Adair-Greene Healthcare Communications AD-TECH - Haymarket ...

Agency A-to-Z 

The indispensable guide to healthcare agencies, including contacts, rosters, wins and losses, revenues 

and examples of best work. Agencies submitted their own data as part of MM&M’s annual agency review. 

AbelsonTaylor, Inc. 

35 E. Wacker Drive, Chicago, IL 60601 

Phone: 312-894-5500 • Fax: 312-894-5505 

E-mail: info@abelsontaylor.com • Web: www.abelsontaylor.com 

Founded: 1981 

Officers: Dale Taylor, president; Jay Carter, SVP/director of client services; 

VP/account directors: Mike Perry, Greg Niemczyk, Cindy Stone, Allan Mills; John 

Reisdorf, VP/CFO; Beth Hall, VP, support services; VP/group creative directors: 

Stephen Neale, Angela Lustig, Rob Kienle, Josh Vizek, Scott Hansen. 

Healthcare accounts: Abbott Labs: Zemplar international; Alexion Pharmaceuticals: Soliris; 

Amgen Inc.: Aranesp, Kepivance, Neulasta; Amgen Europe: Kepivance, Neulasta; Astellas: 

Vernakant; Astellas/GSK: VESIcare; Biogen Idec, Inc.: Avonex; Connetics Corporation: Evoclin, 

Kirlux, Olux/Lixig, Primolux; Genentech Inc./Biogen-Idec: Rituxan; Genentech Inc./Hoffman-La 

Roche Inc./OSI Pharmaceuticals Inc.: Tarceva; Gilead Science Inc.: Truvada; Lilly ICOS: Cialis; Eli 

Lilly and Company: Arxxant, Evista; Eli Lilly and Co./Amylin Pharmaceuticals: Byetta; MGI Pharma, 

Inc.: Aloxi, Dacogen, Gliadel Wafer; Sankyo/Forest: Benicar; Sankyo/Lilly: Prasugrel; Scios: 

Natrecor; Shire US Inc.: Pentasa, SPD503; Solvay Pharmaceuticals Inc.: Estratest, Prometrium; 

Takeda Pharmaceuticals North America, Inc.: Duetact, Rozerem; Takeda Pharmaceuticals 

America, Inc./Eli Lilly and Company: Actos, Actosplus Met; Ther-Rx Corporation: Clindesse, 

Encora, Gynazole-1, prenatal vitamins; Valeant Pharmaceuticals International: Tasmar; Zimmer: 

gender solutions - TM knee femoral implants. 

Accounts gained (13): Abbott Labs: Zemplar international; Alexion Pharmaceuticals: Soliris; 

Astellas: Vernakant; Astellas/GSK: VESIcare; Connetics Corporation: Kirlux, Olux/Lixig, Primolux; 

Genentech Inc./Biogen-Idec: Rituxan; Lilly ICOS: Cialis; Sankyo/Forest: Benicar; Sankyo/Lilly: 

Prasugrel; Shire US Inc.: SPD503; Takeda Pharmaceuticals: Actosplus Met, Duetact; Ther-Rx 

Corporation: Encora, prenatal vitamins; Zimmer: gender solutions - TM knee femoral implants. 

Accounts lost (7): Cell Therapeutics Inc.: Xyotax (resigned); La Jolla Pharmaceuticals: Riquent 

(promotion discontd.); MGI Pharma: Aggrastat (discontd.); Ross Laboratories: pediatric 

nutritional line (resigned); sanofi-aventis: Allegra, Allegra D (lost); Savient Pharmaceuticals: 

Oxandrin (lost); Solvay Pharmaceuticals: Estrogel (promotion discontd.). 

New Hires Keith Stenlund, VP/CFO. 

FEATURED WORK 

Product: Rozerem 

Client: Takeda 

Pharmaceuticals North 

America Inc. 

Creative/account 

team: Creative: 

Stephen Neale, 

creative director; Kaye 

Kilgore, associate 

creative director; Jody 

Van Swearingen, 

associate creative 

director; Therese 

Maginot, senior art 

director; Andy Manilow, 

senior copywriter. 

Account: Cindy Stone, VP/account director; Jeanine Koch, account director; Lynette Hunter, 

senior account exec; Sarah Jenkins, account exec; Jayme Fogel, assistant account exec. 

Media team: Desiree Ng, Ronnie Sun, Delores Castillo. 

Why this ad is special: With its strategic focus and smart design, this ad hits its mark. The 

message is intriguing. The copy immediately differentiates Rozerem from other insomnia 

products. The visual quickly identifies the product category and the dominant shades of green are 

rich, inspiring, and attractive. 

Adair-Greene Healthcare Communications 

1575 Northside Drive, Atlanta, GA 30318 

Phone: 404-351-8424 • Fax: 404-351-1105 

E-mail: jlevy@adair-greene.com • Web: www.aghealthcare.com 

Founded: 1966 

Parent company: McCann Healthcare Worldwide, New York, N.Y. 

Officers: Jay Levy, president; Mark Perlotto, EVP; VPs: Rita Brett, Doug Wilson, Ed 

Capparucci, Suzanne Bryant, Browder Denniston. 

Healthcare accounts: Stiefel Laboratories: Duac, Mimyx, podiatry division; King 

Pharmaceuticals: Thrombin-JMI, Synercid; Terumo interventional systems: Glidewire, Pinnacle, 

Glidewire Gold; Kimberly Clark: healthcare division; Arthrocare: coblation assisted procedures; 

Boston Scientific: electrophysiology division; CIBA Vision: specialty lens division; Roche 

Diagnostics: Cobas 6000; Meretek Diagnostics: BreathTek; Guerbet LLC: Oxilan; Cumberland 

Pharmaceuticals: Acetedote; Genzyme; Pfizer CentreSource; Wilson Cook. 

Accounts gained (7): Stiefel Labs: Duac, Mimyx, podiatry division; Terumo interventional 

systems: Glidewire, Glidewire Gold, Pinnacle; Roche Diagnostics: Cobas 6000. 

Accounts lost (4): First Horizon Pharmaceutical: Altoprev, Fortamet, Sular, Triglide. 

FEATURED WORK 

Product: MimyX Cream 

Client: Stiefel Laboratories 

Creative/account team: Art/copy team: 

David Burnette, Heather Elder; account team: 

Melissa Bundy, Francis Riley. 

Media team: Linda Cahill. 

Why this ad is special: “Flare Repellant” 

dramatizes the benefits of MimyX Cream in a way 

that makes believers out of page turners. It also 

makes an impact, burning into the mind like a 

flash of light on a moonless night. But not only 

does it grab, it gives. The ad delivers a 

meaningful and emotive message in a style 

atypical of most dermatologic product ads. 

