JUICE Pharma Worldwide LLC: 2016
JUICE Pharma Worldwide LLC
322 8th Avenue, 10th Floor
New York, NY 10001
Phone: 212-647-1595
Facsimile: 212-647-1594
E-mail: [email protected]
Website: juicepharma.com
Accounts
Account wins 14
Active business clients 13
Brands by 2015 sales
Brand product accounts held 31
$50 million to $100 million 6
$100 million to $500 million 5
$500 million to $1 billion 4
$1 billion or more 4
Number of products yet to be approved/launched: 10
Services Mix
100% integrated online and offline solutions for professional, patient, and consumer audiences
Client Roster
Acorda
BioMarin
Boehringer Ingelheim
Bristol-Myers Squibb
Leo Pharma
Merck & Co.
Merck Vaccines Division
National Hemophilia Foundation
Neurocrine
Novartis Oncology
Pfizer
Ultrgenyx
Valeant Pharmaceuticals
According to JUICE executives, the agency’s uniquely humanistic company culture is the driving force behind a major expansion of the client roster and agency offerings in 2015. New assignments from major pharmaceutical companies, as well as wins in biotech, oncology and rare diseases, and explosive growth in San Francisco made the past year its best yet by several agency metrics, leaders say.
“To top it off, a groundbreaking TV commercial was prepared by JUICE to air during the biggest athletic event of 2016,” executives say.
Leaders say building rapport with people – whether healthcare consumers, disease specialists, or clients – is the agency’s core expertise and at the heart of its success.
“It’s only when people feel that you ‘get it’ that they can become open to hearing you and consider the choices you offer for them,” says Lynn Macrone, founding partner and chief creative-strategic officer of the JUICE Global Network. “At JUICE, there’s an agency-wide focus on the human side. Every person on every team, from creative to account to strategy to digital and project management, cares deeply about the brands they work on and the people these brands aim to help. We search for the human truth each brand addresses. We’re emotionally invested in our clients’ and their customers’ success. You see it reflected in our work, our spirited commitment to our craft, and the eagerness of clients to expand their assignments with us.”
According to Lois Moran, President and CEO, this holistic, caring and high-touch approach motivates new clients to seek out the agency, and existing clients to treasure their long-term relationships. “Many clients characterize ‘the JUICE experience’ as unique and tangibly different.” So do employees: The turnover rate at JUICE is far below that of most agencies, according to industry surveys.
The year’s accomplishments
The year saw the majority of its AOR clients engage JUICE as their single-source agency partner for multichannel support across audiences, according to executives. Independent, owner-operated, and WBENC-certified, the agency offers comprehensive healthcare professional, patient, and consumer capabilities, as well as in-house digital and DTC broadcast expertise. In fact, as the agency enters its 14th year, leaders are especially proud that it was chosen to create the DTC commercial for Valeant’s toenail fungus treatment Jublia airing during the Super Bowl. The spot features state-of-the-art computer graphics that seamlessly integrate live action with animation, and stars football greats Deion Sanders, Phil Simms, and Howie Long. Other spots for Jublia created by JUICE showcase celebrity host and actor Mario Lopez.
“The Sunday of the NFL championship is the pinnacle of TV commercial competition,” says Forrest King, founding partner and chief innovation officer. “It’s where the best agencies show their best work, and where marketers compete for viewer engagement.”
JUICE also won three additional AOR assignments from Valeant: professional/digital on Addyi for hypoactive sexual desire disorder and Xifaxin for hepatic encephalopathy, and patient/digital/DTC broadcast on Onexton for acne vulgaris.
Executives say expanding JUICE’s oncology roster is a strategic priority, and oncology brand teams increasingly engaged the agency in 2015 to develop human connections among patients, physicians, and pharmaceuticals on their products’ behalf. The agency’s oncology portfolio continued to expand with multiple new business wins from Novartis Oncology. The agency was assigned as professional/patient AOR on Votrient, a therapeutic option for patients with advanced soft tissue sarcoma. Also new to the agency roster is Jadenu, indicated for the treatment of myelodysplastic syndrome. Additionally, JUICE has been awarded two new launch indications on behalf of Afinitor, adding gastrointestinal and lung neuroendocrine tumors to its treatment armamentarium.
