Thomas J. Paul (TJP): 2024

Thomas J. Paul (TJP)

1061 Rydal Road, Rydal, PA 19046

215-886-3220 • [email protected] • tjpagency.com

 

Quick facts

Accounts

• Account wins: 2
• Active business clients: 10
  

Brands by 2023 sales

• Brand-product accounts held: 64
• $25 million-$50 million: 7
• $50 million-$100 million: 14
• $100 million-$500 million: 15
• $500 million-$1 billion: 14
• $1 billion or more: 14
• Products not yet approved/launched: 6

Services mix

• Patient support: 50%
• Learning and development: 20%
• Market access: 20%
• HCP/DTC marketing: 10%

Client roster

• Arbital Health
• Arietta AI
• Bausch+Lomb
• Incyte
• J&J Innovative Medicine
• Mitsubishi Tanabe
• Nippon Shinyaku
• Pfizer

“We’re TJP – a creative healthcare agency that has served some of the world’s largest life sciences and pharmaceutical companies,” according to the leadership team. “In 2023, TJP chartered a new, promising path for the agency via its acquisition by Renovus Capital Partners, a private equity firm specializing in the knowledge and talent industries. Our new parent company recognizes the value in where we’ve been as an agency and is confident in our potential for the places we plan to go in the future. And nothing sets the tone for an exciting, memorable road trip better than an internal and external ‘glow-up.’” 

Recent accomplishments

The agency has added more like-minded, fearless “TJPeople” to its team. In 2023 and early 2024, TJP welcomed Matthew Livingstone, senior VP, creative director; Gwen Dixon, senior VP, process and operations; Kim Barcenilla, chief client officer; and Peter Chaudhari, senior VP, director of client services.

“By expanding and strengthening our account, creative, project management, human resources, and financial divisions with the kinds of professionals that were up for a challenge, TJP  – and its audiences – were ready for a rebrand,” executives say. “Our new positioning and philosophy, ‘Endeavor Together,’ is the cornerstone of our strategic journey; it’s reinvigorating our internal zeitgeist while laying the foundation for even stronger, more collaborative client relationships.”

According to managers, “Endeavor Together” is also the agency’s artistic blueprint, informing how it designs for and communicates with audiences. “We put it to the test when we created TJP’s new external-facing website, tjpagency.com, which is a testament to our unique approach to creative and an affirmation of our intuitive grasp of UX – the very skills we’ll continue to lean on to help our audiences actualize their own advertising goals.”

The cutting-edge digital experience of the agency’s website is complemented by its revamped social media presence on LinkedIn (TJP) and Instagram
(@TJPagency). “In 2023, we executed original, compelling content strategies for both platforms, resulting in considerable quantitative engagement and positive, unsolicited qualitative feedback,” leaders declare. “Consequently, these efforts increased our followers on both channels and made us more identifiable and accessible to our audiences; we’re proud to be maintaining this momentum in 2024.”

Furthermore, the agency promoted its rebrand by placing advertisements in Med Ad News and other publications with high visibility to audiences. “Within a calendar year, we reintroduced ourselves to the world,” executives say. “Today, TJP is an agency that’s committed to a goal of shaping the future defined by purpose: that health care should be attainable to all. Lofty, perhaps. Unreasonable? Not in the least.”

On the client side, TJP last year played a pivotal role in supporting a global pharmaceutical manufacturer with significant access and digital campaigns, contributing to the successful launches of key products. “Our deep expertise in patient access and affordability led us to develop numerous materials for various initiatives,” executives say. “This included guides, flashcards, leave-behind brochures, patient enrollment forms, website copy, and other digital content. These efforts were aimed at supporting patients, healthcare providers (HCPs), biologic coordinators, and sales representatives, ensuring the success of these important campaigns.”

For Arietta.ai, a cutting-edge tech company specializing in AI solutions for life sciences, TJP provided a revamp of its entire brand identity from the ground up. “We tackled Arietta.ai’s need for a comprehensive brand overhaul in the same way that we approached our own: by strategically analyzing the landscape to birth a new company name, brand strategy and positioning, and visual identity system,” executives say.

To continue TJP’s innovative work described above for years to come, and to accommodate staff’s realistic (hybrid) work styles, leaders decided it was time to get new digs. Later in 2024, the agency will be moving its headquarters to Conshohocken, Pa. “Conshohocken will give our TJPeople the flexibility and amenities they need to collaborate, brainstorm, deliver, and achieve,” executives say.

Structure and services

TJP’s work is supported by five key personnel areas: creative, account, project management, human resources, and finance. “Collaboratively, the teams within these divisions hold each other accountable to make sure our clients get the best versions of not just ourselves, but also of the work our clients trust us to carry out,” agency leaders say.

“Together, we apply our new visionary framework, Wayfinding, to propel the journeys of our clients’ brands forward,” executives say. “Both a science and an art, Wayfinding is a thoughtful and unique approach to working with clients. Its anatomy includes the following: discover, navigate, engineer, launch, and calibrate.”

Supported by Wayfinder, the agency produced creative for audiences such as payer and market access; HCP/DTC; patient access and experience; learning and development; and consumer packaged goods.

Future plans

In the years ahead, TJP is poised for strategic growth, aiming to enhance our services and extend our reach to a broader range of clients and businesses,” the leadership team states. “We’re focused on strengthening our presence across the entire patient and brand journey. As you might have guessed from our new branding, we’re stepping into the world of animal health and nutrition, which is close to our hearts. This is just the beginning of our commitment to making a difference in the broader healthcare landscape.”

Philanthropy/citizenship

In the fall of 2023, TJP hosted three charitable drives, one for Cradles to Crayons, in which staff donated new school supplies for Philadelphia students. A second was held to support the local SPCA with food and supplies for the animals in care. The third agency-
wide drive, for Toys for Tots, took place during the holiday season.

In December 2023, TJP announced, in its release of its holiday card on LinkedIn, plans to make a financial donation to the local chapter of Big Brothers Big Sisters of America. And executives say later in 2024, TJP will begin outreach to offer in-kind branding, advertising, and other creative work to nonprofit organizations that align with the agency’s mission.