AD-TECH Communications 

215 S. 21st Avenue, Hollywood, FL 33020 

Phone: 954-923-1600 • Fax: 954-923-9005 

E-mail: info@medADTECH.com • Web: www.medADTECH.com 

Founded: 1985 

Parent company: CommCor, Inc., Horsham, Pa. 

Officers: William Quinlivan, marketing partner; Daniel Palmer, management partner; 

VPs: Albert Buscaino, David Cunningham, Lynn Marie Coomans. 

Healthcare accounts: Ortho Clinical Diagnostics: interactive educational programming; Nabi 

Biopharmaceuticals: marketing consultation; Veridex: CellSearch, GeneSearch; Silhouette 

Optical: educational initiative; Ortho-Clinical Diagnostics: blood banking, integrated promotional 

programming; Aveva drug delivery systems: branding and awareness campaign, marketing 

consultation; Bremer Group of Companies: ComfAlign, VertAlign; Children’s Diagnostic and 

Treatment Center: corporate. 

Accounts gained (4): Nabi Biopharmaceuticals, Veridex, Silhouette Optical, Ortho-Clinical 

Diagnostics: blood banking. 

Accounts lost (3): Completed assignments for Verichip, Andrx, Diosynth. 

JULY 2006 MM&M 133

AGENCY A-TO-Z 

Services: General business development consultation, marketing strategy development, 

educational programming, tactical implementation and comprehensive programs are supported 

by print, video, and interactive media. 

New Hires: Javier Gautier, Marc Ingerman, Janine Laudicinas. 

FEATURED WORK 

Product: Contract Manufacturer of 

Transdermal Drug Delivery Systems 

Client: Aveva Drug Delivery Systems 

Creative/account team: Dave 

Cunningham, VP/account group supervisor; 

Lynn Marie Coomans, VP, strategic creative 

bridge; Dawn Joy Sommer, creative 

director; Marny Johnson, copywriter. 

Media team: Michelle Young, account 

coordinator. 

Why this ad is special: Aveva, a Nitto 

Denko company, was a relatively new entity 

in contract manufacturing of transdermal 

patches. While competitors’ promotional 

material featured stainless steel equipment, 

we developed an intriguing concept 

“Transdermal Transcendence” to effectively 

communicate the core competency of 

combining innovative and unparalleled 

technologies to transcend traditional 

limitations of patches. 

Advertising Associates International (AAI) 

436 Boston Post Road, Weston, MA 02493 

Phone: 781-891-1227 • Fax: 781-899-3250 

E-mail: info@aai-agency.com • Web: www.aai-agency.com 

Founded: 1963 

Parent company: Marketing Assistance Inc., Weston, Mass. 

Officers: A. Richard Hersum, chairman of the board; Rob Allen, president; Mark 

Hersum, EVP; Janet Smith, VP; Pat Murphy, creative director. 

Healthcare accounts: B-K Medical: ultrasound systems; United Medical Systems: shared 

lithotripsy and stereotactic breast biopsy services; Colgate Oral Pharmaceuticals: oral care 

products; Solos Endoscopy: endoscopic instruments and cameras; Sullivan Schein: dental 

products; Massachusetts Eye Research and Surgery Institute: ophthalmology services; PET/CT 

Center of North Dallas: PET/CT scans; Massachusetts Brain Injury Association; Biomedical 

Modeling; Andover Surgery Center; SleepMed: sleep disorder diagnostic services. 

Services: AAI a full-service medical and marketing agency with a 40-year history in healthcare 

marketing. We represent a number of offshore clients as well as U.S. companies. We offer all 

marketing advertising and public relations services and have achieved great expertise working 

with physicians, hospitals, and medical centers. 

Offices: Brownsville, Vt. 

AM/PM Advertising Inc. 

345 Claremont Avenue, Suite 26 

Montclair, NJ 07042 

Phone: 973-824-8600 • Fax: 646-366-1168 

Founded: 1962 

Officers: Robert Saks, chairman of the board; Michael Saltz, president; Fred 

Minotola, EVP; Ann Ellis, VP. 

Healthcare accounts: Merck; Johnson & Johnson; Pfizer Consumer Group; GlaxoSmithKline; Eli 

Lilly; Wyeth; Bristol-Myers Squibb; Procter & Gamble Pharmaceuticals; Colgate Palmolive; 

Unilever. 

Services: Major event marketing to launch global new products. Major user of Telstar 

Communications. 

Offices: New York, N.Y.; Montclair, N.J.; Century City, Calif. 

Divisions: Consumer product, pharmaceutical, sales promotion, special event, media. 

Andersen Jones Medical Advertising 

31473 Rancho Viejo Road, Suite G, San Juan Capistrano, CA 92675 

Phone: 949-240-6802 • Fax: 949-240-8437 

E-mail: rick@andersenjones.com • Web: www.andersenjones.com 

Founded: 1985 

Officers: Rick Andersen, president; Karen Jones, EVP. 

136 MM&M JULY 2006 

Financial data: 

2005 2004 

Gross Income $1.9 mil $1.8 mil 

Billings 11.0 mil 9.9 mil 

U.S. Employees 7 8 

U.S. billings breakdown by media/source 

2005 2004 

Journals 5.0% 10.0% 

Conventions/exhibits 5.0 10.0 

Direct marketing 5.0 10.0 

Sales materials 15.0 45.0 

Consumer media 65.0 15.0 

Public relations 5.0 5.0 

Other 5.0 

Healthcare accounts: Alsius: neurovascular therapy systems; Beckman Coulter: global 

diagnostics and molecular diagnostics; Cayenne Medical: sports medicine; CryoCor: atrial 

fibrillation systems; Iris Diagnostics: urinalysis systems; Medennium: vision care; Mentor: plastic 

surgery and urology products; Mettler: therapeutic ultrasound/stimulation; Nichols Institute 

Diagnostics: specialty test/systems; Opus Medical: minimally invasive arthroscopy systems; 

Senorx: breast biopsy systems; Venetec: catheter securement systems. 

Accounts gained (3): Mentor Urology, Iris Diagnostics, Cayenne Medical. 

Accounts lost (2): Biolucent (switched to in-house agency); Endicor (acquired). 

Services: One of the agency’s major strengths is highly targeted DTC advertising programs for 

device manufacturers. We also offer marketing public relations services. 

FEATURED WORK 

Product: Inflatable Penile 

Prosthesis 

Client: Mentor 

Creative/account team: 

Rick Andersen, account 

manager/creative 

director, copy; Mauricio 

Escrucerio, creative 

director; Karen Jones, 

creative director, art. 

Media team: Roxane 

Garzon, Arthur Yelsey. 