Growth within the biotech world is also a major goal for the agency, leaders say. Neurocrine Biosciences engaged JUICE as agency of record for the launch of Valbenazine, addressing the vast unmet need of patients suffering with the symptoms of tardive dyskinesia. JUICE also welcomed the addition of Ultragenyx Pharmaceutical, with professional/patient AOR responsibilities across the company’s rare and ultra-rare disease Portfolio: Triheptanoin, launching for fatty acid oxidation disorders; rhPPCA, launching for galactosialidosis; rhGUS, launching for mucopolysaccharidosis 7; KRN23, launching for X-linked hypophosphatemia; and aceneuramic acid, launching for hereditary inclusion body myopathy.
Also new on the rare disease front, BioMarin has awarded the agency with the professional/patient AOR assignment on Vimizim, a groundbreaking therapy for patients with Morquio A syndrome.
Structure and services
As an independent, owner-managed agency, executives say JUICE is uniquely able to adapt to the specific needs of any assignment, any company culture, and any location in the United States and throughout the world.
Moran believes that each client deserves a “bespoke solution” to the specific needs of their organization. “We stick to the principle that nothing is locked in stone. We’re unencumbered by holding company edicts… limited only by the restrictions of our own imaginations,” she says. According to executives, the result is JUICE’s ability to custom-craft agency services that align seamlessly with the needs of clients.
As lead agency of the JUICE Global Network, pharma-savvy agency partners are selected in service to the brand versus “a spreadsheet,” Macrone says. “It’s not about dots on a map. We’re free to collaborate with any agency partner that we know will deliver on our core values. It doesn’t matter if they’re independent or part of another network… it’s all about what’s best for the brand.”
According to executives, JUICE specializes in storytelling that develops rapport with customers at critical junctures. For example, with the passing of the Affordable Care Act, millions more people have access to healthcare, fueling a macro trend for walk-in treatment centers located in retail pharmacies. In 2015, JUICE launched the first professional YouTube channel on behalf of Merck Vaccines, which executives say reached record engagement levels and far exceeding original targets. In response to another important trend – the rise of wearable technologies – JUICE helped relaunch the Pfizer Hemophilia app to integrate activity trackers with Apple Healthkit and Google Fit to enable better conversations between patients and their care teams.
“Human beings need help understanding their condition and communicating with their doctor,” King sys. “We love guiding them out of the ‘Google Wilderness’ with comprehensible content that helps facilitate an informed discussion.”
Governed by an entrepreneurial spirit, JUICE adheres to the “just right” philosophy of service, executives say. To that end, a JUICE Strategic Consultancy is available to all clients (whether AOR or à la carte) to provide strategic guidance on specific initiatives, including corporate branding, pre-commercialization planning, and other tasks that may fall outside the purview of a more traditional assignment. “This includes access to proprietary insight mining methodologies as well as an extensive array of strategic-creative workshops customized to address specific marketing challenges,” executives say.
Future plans
With a spotlight on continued growth, JUICE remains committed to keeping all of its clients ahead of the curve, executives say.
The JUICE San Francisco office was born out of the growing need of specialty and biotech companies on the West Coast for pre-commercial planning and full-service launch support across professionals, patients, caregivers, and advocacy.
“Telling new and distinct stories…stories that embrace, inform, and reach out to the rare disease community has become a personal mission for this agency,” Macrone says. “Delivering on the promise of hope to these underserved communities is enormously satisfying.”
Philanthropy/citizenship
“As would be expected of an agency focused on the human element, JUICE employees are passionate about giving back to the community and contributing their creativity as well as their time,” executives say.
On the oncology front, JUICE hosted filming of the Hidden Warriors Project, in which breast cancer survivors express their indomitable spirit through fashion and photography. In rare diseases, JUICE showcased the extraordinary talents of artists with uncommon illnesses and provided support for the EveryLife Foundation and rareartist.org. JUICE also participated in Operation Backpack, collecting school supplies for children living in homeless and domestic abuse shelters; Little Flower Career Day, providing an opportunity for children in foster care to explore potential careers in advertising; National Hemophilia Foundation Youth Leadership, hosting skill-set workshops for young people living with bleeding disorders; and The Young Women’s Leadership School, conducting a career day and creative advertising workshop.
