Juice Pharma Worldwide: 2017

 

JUICE Pharma Worldwide LLC

322 8th Avenue, 10th Floor
New York, NY 10001
Telephone: 212-647-1595

300 Broadway Street, Suite 31
San Francisco, CA 94133
Telephone: 415-729-4066

E-mail: [email protected]
Website: juicepharma.com

 

Finalist

Agency of the Year, Category I
Best Launch Campaign

Accounts
Account wins    15
Active business clients    16

Brands by 2016 sales
Brand-product accounts held    40
$25 million to $50 million     2
$50 million to $100 million     1
$100 million to $500 million     16
$500 million to $1 billion     3
$1 billion or more    5
Products yet to be approved/launched    11

 

Services Mix

Integrated online and offline solutions for professional, patient, and consumer audiences    100%

 

Client Roster

Acorda
Alcon
BioMarin
Boehringer Ingelheim
Bristol-Myers Squibb
InSys
Merck & Co.
Merck Vaccine Division
National Hemophilia Foundation
Neurocrine
Neuronetics
Novartis Oncology
Pfizer
Shire
Ultragenyx
Valeant
Versartis

 

 

“As the agency celebrates another great year with significant new business wins and expanded service offerings, we like to think that it’s our culture – what we call ‘the JUICE difference’ – that remains the driving force distinguishing us from any other company,” says Lois Moran, JUICE founding partner.

According to its executive team, JUICE is infused with an entrepreneurial soul embodied by agency teams focused and passionate about the brands they serve. “‘Living the brand’ is an expression you hear often when we talk about what it takes to ensure a successful and long-term AOR relationship,” says Laurence Richards, executive director, chief client officer. “Job No. 1 is lifting the burden off our clients, providing a true partnership based on the confidence of knowing that we understand and care about their business as much as they do.”

The benefit of this approach, executives assert, is clearly reflected in the JUICE client roster – composed of long-standing relationships with a wide range of pharma and biotech companies. Agency leaders point out how the majority of these clients engage JUICE as their single-source AOR across the healthcare audience spectrum – professional, patient, consumer, and advocacy.

“The true benefit of crafting and owning the brand story is that we can be sure it will resonate and remain compelling with every customer in every medium,” says Founding Partner Lynn Macrone.

This is one of the core strengths of the JUICE offering, managers say. “Everyone who comes in contact with your brand has to have a clear and consistent idea of what it stands for,” says Joan Wildermuth, executive director, chief creative officer. “The brand story, with all its emotions, plotlines, and excitement, needs to be fully fleshed out and then ‘interpreted’ so that KOLs, HCPs, patients, and advocacy are all taking away the same connective tissue that characterizes the overall brand experience.”
This expertise, which includes full-service digital development and integration, is further enhanced by continuous and innovative strategic-creative solutions that contribute not only to the success of the brand but its impact on patients’ lives, agency leaders say.

The Year’s Accomplishments

In 2016, JUICE was assigned as global agency of record for multiple Shire brands, including the professional and patient assignment for the global launch of Lanadelumab, a breakthrough treatment for hereditary angioedema (HAE), and the global professional assignments for both Cinryze and Firazyr, also for the treatment of HAE, a rare genetic condition. In addition, Shire has awarded the agency as AOR for the launch of Budesonide Oral Suspension, a treatment for eosinophilic esophagitis, a serious and chronic rare disease of the esophagus.

Another important addition to the JUICE client roster was Alcon/Novartis, awarding the agency with the professional AOR assignments for Simbrinza and Travatan Z, indicated for the treatment of elevated intraocular pressure (IOP) in patients with open-angle glaucoma or ocular hypertension.

JUICE was also awarded the AOR assignment from Boehringer Ingelheim for the professional promotion of Spiriva Respimat across the BI Respiratory Franchise.

Agency managers say this growth trajectory continued with wins through the JUICE Center of Excellence in Specialty/Rare Disease Marketing in San Francisco, where the company enjoyed significant growth of its biopharmaceutical business. This includes the addition of the patient/consumer AOR assignment for the launch of Somavaratan, a treatment for growth hormone deficiency in pediatric and adult populations from Versartis. Also awarded in 2016, the professional/digital assignment for Vimizim from BioMarin for the treatment of mucopolysaccharidosis type IVA (Morquio A syndrome). JUICE SF was also engaged by Insys as the professional AOR for the launch of Syndros, indicated for anorexia associated with weight loss in patients with AIDS, as well as for nausea and vomiting associated with cancer chemotherapy.