Why this ad is special: 

This TV commercial is part 

of a highly targeted DTC 

campaign to Hispanic patients suffering from E.D. Our research identified a popular Mexican 

screen actor and prostate cancer survivor who resolved his E.D. with a Mentor inflatable penile 

prosthesis. After signing the actor as the client’s spokesperson, we created a television and 

Internet campaign in major Hispanic markets across the U.S. The Web site leads potential 

patients to Spanish-speaking urologists specializing in the procedure. Results have been quite 

positive, turning a flat growth trend into double-digit gains. 

Anderson DDB Health & Lifestyle 

33 Bloor Street East, Suite 1300, Toronto, ON M4W 3H1, Canada 

Phone: 416-960-3830 • Fax: 416-960-5531 

E-mail: info@andersonddb.com • Web: www.andersonddb.com 

Founded: 1972 

Parent company: DDB Worldwide, New York, N.Y. 

Officers: Kevin Brady, president; VPs: Gord Desveaux, Mark Spurr, Gary Shimizu, 

Steve Benson, Dieter Kaufmann, Jane Pritchard, Julius Freilich, Juhani Eistrat; Rosita 

Tong, VP/director of finance. New York office: Malcolm MacKenzie, group client 

services director; Carlos Torres, creative director; San Francisco office: Michael 

Ling, managing director; Tara Manafi, director of finance. Westmount, Canada office: 

Joanne Belsito, EVP/general manager; Carol Chisholm, media director. 

Healthcare accounts: Toronto & New York — Abbott International; Johnson & Johnson: 

Centocor, Codman, Cordis, DePuy, Ethicon, Ortho-Biotech; J&J Merck (Canada); J&J Merck (US); 

J&J personal products; J&J wound management; Janssen-Ortho Inc.; Janssen Pharmaceutica 

(US); Lifeline Systems; McNeil Consumer Products (US); Nelsonbach; Novartis; Ortho-McNeil; 

Rx&D; Wyeth Consumer Healthcare; Wyeth Pharmaceuticals. Montreal — Fournier Pharma; 

Merck Frosst; Pfizer; Schering-Plough Canada. San Francisco — Biologic Delivery Systems; J&J – 

LifeScan, Microlife; The Diabetes Care Coalition; Tyco. 

Offices: Anderson DDB Health & Lifestyle, 437 Madison Avenue, 11th Floor, New York, NY 

10022, 212-415-3071/Fax: 212-415-3424; Anderson DDB Health & Lifestyle, 555 Market 

Street, 8th Floor, San Francisco, CA 94105, 415-692-2800/Fax: 415-692-2801; Anderson DDB

Santé. Vie. Esprit., 3500 Blvd. de Maisonneuve W., Suite 610, Westmount, QC H3Z 3C1 Canada, 

514-844-9505/Fax: 514-842-9871. 

Divisions: Anderson DDB CRM Solutions: direct marketing and mass distribution; Artefact: inhouse 

studio for the production of print and collateral materials; CMED: continuing medical 

education. 

FEATURED WORK 

Product: OneTouch Ultra2 Blood Glucose 

Monitoring System 

Client: OneTouch 

Creative/account team: Shelley Parsons, art 

director; Rory Phoenix, copywriter; Russ Messner, 

strategic planner; Sarah Swain, account 

supervisor. 

Media team: Jamie Griffin, strategy supervisor, 

OMD; Marnie Rosenberg, associate director of 

strategy, OMD. 

Why this ad is special: R&B legend, Patti LaBelle, 

is a hero for people with diabetes. Food is a big part 

of life, but having diabetes doesn’t mean you can’t 

enjoy the foods you love. The ad communicates 

Patti’s new attitude about food and how she started 

by understanding how food affects her blood 

glucose. 

Product: Alesse 

Client: Wyeth Canada 

Creative/account team: Ron 

Hudson, Monica Broekhoven, 

Abraham Zachariah, Lou Anne 

Gaudino. 

Why this ad is special: The 

objective was to create a Web 

site (www.alesse.ca) for teenage 

girls that contains educational 

information about important 

issues, such as missed pills, safe 

sex, visits to the doctor, and 

more. The site has already won 

four awards, with many more still 

pending. It has been very well 

received by its target audience. 

AXIS Healthcare Communications LLC 

800 Township Line Road, Suite 250, Yardley, PA 19067 

Phone: 215-550-8300 • Fax: 215-497-9910 • Web: www.axis-healthcare.com 

Founded: 1999 

Officers: Neil Matheson, CEO; Jeff Mullican, CFO; Mike Brown, chief operating 

officer; Donna J. Schroeder, president, Helix Medical Communications LLC; Shelley 

Williams, president, ApotheCom Associates LLC; Kevin Kruse, president, AXIOM 

Professional Health Learning LLC; Alan Toltzis, president, Trapezoid Healthcare 

Communications LLC; Kevin Flynn, managing director, Fusion Medical Education 

LLC. 


2005 2004 




Healthcare accounts: Amgen: Neulasta; Biogen Idec: Zevalin; Cell Therapeutics: Trisenox; 

Genentech: Raptiva, Avastin, Pulmozyme, Nutropin, Rituxan; Janssen: Risperdal; McNeil 

Consumer & Specialty: Concerta; Pfizer: Detrol/Detrusitol, Rebif, Viagra; Power Medical 

Interventions: SurgeAssist; Schering-Plough: Hythiam, Peg-Intron, Posaconazole; Novartis: 

Famvir, Zelnorm, Zometa; Cephalon: Provigil, Sparlon, Vivitrex; AstraZeneca: Crestor, Nexium, 

Seroquel; Merck: Fosamax, Singulair; Organon: Levial. 

Accounts gained (6): AstraZeneca: Crestor, Nexium, Seroquel; Novartis: Famvir, Zometa; 

Merck: Fosamax, Singulair; Schering-Plough: Peg-Intron, Hythiam; Cephalon: Sparlon; Organon: 

Levial. 

Accounts lost: 0 

Services: AXIS Healthcare Communications provides a range of core services to support a 

product throughout its lifecycle — from phase II to patent expiry. The core services are supported 

by our creative studio, digital services and meetings services teams (including our call center). 

We apply technology to support all aspects of our service offering to enhance efficiency and 

effectiveness of communications programs we implement on behalf of our clients. 

Offices: Philadelphia; Boston; San Francisco; San Diego; Bridgewater, N.J. 

Divisions: ApotheCom Associates LLC: medical communications; AXIOM Professional Health 

Learning LLC: sales force training; Curatio CME Institute LLC: CME; Fusion Medical Education 

LLC: medical communications; Helix Medical Communications LLC: medical communications; 

Trapezoid Healthcare Communications LLC: healthcare advertising and promotion. 

FEATURED WORK 

Product: Concerta 

Client: McNeil 

Creative/account team: Elissa Sherman, 

account exec.; Linda Reilly, copywriter; 

Rebecca Kuperberg, art director. 

