/prompt.: 2024 - PharmaLive

/prompt.

40 Broadway, New York, NY 10005

Quick facts

Accounts

Account wins: 8
Active business clients: 18

Client roster

AbbVie
Bayer
Daiichi Sankyo
Edgewell
Galderma
Ipsen Pharmaceuticals
Jazz Pharmaceuticals
Johnson & Johnson
Nestle Health Sciences
Organon
P&G
Pfizer
Sanofi
Shionogi
SK Life Biosciences
Sumitomo Pharma
Tarsus Pharmaceuticals
UCB Pharma

“2023 was a transformational year,” according to the leadership team at /prompt., an agency that is a joint venture between LippeTaylor and 12Note. “After doubling the size of our company since the pandemic, we focused on delivering for existing clients and bolstering our operational infrastructure to support the company we have become. This included hiring our first chief operating officer, building a project management team, and implementing new resource management software and planning processes. We also made significant commitments to new technology-enabled capabilities.”

Recent accomplishments

We continued our trajectory from consumer health care into biopharma, with 74 percent of our revenues coming from health care, and Rx products representing our largest sector,” executives say. “To support this transition, we intentionally resigned or managed out about $5 million worth of small, consumer-focused clients at the end of 2022 and beginning of 2023.”

While healthcare revenue was flat over 2022 at $37 million, that was largely due to the downturn in funding for the biotech industry, with one important client filing for bankruptcy and another being acquired, agency leaders state.

However, in 2023 the agency retained every healthcare client from 2022, and also added eight new midsize pharma clients to its roster, executives state. “We also entered this year with an emphasis on optimizing our internal ways of working and catching up to the growth we’ve experienced the past couple of years.”

/prompt leaders point to several examples of how the agency provided innovative work for clients. For Sumitomo Pharma’s overactive bladder drug Gemtesa, the agency addressed the stigma around overactive bladder with the “Time To Go” campaign via a strategic partnership with Thinx, a brand of underwear that provides bladder leakage solutions. “This storymaking campaign got patients talking when the brand had no new data,” executives say. “Gemtesa has demonstrably grown its share of category sales every quarter of this program.”

For AbbVie, The D.R.E.A.M. Initiative (Driving Racial Equity in Aesthetic Medicine) was grounded in the insight that dermatologists aren’t trained to identify skin conditions on skin of color, and struggle to bring non-white patients into their practice. The campaign included two new training curricula featuring skin of color, then royalty-free images and videos portraying the diverse modern patient, which the agency distributed to 4,000 physicians to update their own practice websites.

The agency also launched a pilot program for AbbVie to improve clinical trial recruitment of patients of color across three different therapeutic areas. “The program leveraged our CX2 innovation to identify differences in patient expectations and experiences, then used analytics to optimize the language and messages that would resonate with each unique audience,” executives say.

For Albireo Pharmaceuticals, /prompt tackled the challenges children with rare liver disease face by introducing “Everyday is New. Laughing with Olly,” an interactive children’s book that was created in less than one month by working with generative AI artists, and empowers parents to explain the disease through a child’s eyes.

Additionally, according to agency leaders, /prompt continued its positive path “toward being a company that accurately reflects the diverse makeup of America overall, ending the year with 59 percent of our employee population identifying as Caucasian (as compared with 55 percent of America). When considering all markers of diversity, we improved the overall diversity of our employee base by 16 percent in 2023.”

Structure and services

Our healthcare practice areas support clients in biotech and big pharma and are focused in Rx products, medical devices, and surgery; and OTC health, skin health, and nutraceuticals,” agency leaders say. “Capability-wise, we offer clients fully integrated HCP and consumer-focused services across the full marketing and communications spectrum.”

Seeking to differentiate itself, the agency partnered with IQVIA, to find the answer. “When looking at pharmaceutical products who became our clients, we identified that 83 percent of them grew their share of category sales during the quarters where we were their agency,” leaders state. “That compared with those same products having grown their share of sales in just 58 percent of quarters with a different communications agency in place. As an agency with roots in driving consumer product sales, we realized this was a big differentiator in health care.

“Our ability to drive commercial results through communications is particularly noteworthy in pharma, where only half of this year’s participants at the Fierce Pharma Communications Summit thought PR/communications was responsible for driving sales.

“However, we have found that as direct consumer advertising and personal promotion are both declining in effectiveness, communications must pick up the slack – and fast. That is why we launched our new agency brand: /prompt. The brand signals our urgency and ability to move with speed, leverage cutting-edge technology, and drive results through /prompt.storymaking.”

Tools offered by the agency include CX2, Content IQ, Earned IQ, Dimensional Content Topic Modeling, Partnership with MedFluencers, and LTG Creator Studio.

CX2 harnesses data from multiple touchpoints, including search data, social media analytics, customer feedback, surveys, and web navigation patterns to illuminate friction points between misaligned expectations and experiences for both patients and HCPs.

Content IQ leverages Google’s Vision AI to offer insights into content performance.

EarnedIQ is a predictive tool that offers a holistic view of the media terrain.

Dimensional Content Topic Modeling is an HDBSCAN algorithm that facilitates a granular dissection of digital conversations, executives say.

The Partnership with Medfluencers is “a synergistic collaboration offers unmatched insights, from mainstream health influencers to niche experts, redefining standards in the medical influencer landscape.”

And the LTG Creator Studio “embraces content architects proficient in native digital storytelling.

With a roster boasting talents spanning varied genres, our clients have been presented content that’s authentic, engaging, and platform-optimized.”