patient acquisition and retention via health
literate communications across all channels.
Phelan is passionate about motivating patients
to achieve their best possible health outcomes.
Her healthcare experience includes extensive
work with Merck, Daiichi Sankyo, Amgen,
and Schering-Plough, and she is leading DTC
launch initiatives for Forest and Ironwood.
Phelan began her career in consumer packaged goods and ;nancial services, working with
leading brands including Quaker Oats, Weight
Watchers Frozen Foods, and MasterCard.
STRUCTURE AND SERVICES
“Our open architecture model is more than the
way we are structured – it’s a mindset that is
espoused by everyone at the agency,” executives
say. “By questioning why we are doing some-
thing for a brand, it allows us to break free from
the limitations of channel-directed thinking
and enables us and our clients to thrive on col-
lective inspiration. Our goal is to have best-in-
class services wherever and whenever needed.
In the past year, we’ve expanded our o;ering in
digital production, analytics, branding, mobile,
medical education, sales force training and im-
plementation, and over-the-counter products.
We are relentless about custom-designing solu-
tions for our clients.”
Agency leaders believe that this best-in-class
vision has allowed FCB Health to move far be-
yond ‘how many iPad presentation have you
created’ to advance the conversation about what
digital can be in the future of healthcare and
how best to create a brand experience across
channels and geographic borders.’
Renovating the o;ce space was just the ;rst
step in the agency’s future expansion, leaders
say. In 2014, FCB Health is expanding its
FCB Health recently announced its acquisition of Halesway, a healthcare agency
based in the United Kingdom. With a sta; of
45, Halesway’s client roster included Abbott,
Baxter, Boehringer Ingelheim, Hospira, Merck,
and Novartis. Halesway continues to be led by
its current management, Liz Rawlingson, Niki
Crossley, and Neil Padgett.
According to agency leaders, talent management remains a cornerstone of everything they
do at FCB Health. During 2014, they will see
continued expansion in training across virtually
every discipline at the agency.
“Building on the tremendous success of our
account leadership training, the planning and
scienti;c services teams will conquer a completely customized version of the intensive,
simulation-based workshop,” executives say.
To continue innovating in the digital space,
FCB Health is continuing its partnership with
General Assembly and piloting a brand new
program of online modules, exploring topics
from user acquisition and analytics to content
marketing and social. ;e agency’s interactive
“What Matters Now” series will continue to
serve as a platform for internal experts and select
guest presenters to share their expertise and perspectives on the ever-changing digital landscape.
“Of course, we’re continuing our commitment to investing in our talent with innovative
training in core skill areas, including presentation
skills, ideation, and facilitation,” executives say.
Executives say FCB Health is proud of the pro
bono work it does to help organizations com-
municate with their audiences. In 2013, the
agency worked with the Crohn’s & Colitis
Foundation of America to create a multichan-
nel communication platform to help educate
people about the disabling e;ects of irritable
bowel disease. ;e “Escape the Stall” campaign
was created in television, print, out-of-home,
Web, mobile, and cinema media channels. To
date, the foundation has received millions in
free placements promoting their educational
and support programs.
To promote gender equality in the work-
place, FCB Health continues to work with
the organization Catalyst. ;e work was
showcased at their annual meeting gala fo-
cused on promoting mentorship for women
in senior-level positions.
;e agency is also proud to be part of the
Draftfcb Global Day of Giving. Around the
world, more than 160 Draftfcb o;ces stop
work and focus on giving back, an annual
tradition. Every o;ce selects its chosen char-
ity. FCB Health focuses on helping causes that
support children in need. “It was a pleasure to
again interact with Birch students and support
Birch Family Services, which provides educa-
tion, support, and residential services to people
with autism and other developmental disabili-
ties, as well as assistance for families overcom-
ing obstacles in raising children with disabili-
ties,” executives comment. “Over a dozen of
our team members volunteered to work at the
Birch Family Summer Camp. By providing
our team members with extra time o; to work
at the camp, we all feel pride in the di;erence
these special people are making in the lives of
children with disabilities.”
Other volunteers made arts and crafts
projects with kids from Project Sunshine,
a nonpro;t organization that provides free
educational, recreational, and social pro-
grams to children facing medical challenges
and their families.
To support the future stars in pharmaceuti-
cal advertising, FCB Health hosts more than
30 summer interns from academic programs
around the country and the world. “Every year,
we’re amazed at the talent, dedication, and pas-
sion exhibited by these students,” executives say.
“And every year, we’re eager to hire them.
“In all, 2013 was a year above and way beyond our greatest hopes for FCB Health. Expanded global footprint. Expanded client roster. Expanded talent. Expanded services. And
more still to come. We can’t wait to see what
2014 has in store.” MEDADNEWS
In the highly competitive plaque psoriasis marketplace, FCB Health needed to make sure Stelara had top-of-mind
awareness among dermatologists. The agency’s more reluctant targets made something else completely clear —
they needed to see how many of their colleagues were using Stelara first-line before they would do the same. So
FCB Health developed a communication vehicle that was itself completely clear — a virtual car that “traveled”
across the country seeking out first-line prescribers of Stelara.
Novartis wanted to raise awareness of its multiple sclerosis treatment Gilenya, the first oral treatment for relapsing remitting forms of MS. Patient interviews
showed that many were unsatisfied with their current treatment. FCB Health also discovered that they are a very vocal bunch and refuse to be defined by their
disease. This helped inform the campaign’s spirit and rallying cry – “Hey MS, Take This!”