Why this ad is special: Two examples of 

Trapezoid’s innovative work for CONCERTA: 

video mailers with opening appeal! One fastens 

with Velcro to reinforce that ADHD patients 

need to “stick” to medication to overcome 

roadblocks; the other opens with a school bell 

sound effect to tie into the video’s school 

theme. 

BBDO NY 

1285 Avenue of the Americas, New York, NY 10019 

Phone: 212-459-5000 • Fax: 212-459-6239 

E-mail: Ray.Hilton@bbdo.com 

Founded: 1986 

Parent company: Omnicom, New York, N.Y. 

Officers: Andrew Robertson, president/CEO, BBDO Worldwide; David Lubars, 

chairman/chief creative officer; John Osborn, president; Tracy Lovatt, SVP/director 

of planning; Ray Hilton, EVP/senior account director. 

Healthcare accounts: GlaxoSmithKline: adult vaccine portfolio (Malarone, Twinrix), Avandamet, 

Avandaryl, Avandia; Schering-Plough: Asmanex, Nasonex; GlaxoSmithKline/Schering-Plough: 

Levitra; Pfizer: Lubriderm, Nicotrol, Rogaine; Dey Pharmaceuticals: EpiPen; Red Rock Labs: 

Scarguard; Bayer AG: Bayer, Actron, Aleve, Alka-Seltzer, Bactine, Philips MOM; UCB Pharma: 

Metadate CD. 

Accounts gained (1): GlaxoSmithKline/Schering-Plough: Levitra. 


Services: We also handle CRM, interactive, patient education, and in-office for various clients. 

Offices: Atlanta, Ga.; Chicago, Ill.; Detroit, Mich.; Minneapolis, Minn.; Los Angeles, Calif.; San 

Francisco, Calif. 

Divisions: AtmosphereBBDO: interactive. 

BBK Healthcare, Inc. 

320 Needham Street, Newton, MA 02464 

Phone: 617-630-4477 • Fax: 617-630-5090 

E-mail: info@bbkhealthcare.com • Web: www.bbkhealthcare.com 

Founded: 1983 

Officers: Joan F. Bachenheimer, CEO; Bonnie A. Brescia, president. 

AGENCY A-TO-Z 

Services: BBK Healthcare is a full-service patient recruitment planning and implementation 

company for the clinical R&D segment of the pharmaceutical, biotechnology, and medical device 

industries. BBK Healthcare has helped to accelerate time to market for new medicines and 

treatments by successfully supporting hundreds of clinical studies in more than 60 countries, and 

in all major therapeutic areas. Staffed by some of the industry’s principle thought leaders, BBK 

Healthcare continually contributes ideas that accelerate and advance the clinical development 

cycle. This includes, most recently, the formation of the BBK Global Alliance, an international 

network of service providers that enables study sponsors to cost-effectively facilitate 

recruitment, informed consent, and study participation for widely diverse patient populations 

through programs and materials that are culturally relevant and educationally appropriate. 

JULY 2006 MM&M 137

AGENCY A-TO-Z 

Brady Marketing Group 

N80 W12878 Fond du Lac Avenue, Menomonee Falls, WI 53051 

Phone: 262-255-0100 • Fax: 262-255-3388 

Web: www.brandymg.com 

Founded: 1946 

Officers: Karon Ohm-Ehlert, chairman of the board; Kathleen Wall, president; Lisa 

Robbins, VP. 

BrainWorks Communications LLC 

1010 S. 47th Street, Philadelphia, PA 19143 

Phone: 888-220-2509 

E-mail: thesolution@brainworkscom.com • Web: www.brainworkscom.com 

Founded: 2002 

Officers: Senior partners: Michael F. Wright, Andrew C. Murphy; Traci Montemurro, 

director of account services. 


2005 2004 





2005 2004 


Alternative media 5.0 




Consumer media 4.0 

Corporate intranet 2.0 3.0 

Internet 2.0 5.0 

Patient education 6.0 

Healthcare accounts: Novo Nordisk Inc.: trade marketing; GlaxoSmithKline: metabolic 

endocrine marketing (Diabetes S.E.T. for Success), health management innovations (disease 

management programs). 

Accounts gained (2): GlaxoSmithKline: Diabetes S.E.T. for Success, health management 

innovations. 

Accounts lost (1): Novo Nordisk Inc.: patient marketing (division folded). 

Services: Direct-to-patient promotions, professional promotions, Internet marketing, disease 

management programs, intranet applications, patient education. 

Brand Pharm 

A member of the Publicis Healthcare Group 

105 Madison Avenue,New York, NY 10016 

Phone: 212-684-0909 • Fax: 212-213-4694 • Web: www.brandpharmusa.com 

Founded: Established in 1970’s as Rolf Werner Rosenthal; Renamed as Brand Pharm 

January 1, 2006. 

Parent company: Publicis Healthcare Communications Group, New York, N.Y. 

Officers: Lorraine Pastore, president; Kathy Magnuson, managing director; Cathy 

Fenster, exec. creative director. 

Healthcare accounts: Barrier Therapeutics: Vusion; Berlex: Campath; Centocor: Remicade (all 

indications); Galderma: Differin, MetroGel 1%, Tri-Luma Cream; GlaxoSmithKline: global oncology 

franchise, casopitant; Ross Laboratories: infant nutritionals; sanofi-aventis: Allegra, Allegra D, 

Nasacort; Schering-Plough: garenoxacin. 

Accounts gained (4): Schering-Plough: garenoxacin; sanofi-aventis: Nasacort, Allegra, Allegra 

D; Ross Laboratories: infant nutritionals: GlaxoSmithKline: global oncology franchise, casopitant. 


Services: Full-service healthcare promotion and communications, including DTC. 

138 MM&M JULY 2006 

FEATURED WORK 

Product: Brand Pharm self-promotion 

Creative/account team: Kathy 

Magnuson, account; creative: Cathy 

Fenster, Marilyn Bashoff, Kenley Diaz. 

Media team: Cathy Siedlecki 

Why this ad is special: Our self promotion 

reflects the true spirit of Brand Pharm as we 

establish an agency philosophy that 

embraces the alternative approach we bring 

to our customers’ business, and truly 

announces our new face to the marketplace. 

The combination of high impact 

communication highlighted with humor 

embodies the vision and values that drive our 

daily work. 

Bridge Worldwide 

302 W. Third Street, Suite 900, Cincinnati, OH 45202 

Phone: 513-381-1380 • Fax: 513-381-0248 

E-mail: info@bridgeworldwide.com • Web: www.bridgeworldwide.com 

Founded: 1979 

Parent company: WPP, New York, N.Y. 

Officers: Jay Woffington, president; Bob Gilbreath, chief marketing officer; Michael 

Graham, chief operating officer; Peter Schwartz, chief creative officer; Steve Wolf, 

chief information officer. 

Healthcare accounts: Johnson & Johnson Ethicon Endo-Surgery; P&G Pharmaceuticals and 

Healthcare; Abbott Laboratories: Ross products. 

