REALITYRx Communication: 2023

REALITYRx Communication

28 World’s Fair Drive, Somerset, NJ 08873

732-507-7444 • [email protected] • realityrx.com

Quick Facts

Accounts

• Account wins: 1
• Active business clients: 4

Brands by 2022 sales

• Brand-product accounts held: 21
• $25 million or less: 3
• $25 million-$50 million: 5
• $50 million-$100 million: 9
• $100 million-$500 million: 4

Services mix

• Interactive and web: 50%
• Professional advertising and promotion: 35%
• DTC/DTP: 15%

Client roster

• Bracco Diagnostics
• Bracco Medical Technologies Celsion
• Integra Lifesciences

For 16 years, REALITY-Rx has been building successful brands amidst the often competing realities of product needs, provider requests, patient demands, federal regulations, financial constraints, and most importantly, technological advances. 

“Digital communications tools continued to become more sophisticated in 2022,” says Jonathan Male, co-founder and CEO. “The world witnessed an increase in the use of artificial intelligence, virtual and augmented realities, avatars, and simulations. We’ve embraced the evolution, and where appropriate, look to integrate these technologies into our clients’ marketing solutions.”

“Clients want to leverage these new assets, for sure,” says Bob Karczewski, co-founder and director of business development. “At the same time, they still want real partners.”

Staffed with both pharma veterans and a skilled range of expertise, the agency’s vast experience results in greater efficiencies and cost savings, leaders state. 

“When the work is delivered on time, often ahead of schedule, it delights the brand team, saves time and money, and can help move market share,” Karczewski adds.

Recent accomplishments

The principals at REALITYRx say they believe in growing clients’ business organically. As the agency of record for Bracco, REALITYRx continues to be the company’s creative and strategic partner across Bracco’s U.S. market, providing brand materials, corporate communications, and the content for national sales meetings. In 2022,the agency expanded to working with Milan corporate headquarters on the new global website, bracco.com.

According to Hoon Chang, director of client service, the work REALITYRx did in 2022 for Bracco Diagnostics is a perfect example of the agency’s nimble approach, which helped persuade the company to deepen its relationship. “We helped Bracco introduce Vueway, a major innovation in diagnostic imaging,” Chang says. “The launch took less than five months from start to finish.” 

How did they get so much done so quickly? “Teamwork, amongst our colleagues and clients, helped us navigate revisions and deliver on the deadlines,” says Michael Ward, creative director, copy. “Daily communication, keeping everyone in the loop, we truly counted on each other, following our RRx process to maximize efficiencies.” 

Chang believes the agency’s tight collaboration with Bracco’s U.S. marketing and Milan helped REALITYRx execute an effective global campaign that strongly differentiates the brand, based on its novel advantages, all in half a year.

“Every picture tells a story,” says Eric Siry, creative director, art. “We built a visual vocabulary for the launch that conveys both innovation and efficacy, and expresses the brand’s promise to radiologists in both cerebral and visceral ways.”  

The campaign has already scored industry recognition, with the convention booth experience that REALITYRx developed for the launch of Vueway at the 2022 RSNA Convention in Chicago earning Bracco the “Best Booth Award.” 

With talent being the driver of agency success, Male notes that ringing experienced talent to REALITYRx continues to be a top priority. Staying true to that belief, REALITYRx welcomed Thomas B. Clark, Jr. to its copy staff in December. Having joined as copy supervisor, Clark says he appreciated the chance to team up again with Male, a former colleague, and is glad to have returned to pharma copywriting on a tightly knit team of talented pros.  

The agency continues to offer growth opportunities, Male says, with Leanna Daniele earning a well-deserved promotion from account executive to account supervisor.

Structure and services

According to the leadership team, “keeping it real” means relying on proven effective, affordable, and turn-key solutions the agency calls RRx ON DEMAND. “RRx ON DEMAND is a model based on market-needs assessments and partnerships that help us provide the communications solutions clients need,” Male says. “Scalable and customizable, it cuts out delays and offers flexibility other agencies can’t deliver.”

Leaders say the ON DEMAND offerings –  RRx TruDialogue, RRxCRM, repDNA, RRxVC, and RRx HealthWatch – leverage decades of healthcare expertise with digital prowess, public relations strategy, and social media services, and is supported by a network of offices in the N.Y./N.J./Philadelphia area, and Rome, Italy. 

Through RRx TruDialogue, the agency explores data, uncovering meaningful insights the shop can leverage in the work. “Authenticity is crucial in marketing, and the agency’s SWOT market research methodology fosters genuine connections,” executives say. “These analyses can be surprisingly affordable.

With RRxCRM, clients can get data-driven results from lead-generating, virtual platforms, data-capturing websites, and targeted email campaigns, via SalesForce Pardot.

repDNA is proprietary sales platform that supports all forms of digital media and allows eDetailing for a company’s full product line from a single laptop, with a one-time price, and no “per-user” fees, managers state.

RRxVC Virtual Congress is a virtual and hybrid congress system that executives say delivers live-streamed webinars, real-time video chats, customizable booth design, useful analytics, robust promotion, and follow-up communications. 

Leaders say the podcast series RRx HealthWatch can offer expert perspectives on how clients can better leverage today’s healthcare realities.

RealityRx also offers EducationXR, which executives say leverages the latest in digital communications technology to offer a unique, interactive training and demonstration software that applies augmented reality for desktops or mobile devices. 

 Future plans

Looking ahead to 2023, REALITYRx has ambitious goals. “As a small agency with senior-
level expertise, and scaled for efficiency, we look forward to strengthening our satisfying relationship with Bracco, helping them widen their lead in diagnostic imaging,” Chang says. 

Male notes, “In fact, we’re aiming to have two new clients join our roster — the forecast calls for exciting new partnerships in 2023.”  

Philanthropy/citizenship

In terms of giving back, Male traveled to Kenya where he and his partner Liz adopted an orphan elephant, working with the Sheldrick Wildlife Trust, an organization that runs the most successful elephant rescue and rehab program in the world. Managers say members of the RRx staff also took part in an orphanage-restoration project in Puerto Rico, alongside client teammates, restored the homes of Native American families in Red Lake, Mich., and served Thanksgiving dinners to the homeless in Mansfield, Ohio.