uidemark executives were
determined to launch a
new type of agency in 2015.
With decades of previous
experience, the leadership
team united around the vision of creating a
home for the industry’s top talent and delivering unparalleled value for clients.
“The promise of a new value proposition, and an agency custom built for client’s evolving needs, caught fire – even
before the agency’s official launch in
April 2015,” executives say.
“Before our campaign launched, we were
pitching and winning full-service engagements, agency consolidations, and major
product launches,” says Matt Brown, CEO.
“It was confirmation that we were doing the
right thing and that marketers were hungry
for an agency with a new approach.”
In 2015, the agency drove double-digit growth in its AOR business and added
more than two dozen new account wins,
according to executives, who add that several of these wins led to consolidation of
entire portfolios as clients began to experience the value of the agency’s structure.
For example, agency leaders say, following the award of professional and consumer promotion for Seqirus’ Fluad, the
agency took on the balance of the franchise,
including Flucelvax Quadrivalent and
Fluad Quadrivalent. The agency was
then awarded AOR status for Vaxchora
and Vivotif. Guidemark also celebrated the addition of Evofem’s Amphora,
Zoetis’ Simparica, and Otsuka’s
Abil-ify Maintena, among others.
With the agency already experiencing
tremendous momentum, Brown says
he focused on bolstering its strategic capabilities. In a move that he says will set
the company apart from its competitors,
Brown hired Fred Petito as chief behaviorist and engagement officer.
“Fred brings a dynamic to the agency
that I have not witnessed in nearly two de-
cades,” says Brown. “Our clients are excited
by the thinking that he and his team bring
to their business.”
Under Petito’s leadership, the agency
launched Praedicis, a proprietary meth-
odology that draws on decades of research
from the social, cognitive, and decision sci-
ences to more deeply understand the fac-
tors influencing the decisions and behav-
iors of all healthcare constituents.
“We are leveraging 40 years of academic
research to gain a deeper understanding
of what influences behavior,” Petito says.
“Then we’re designing interventions using
adult learning principles and user experi-
ence design to modify those behaviors.”
In addition to behavioral science, mar-
ket access challenges have made payor and
health outcomes solutions an increasingly
important resource need for marketers. To
answer this need, Brown tapped Guide-
mark’s internal talent. Omar Shoheiber
was named chief market access officer,
bringing a wealth of knowledge and deep
experience in the healthcare system. Sho-
heiber, once a hospital pharmacist and
with formal training in pharmacoeconom-
ics and outcomes research, says he is en-
thusiastic about the new role.
“To meet their own business objectives,
provider networks are increasingly establishing best practices and treatment protocols with the expectation that providers
within their networks adhere to them,”
Shoheiber says. “These measures of quality and value are creating a very different
dynamic than a few years ago. As such, we
have to help our clients develop and deliver
a brand value proposition that resonates
with patients and providers at every level.”
Guidemark also understands the value
of branding and a well-positioned offering.
To ensure client products would resonate
in the hearts and minds of their customers,
Brown says he looked to trusted former
colleague Martin Mannion to be Guidemark’s chief strategy officer.
“I’ve worked with Martin for almost two
decades and I don’t know of any better
strategist in our industry for getting to the
true value of a brand,” Brown says.
While much of Guidemark’s value proposition is based on a unique offering of
broad and deep subject-matter expertise,
executives say the agency understands the
importance of delivering executional excellence, foregoing the traditional model of
tiered account roles, and instead placing
strategic account leads (SALs) on new accounts with support from a project management office (PMO).
Developing and delivering a new agency
model would require smart, strong leader-
ship, executives say. Brown says he turned
to agency veteran Vic Zambrotta to serve as
agency president and oversee Guidemark’s
operations and client relationships.
“Being a nimble, mid-sized agency al-
lows us to customize our teams and deploy
resources our clients truly need and only
when they need them,” Zambrotta says,
“Our SALs enable us to be experts in our
client’s category and our PMO is experi-
enced in managing workflow and ensuring
executional excellence. It is not only an ef-
fective model, it is incredibly efficient.”
According to agency leaders, Guidemark
is committed to bringing value to client en-
gagements. “With a breadth and depth of
core offerings not typically found in one
agency, under aligned leadership, Guide-
mark is experiencing tremendous success
in integrated wins,” executives say.
Most of Guidemark’s clients are taking
advantage of the agency’s expertise and are
using two or more of the agency’s services,
executives say. “With experience in branding, professional and consumer advertising, medical communications, speaker
bureaus, learning, market access, customer
engagement, and media, the agency has
a full suite of solutions to the challenges facing today’s healthcare marketers.”
Guidemark’s leaders say they value innovation in healthcare communications and
promise new approaches that will add
greater value. “While we have been able
to attract great talent and therefore build
many of our offerings within our current
structure, we are actively looking at acquisitions that reflect the evolving needs of our
clients,” Brown says.
Finding the next Praedicis or uncovering an unmet need for healthcare marketers is what drives Guidemark’s entrepreneurial leaders, they say. Brown
suggested that future acquisitions could
also expand the agency’s global footprint,
deepen its subject matter expertise, and
scale its operational capacity.
While agency leadership says they feel a
tremendous amount of pride in the success of the organization, they are most
humbled by the effort their people made
in giving back.
In 2015, Guidemark launched its “Make
Your Mark” program, giving employees
time off to support a charity of their choice.
Employees from all offices contributed
more than 900 hours of volunteer service.
They helped build houses with Habitat for
Humanity, served meals and worked in local shelters, and donated time and resources to those with serious health conditions
and chronic diseases. medadnews
Guidemark Health Inc.
6 Campus Drive
Parsippany, NJ 07054
(left to right) Fred Petito, chief behavioral and
engagement officer; Martin Mannion, chief
strategy officer; Tina Fascetti, chief creative
officer; Matt Brown, CEO; Victor Zambrotta,
president; Omar Shoheiber, chief market access
officer; Jim Hoblitzell, chief financial officer; Lori
Phoenix, director, operations; Sid Gokhale, chief
technology officer and head of global operations
The year’s accomplishments
Structure and services o;ered
Active business clients
BRANDS BY 2015 SALES
Brand-product accounts held
(including digital) 50%
Medical communications 30%
Market access 5%
Consumer engagement/media 3%
Daiichi Sankyo Pharma Development
Johnson & Johnson GCSO
Woman Care Global
Philanthropy/citizenship Future plans