Services: Relationship marketing, interactive, branding. 

Divisions: Consumer packaged goods, financial, automotive, pharmaceuticals, medical 

devices/diagnostics. 

bryantBROWN Communications 

1022 Hartzell Street, Los Angeles, CA 90272 

Phone: 310-406-2460 • Fax: 310-573-0360 

E-mail: bob@bryantbrown.com • Web: www.bryantbrown.com 

Founded: 2000 

Officers: Partners: Sam Bryant, Bob Brown, Kieran Angelini. 


2005 2004 

Journals 15.0% 20.0% 

Alternative media 20.0 20.0 






Healthcare accounts: ZLB Behring: immune globulin products; Avail Medical: outsource design 

and manufacturing services; Amgen: all products plus corporate communications; Medtronic 

MiniMed: insulin pumps and continuous glucose monitoring systems; Valeant Pharmaceuticals: 

Tasmar; Chiron: West Nile virus assay; Astra Tech: LoFric catheters; Elizabeth Glaser Pediatric 

AIDS Foundation: advocacy; Alliance for Children’s Rights: advocacy. 

Services: bryantBROWN combines the depth of experience and expertise of a “mega-agency,” 

with greater value and more personal service. Truly a rare and powerful combination. Our 

strategic and tactical planning, copywriting, design, and production services are among the best 

in the business. Our service is outstanding. bryantBROWN’s results — targeting all audiences in all 

media — are consistently on target, on strategy, on budget, on time ... and uniquely creative.

AGENCY A-TO-Z 

FEATURED WORK 

Product: Vivaglobin Immune Globulin 

Subcutaneous (Human) 

Client: ZLB Behring 

Creative/account team: Bob Brown, Sam 

Bryant. 

Why this ad is special: Vivaglobin is the first 

and only FDA-approved subcutaneous 

immunoglobulin indicated for the treatment of 

patients with primary immunodeficiency. For 

the first time ever, it gives patients and their 

caregivers the freedom and flexibility to selfadminister 

their treatment at home. This ad 

quickly and simply communicates this 

message visually and verbally. As a result, 

Vivaglobin is the most talked-about advance 

in immunoglobulin therapy in more than 

twenty years. 

BVK/G 

250 West Coventry Court, Milwaukee, WI 53217 

Phone: 414-228-1990 • Fax: 414-228-7561 

E-mail: bgessert@bvk.com • Web: www.bvkg.com 

Founded: 1984 

Parent company: BVK, Milwaukee, Wisc. 

Officers: Michael Voss, president, BVK; Bob Gessert, president, BVK/G; 

VPs: Tamalyn Powell, Liz Epple, Ron Gudinskas. 


2005 2004 

Gross Income N/A N/A 

Billings $195.4 mil $173.1 mil 


Healthcare accounts: Pfizer Inc., DePuy Orthopaedics, DePuy International, Cordis 

Cardiovascular, Cordis Endovascular, Biovail, ev3, Medias, Artes Medical, Articure Inc., 

Genentech, Allergan, Berlex Laboratories, Abbott Laboratories, Omron HealthCare, Otsuka 

America. 

Services: BVK/G offers decades of health-marketing experience plus broad in-house capabilities 

to build brand preference among consumers and clinicians. In-house capabilities include sales 

representatives training development (strategy, content, and deliverables), 2 and 3D medical 

animation, multimedia, Web development, research, data analytics, strategic planning, continuing 

medical education, nurse recruitment, advertising and public relations. 

Offices: Chicago, Ill.; Kansas City, Mo.; Los Angeles, Calif.; San Diego, Calif.; Denver, Colo.; 

Scottsdale, Ariz.; Tampa, Fla.; Fort Myers, Fla.; Miami, Fla. 

Divisions: Pharmaceutical, medical devices, consumer branding, healthcare, research, 

analytics, direct marketing, online marketing and CRM, directory advertising, and digital asset 

management. 

Cadient Group 

Five Tower Bridge, 300 Barr Harbor Drive, Suite 400, 

West Conshohocken, PA 19428 

Phone: 484-351-2800 • Fax: 484-351-2900 

E-mail: info@cadient.com • Web: www.cadient.com 

Founded: 2003 

Officers: Stephen Wray, chairman of the board/president; Greg Lewis, VP, customer 

engagements; VP’s, marketing strategy: Bob Holloway, Will Reese; Heather Torak, 

VP, agency operations. 


2005 2004 

Alternative media 72.0% 76.0% 


140 MM&M JULY 2006 

Healthcare accounts: AstraZeneca, Pfizer, Inc., Novartis, Johnson & Johnson, Shire plc, 

Amgen, ZLB Behring. 

Accounts gained (25): 7 Consumer Rx, 3 Consumer OTC, 15 Professional Rx. 


Services: Opportunity assessments: insight and expertise on development of interactive 

marketing programs from prelaunch to generic defense. Consulting: long-term strategic, 

interactive guidance at the brand, franchise and/or corporate level. Creative: art direction, 

copywriting, graphic design, animation and video production; media: media planning, buying, 

organic, paid keyword SEM, consulting services in online advertising, and SEO. Research and 

Analytics: metrics, data and analysis to evaluate effectiveness and value of online efforts. 

Collaborative Solutions: proprietary acquisition and relationship marketing application for 

capturing and leveraging user information through the customer life cycle. Technical: solution 

architecture, Web site development, database design and development. 

FEATURED WORK 

Product: Seroquel 

Client: AstraZeneca 

Creative/account team: Mickey Lynch, 

account manager; Rob Avery, art director. 

Why this ad is special: Thirty-one percent of 

people with bipolar disorder have been 

misdiagnosed with major depression. This site 

attracts people diagnosed with depression, 

educates them on the difference between 

depression and bipolar disorder and guides 

them through a screener for bipolar disorder. 

Thirty-four percent of all visitors complete the 

mood disorder screener. 

CCA Advertising 

450 W. 15th Street, 6th Floor, New York, NY 10011 

Phone: 212-845-5651 • Fax: 212-845-5698 

E-mail: joe@ccaad.com • Web: www.ccaad.com 

Founded: 1999 

Parent company: Chandler Chicco Agency, New York, N.Y. 

Officers: Principals: Robert Chandler, Gianfranco Chicco; Joe Carofano, general 

manager; Mike Devlin, creative director; Kim Rostovskis, director, account services. 


