further hone their skills.
In 2015, FCB Health also began a new recruitment and on-boarding program called #Bold Beginnings. Executives say this college outreach program has helped FCB Health bring new talent into the industry, change perceptions about starting a career in healthcare advertising, and introduced students to the potential of healthcare as a career. As of this writing – students from around the country have uploaded thousands of Instagram posts, become followers of FCB Health, and retweeted or shared thousands of posts. “We love the energy and excitement #Bold Beginnings has brought to colleges and universities,” executives say. “We also love that it works! Almost a dozen new bold beginners have started at FCB Health.” The agency can be followed on Twitter and other outlets at #FCBHEALTH, #BoldBeginnings, and @FCBHealth.
Philanthropy/citzenship:
FCB Health has a long history of giving back, executives say. The proceeds of the agency’s in-house coffee bar are donated to charity every year and executives point out that “our teams consume a lot of caffeine.”
Tom Kelly, chief financial officer, says, “When our team members pay $1 for coffee at our coffee bar, they feel good knowing that the proceeds are going to support an employee chosen charity.”
In 2015, the agency supported Stupid Cancer, an organization whose mission is to empower those affected by young adult cancer by building community, improving quality of life, and providing meaningful survivorship through advocacy, research, support, outreach, awareness, mobile health, and social media. FCB Health’s support also continued for several pro bono clients, including the GMHA, an organization trying to end the ban on gay and bisexual men from donating blood; the Crohns and Colitis Foundation of America; City Meals on Wheels; and the TB Alliance, an organization trying to rid the world of childhood TB.