Structure & Services

At the heart of JUICE Innovation is a group of tech innovationalists and digital strategists who manifest a future-focused approach to planning, management explains. “In the digital space, the future comes fast and furious,” says Founding Partner Forrest King. “We need to know what’s coming long before it has actually arrived.”

It is that commitment to leveraging innovation in service to practical applications in pharma that “drives the investments and offerings we select to help maximize our client’s business,” King says. “JUICE Innovation is focused on just that.”

This foray into predicting the emergence of new technologies requires advanced and rigorous analytics, all done in-house. Adam Kline, executive director and chief innovation officer, says, “We believe in the power of data to demonstrate the power of the work. Our programs are always evidence-based, and we hold ourselves accountable for their success.”

This approach to innovative solutions holds true for the JUICE agency structure as well as the design and function of the JUICE Global Network. Comprising like-minded agency partners across every major market in the Americas, Europe, and Asia-Pacific regions, executives say the JUICE Global Network assures global campaign consistency and pull-through with regional relevance worldwide. With JUICE as global agency steward, the network remains true to the agency’s entrepreneurial and collaborative culture, inviting clients to work with its global agency partners, as well as others outside the JUICE network.

“Every global assignment starts with the same question: ‘Which agency partners are best-suited to this specific challenge?’” Richards says. “There are no agency incumbents in our network…we hand-select global partners specific to the task at hand. We are free to focus our resources exclusively on our clients and the specific needs of their brands.”

And in support of delivering outstanding creative production, agency leadership emphasizes that another distinctive offering from JUICE is its B12 Studio. Utilizing state-of-the-art equipment and processes, this in-house creative production group is staffed with highly skilled editors, photographers, and print production experts who provide both the agency and its clients with the means to efficiently test-drive ideas, experiment with new techniques, and perfect executions that lead to award-winning creative promotion.

Future Plans

JUICE remains passionate about partnering with companies that bring life-changing treatments to patients, including those in the specialty/rare disease space, according to its leadership team. They point out that San Francisco office was born from the need for companies on the west coast to engage pre-commercial planning and full-service launch support across professional, patient, consumer, and advocacy.
The continuous growth of assignments awarded to JUICE San Francisco has fueled a three-times exponential growth in the number of its employees. As a result, JUICE executives announce that the San Francisco office will be moving to a new and significantly larger space by early summer 2017.

Part of this expansion includes the launch of VOLT, which extends strategic-creative support to all biotech/pharma clients – independent of an AOR relationship. Through this offering, executives say marketers can gain access to seasoned agency professionals on a project basis to directly address the specific needs of a brand.

According to agency leaders, the goal is to provide the tools and processes needed to efficiently support a marketing team at any stage in a product’s lifecycle. Executives add this is of particular value in helping marketers transition a novel therapeutic compound from clinical to early-stage commercialization. At this juncture, leveraging seasoned agency strategists on a project basis represents a highly efficient solution, particularly in the planning stages for the launch of specialty/rare disease products.

Philanthropy/Citizenship

The people at JUICE are at the heart of what defines the agency’s culture – not only in service to its clients but in support of underserved communities, managers say. JUICE continues to donate creative support for Little Flower Children and Family Services, an organization serving children, families, and adults with disabilities throughout New York City. JUICE digital leadership volunteers skill-building instruction to organizations such as Girls Who Code, Black Girls Code, and the Bronx Community Charter School. The agency offers multiple internship opportunities, including semester-long programs for students from the University of Cincinnati, as well as B12 Studio internships for students interested in photography, and video production and editing.

B12 also awards a School of Visual Arts internship with access to the full studio to complete a thesis project. Through an alliance with NYC Salt, B12 provides studio space for classes and student productions, with additional opportunities to assist on actual shoots. The B12 Studio and staff host the Hidden Warriors Project, where breast cancer survivors are able to express their indomitable spirit utilizing fashion and photography to capture an empowered state of being in their fight against cancer.