2005 2004 

Journals 35.0% 45.0% 



Direct marketing 5.0 



Healthcare accounts: Olympus Healthcare: AOR for all professional communications for all 

three major healthcare business units — microscope, endoscope and general chemistry bold 

analyzers; Novo Nordisk: corporate communications and disease awareness efforts; EMD: AOR 

for all professional advertising for the launch of their product Cyanokit; Inogen: AOR for all 

professional, patient and provider advertising for their oxygen concentrator Inogen One; Gilead: 

corporate advertising; Immtech: AOR for all professional advertising and communications for the 

launch of their drug Pafuramidine for the treatment of PCP in HIV/AIDS and malaria; CIMA LABS: 

corporate advertising; Allergan: Prevage MD (patient e-marketing campaign); Relsys: corporate 

advertising and collateral for proprietary drug safety software. 

Accounts gained (6): EMD, Inogen, Immtech, Allergan, CIMA LABS, Relsys. 

Accounts lost (1): Novo Nordisk: global corporate campaign (client elected to execute 

campaign concept locally in Copenhagen for logistical reasons). 

Services: Documentary film for Pfizer’s Florida: A Healthy State program finished filming; 2006 

completion; Diabetes Aware PSA for Novo Nordisk featuring Kevin Kline and Jon Lovitz generates 

massive response: 3,670 airings, 32.3 million impressions and counting. 

Divisions: ‘nition design and new media.

FEATURED WORK 

Product: The Inogen One 

Client: Inogen 

Creative/account team: Mike Devlin, 

Carolyn Gargano, Trip Hosmer, Jessica Laux. 

Why this ad is special: A sense of whimsy 

pervades this ad for the Frost & Sullivan Awardwinning 

Inogen One oxygen concentrator, an 

incredibly small and versatile solution for 

people living with COPD. Already well-known for 

being innovative and technologically advanced. 

CCA sought to give the product a friendly image 

and a real personality. 

The CementWorks, LLC 

250 Park Avenue South, Third Floor, New York, NY 10003 

Phone: 212-473-9981 • Fax: 212-473-9997 

E-mail: rviray@thecementworks.com • Web: www.thecementworks.com 

Founded: 2000 

Officers: Partners: Susan Miller, Rico Viray; EVPs: Ed Cowen, Reid Saleeby, Peter 

Zamiska; SVPs: Andrea Bast, Lily Chow, Ed Puydak; David Garson, SVP/creative 

director, art; Daljit Telymonde, SVP/creative director. 


2005 2004 





2005 2004 

Journals 29.0% 25.0% 





Branding, strategy programs30.0 32.0 

Healthcare accounts: UCB: Cimzia (global, U.S.); Johnson & Johnson: Tibotec (global, U.S.), 

TMC114, TMC-125; Pfizer/Boehringer-Ingelheim: Spiriva; Novartis Ophthalmology Portfolio: 

Visudyn, Genteal Portfolio, Vitalux; Bayer diabetes division: Ascensia Breeze, Ascensia Contour; 

Alpharma USPD Inc.: Feverall; Pfizer: advocacy program; Medco Health Solutions; Eastern 

Dental. 

Accounts gained (10): Novartis ophthalmology portfolio: Visudyn, Genteal Portfolio, Vitalux; 

Bayer diabetes division: Ascensia Breeze, Ascensia Contour; Johnson & Johnson: TMC-114, 

TMC-125; UCB: global; Medco Health Solutions; Eastern Dental. 

Accounts lost (1): Vicuron Pharmaceuticals, Inc. 

New hires: Daljit Telymonde, SVP/creative director. 

Offices: Raleigh, N.C. 

FEATURED WORK 

Product: FeverAll 

Client: Activis 

Why this ad is special: The eye-catching 

simplicity of the Detour ad for FeverAll has won 

The CementWorks top honors in two major 

industry competitions. Expressing the core 

benefit of the product — that it’s a suppository — 

could not have been done more clearly or 

cleverly, and sales of the product have steadily 

increased since the launch of the campaign. 

Centron 

90 Fifth Avenue, 10th Floor, New York, NY 10011 

Phone: 646-722-8902 • Fax: 646-722-8988 

E-mail: mmclaughlin@centroncom.com • Web: www.centroncom.com 

Founded: 2005 

Parent company: HealthSTAR Communications, Woodbridge, N.J. 

Officers: Marcia McLaughlin, president; Michael Metelenis, chief creative officer; 

Maria Fasulo, EVP/director of client services; Miriam Slome, EVP, strategic 

integration director; Letty Albarran, EVP/creative director, copy; Frederick Rescott, 

EVP/creative director, art. 


2005 

Advertising 60.0% 

Branding 10.0 

Relationship marketing 5.0 

Medical education 20.0 

Strategic consultation 5.0 

AGENCY A-TO-Z 

Healthcare accounts: Barr Labs: all products; Duramed: Mircette, Trexall; Genta: Ganite, new 

oncology product; Novartis Consumer: Denavir, Triaminic; Novartis Pharmaceuticals: corporate, 

cardiovascular; Solvay: new Parkinson’s disease product; Solvay-Wyeth-Lundbeck: new 

schizophrenia product; Stiefel Laboratories: new podiatry products. 

Accounts gained (12): Barr Labs: all products; Duramed: Mircette, Trexall; Genta: Ganite, new 

oncology product; Novartis Consumer: Denavir, Triaminic; Novartis Pharmaceuticals: corporate, 

cardiovascular; Solvay: new Parkinson’s disease product; Solvay-Wyeth-Lundbeck: new 

schizophrenia product; Stiefel Laboratories: new podiatry products. 


Services: Centron is an exciting new agency filled with brand communications specialists who 

are seasoned professionals dedicated to doing what’s right for their clients’ brands. Centron’s 

senior level strategic thinkers are independent, motivated and entrepreneurial pros who want to 

work the brand and partner with clients to grow their business. Clients not only like what we’re 

saying they like what we’re delivering — strategic, smart, creative solutions. 

FEATURED WORK 

Product: New Product 

Client: Genta 

Creative/account team: Letty Albarran, 

Frederick Rescott, Frank Cusack, Philip 

Simmons, Maria Fasulo, James Christie. 

Why this ad is special: This ad boldly 

expresses the importance of apoptosis to 

patients with cancer. The patient’s sign 

charges the oncology community to keep 

apoptosis — cell death — alive. This along 

with the patient’s demeanor, simply and 

effectively communicates Genta’s 

commitment to keeping apoptosis alive so 

that cancer patients can live longer, better 

lives. 

Cline, Davis & Mann 

220 East 42nd Street, New York, NY 10017 

Phone: 212-907-4270 • Fax: 212-687-5411 

E-mail: firstnamelastname@clinedavis.com • Web: www.clinedavis.com 

Founded: 1984 (acquired by Omnicom in 1997) 


Officers: Jack Slonaker, chairman of the board; Ed Wise, president; managing 

partners: Carol DiSanto, director of client services; Mark Friedman, creative 

director, art; Joe Magnemi, CFO; Joshua Prince, chief creative officer; Phillip Roselin, 

director of business development; EVPs: Nancy Drescher, group managing director; 

Erin Ellis, co-director of client services; Wendi Goodman, group managing director; 

Ben Ingersoll, creative director, copy; Lori Klein, director of medical & scientific 

affairs; Debra Polkes, creative director, art. 

JULY 2006 MM&M 141

AGENCY A-TO-Z 

Healthcare accounts: CDM NY — Amgen: anemia counts, Aranesp nephrology (U.S./EU); 

Denosumab, Epogen, Sensipar/Mimpara; Novartis/Genentech: Xolair; Novartis: Elidel (U.S./EU), 

Indacaterol, Novolog, Levemir; Pfizer: Caduet, Depo-Provera, Eraxis, Healthy at Heart, Helpful 

Answers, Relpax, Sutent, Vfend, Viagra (professional), Zeven, Zmax, Zyvox; PhRMA: corporate; 

Serono/Pfizer: Rebif; Valeant: Viramidine. 

CDM Princeton — Guilford: Aquavan; Janssen/PGSM: Paliperidone (U.S., global); Novo Nordisk: 

Norditropin (U.S., global); Ortho-McNeil: Ionsys; Solvay: Androgel, Creon, Vagifem; Vistakon: 

Alcaftadine. 

CDMi Connect — Allergan: Botox therapeutics (interactive); Genentech: Raptiva (DTP), Lucentis 

(DTP), Rituxan (NHL DTP), Rituxan (RA DTP); Novo Nordisk: Novolog (interactive), Novolog Mix 

(DTP and interactive), Levemir (DTP and interactive), Norditropin (DTP and interactive); Pfizer: 

Caduet (RM and interactive), Depo Medrol (RM), Detrol LA (interactive), Healthy at Heart, Helpful 

Answers, Lipitor (interactive), Relpax (interactive), Sutent, Viagra (interactive), Zeven (professional 

interactive), Zyvox; Serono/Pfizer: Rebif (RM). 

CDM Managed Markets — Amgen: Sensipar (managed care); Genentech: Rituxan (managed 

care); Guilford: Aquavan (managed care); Novartis/Genentech: Xolair (managed care); Novartis: 

Enablex (managed care); Novo Nordisk: Levemir (managed care), Novolog Mix (managed care), 

Novolog (managed care), Norditropin (managed care), Zeven (managed care); Zyvox (managed 

care). 

CDM Europe — Amgen: Aranesp Nephrology (EU); Novartis: Xolair. 

Fallon Medica — American Epilepsy Society, Cephalon: Gabitril; Genentech: Rituxan; TAP: 

Febuxostat; Watson: Ferrlecit. 

DDB Rx — Alpharma: Kadian; Genmab: FYT720; Merck: Gaboxadol; Novartis: AMN107, 

Comtan/Stalevo (U.S., global), Exelon, Exjade, Femara, Galvus, Gleevec, Ritalin, Trileptal. 

Accounts gained: CDM NY — Amgen: Denosumab; Novartis: Elidel (U.S./EU), Indacaterol, 

Novolog, Levemir; Pfizer: Eraxis, Helpful Answers, Zeven; Valeant: Viramidine. 

CDM Princeton — Guilford: Aquavan; Janssen/PGSM: Paliperidone (U.S., global); Novo Nordisk: 

Norditropin (U.S., global); Solvay: Androgel; Vistakon: Alcaftadine. 

CDMi Connect — Allergan: Botox (therapeutics interactive); Genentech: Lucentis (DTP), Rituxan 

(NHL DTP), Rituxan (RA DTP); Novo Nordisk: Novolog (interactive), Novolog Mix (DTP and 

interactive), Levemir (DTP and interactive), Norditropin (DTP and interactive); Pfizer: Detrol LA 

(interactive), Helpful Answers, Zeven (professional interactive); Serono/Pfizer: Rebif (RM). 

CDM Managed Markets — Amgen: Sensipar (managed care); Genentech: Rituxan (managed 

care); Guilford: Aquavan (managed care); Novo Nordisk: Levemir (managed care), Novolog Mix 

(managed care), Novolog (managed care), Norditropin (managed care), Zeven (managed care). 

CDM Europe — Amgen: Aranesp Nephrology (EU); Novartis: Xolair. 

Fallon Medica — Cephalon: Gabitril. 

DDB Rx: Alpharma — Kadian; Genmab: FYT720; Novartis: AMN107, Exjade, Galvus, Gleevec. 

Accounts lost: CDM NY — Pfizer: Norvasc, Zithromax. 

CDM Princeton — Janssen: Risperdal Consta; Ortho-McNeil: Razadyne; Solvay: Activella. 

CDMi Connect — Boston Scientific: Enteryx (relationship marketing). 

CDM Managed Markets — Pfizer: Neurontin (managed care), Norvasc (managed care). 

CDM Europe — Amgen: Aranesp oncology (EU). 

Fallon Medica — Abbott: Vicadin; TAP: Asoprisnil. 

Services: Account Planning, film, video and commercial production, e-marketing, relationship 

marketing, interactive marketing, media planning and buying. 

New hires: Lisa Welsh, chief human resources officer. 

Offices: CDM Princeton; CDM West, Los Angeles, Calif. 

Divisions: CDM Princeton (full-service), CDM West, CDMiConnect, Managed Markets, 

Multicultural Marketing. 

CommonHealth 

30 Lanidex Plaza West, Parsippany, NJ 07054 

Phone: 973-884-2200 • Fax: 973-884-2487 • Web: www.commonhealth.com 

Founded: 1992 


Officers: Matt Giegerich, president and CEO, CommonHealth; managing partners: 

David Chapman, Guy Dess, Stacey Singer. Unit presidents: Guy Dess, Adient; 

Michael Parisi, Altum; Darlene Dobry, Carbon; Marc Weiner, Conectics and Qi; David 

Chapman, Ferguson; Stacey Singer, HLS; Joe Gattuso, MBS/Vox; John Nosta, 

Noesis; Christopher Tama, ProCom; Shaun Urban, Solara; Nancy Barlow, Xchange; 

Shelagh Brooke, EVP/chief strategic officer, Quantum; Daniel Katz, general 

manager, Quantum; Steven Pashkoff, EVP/chief creative officer, Quantum. 

Healthcare accounts: 3M; Abbott Laboratories; Allergan Inc.; American Express; AstraZeneca; 

Barr Pharmaceuticals; Becton Dickinson; Berlex Laboratories; Bristol-Myers Squibb; Cambrex 

Corporation; CancerCare, Inc. (pro bono); Centocor, Inc.; Cephalon, Inc.; Cordis Corporation; 

Cytogen; Depuy; Discovery Health Channel; Discus Dental, Inc.; Duramed Pharmaceuticals, Inc.; 

ESP Pharma; Esprit; Ethicon; Forest Labs; Genentech, Inc.; Gerber Products Co.; Gillette Oral 

Care; GlaxoSmithKline; INOtheraputics; Johnson & Johnson; Johnson & Johnson/McNeil; 

Medicus Pharmaceutical Corp.; Merck & Co.; Inc.; Merck Vaccine Division; Nestle; Novartis 

Pharmaceuticals Corporation; Organon; Ortho Biotech; Ortho-McNeil Pharmaceuticals, Inc.; 

PriCara, PPC – Oral Care; Pfizer, Inc.; Quest Diagnostics; Reckitt Benckiser; Roche Laboratories; 

sanofi-aventis; Schering-Plough Corporation; Serono, Inc.; The Dannon Company; Tibotec; 

Valeant; Visiting Nurse Services of New York; Vistakon; Watson; Wyeth Consumer Healthcare; Y- 

Me National Breast Cancer Organization; ZLB Behring. 

142 MM&M JULY 2006 

Accounts gained: Abbott Laboratories: confidential assignment (research-based consulting, 

managed care and interactive services); Altana Pharma US: confidential assignment (medical 

education and research-based consulting); AstraZeneca: BIO (professional advertising), 

confidential assignment (medical education and research-based consulting), Nexium (interactive 

services), TOPROL-XL (professional advertising), Zactima (professional advertising); Berlex 

Laboratories: Angeliq (professional advertising and interactive services), confidential assignment 

(medical information), Leukine (professional advertising), new products – confidential assignment 

(professional advertising); Boehringer Ingelheim: confidential assignment (medical education); 

Bristol-Myers Squibb: Dasatinib (professional advertising); Convatec: confidential assignment 

(medical education); Dava Pharmaceuticals: Oxycodone (professional advertising); Daiichi: 

confidential assignment (medical education); Duramed Pharmaceuticals, Inc.: Cenestin 

(professional advertising), Enjuvia (professional advertising and interactive services); Enzon 

Pharmaceuticals, Inc.: Abelcet (professional advertising); Esprit: confidential assignment 

(research-based consulting), corporate initiatives (professional advertising), Estrasorb (CRM & 

professional advertising), ProQuin XR (professional advertising and interactive services), Prosed 

(professional advertising), Sanctura (professional advertising); Ethicon Endo Surgery: confidential 

assignment (medical education); Eyetech Pharmaceuticals: confidential assignment (managed 

care); Forest Labs: confidential assignment (managed care); GlaxoSmithKline: confidential 

assignment (managed care); GPC Biotech AG: Satraplatin (professional advertising); Hospira: 

CLAVE Needle-Free Connector (professional advertising), DOSI-FUSER (professional advertising), 

national accounts (professional advertising), Next Generation Container (professional 

advertising), nutritional systems (professional advertising), Opticath Advance Sensor Catheter 

System (professional advertising), OptiQ System (professional advertising), SEDLine 

(professional advertising), Specialty Pharmaceuticals (professional advertising); Inhibitex: 

confidential assignment (professional advertising); Janssen: confidential assignment (researchbased 

consulting), Risperdal (CRM and interactive services); Lifescan: confidential assignment 

(medical education); Merck & Co., Inc.: Oncology franchise (professional advertising), Merck 

USHH – U.S. (interactive services), ProQuad INTERNATIONAL (professional advertising), VARIVAZ 

INTERNATIONAL (professional advertising); Multiple Myeloma Research Foundation: patient 

advocacy (professional advertising and interactive services); Novartis Pharmaceuticals 

Corporation: confidential assignment (managed care), Excedrin (professional advertising), 

Myfortic (interactive services); Novogyne Pharmaceuticals: Vivelle (professional advertising); 

Ortho Biotech: confidential assignment (managed care); Ortho-McNeil Pharmaceuticals, Inc.: 

Ceftobiprole (professional advertising), confidential assignment (research-based consulting), 

Doripenem (professional advertising); Pfizer, Inc.: confidential assignment (medical education and 

research-based consulting), Lipitor (managed care), Lubriderm (professional advertising), 

Efferdent (professional advertising); PriCara: Levaquin (CRM); Reliant Pharmaceuticals: DynaCirc 

CR (professional advertising); Roche: confidential assignment (research-based consulting); 

sanofi-aventis: Ambien (managed care); Shire US Inc.: confidential assignment (medical 

education); TAP Pharmaceutical Products: confidential assignment (managed care); Wyeth 

Pharmaceuticals: confidential assignment (medical education). 

FEATURED WORK 

Product: ABELCET 

Client: Enzon Pharmaceuticals Inc. 

Creative/account team: Mike Factor, 

account exec.; Steven Goldstein, creative 

director; Gargi Mukherjee, copywriter; Jim 

Quickstad, art director. 

Why this ad is special: The “Big Threat, Big 

Gun” campaign delivers a fresh, bold, 

revitalized image of Abelcet, the antifungal that 

saves lives. It also addresses that fungal 

infections are serious and the wrong choice can 

be deadly. As the tag line states, ABELCET is 

the right choice, right now. 

Services: Branding and identity; comprehensive CME; consumer advertising and promotion, 

contract sales/outsourced marketing; experiential marketing; global marketing; interactive 

services; managed care marketing; market research; media planning and buying; medical 

education; professional advertising and promotion; professional and patient education materials; 

publication planning; relationship marketing; research-based consulting; sales training 

communications and development; strategic planning and business development. 

Offices: Adient, 434 Interpace Parkway, Parsippany, NJ 07054; Altum, 30 Lanidex Plaza West, 

Parsippany, NJ 07054; Conectics, 30 Lanidex Plaza West, Parsippany, NJ 07054 and 2110 

Headquarters Plaza, Morristown, NJ 07960; Carbon, 420 Interpace Parkway, Parsippany, NJ 

07054; Ferguson, 30 Lanidex Plaza West, Parsippany, NJ 07054; HLS, 402 Interpace Parkway, 

Parsippany, NJ 07054; MBS/Vox, 800 Lanidex Plaza, Parsippany, NJ 07054; Noesis, 2110 

Headquarters Plaza, Morristown, NJ 07960; ProCom, 30 Lanidex Plaza West, Parsippany, NJ 

07054; Qi, 800 Lanidex Plaza, Parsippany, NJ 07054; Quantum, 800 Lanidex Plaza, Parsippany, 

NJ 07054; Solara, 30 Lanidex Plaza West, Parsippany, NJ 07054 and Chanin Building, 43rd 

Floor, 122 East 42nd Street, New York, NY 10017; Xchange, 800 Lanidex Plaza, Parsippany, NJ 

07054. 

Divisions: Adient: full-service professional advertising and promotion agency; Altum: full-service 

professional advertising and promotion agency focused on high-science and specialty markets;

Carbon: full-service professional advertising and promotion agency; Conectics: research and 

media planning services; Ferguson: full-service professional advertising and promotion agency; 

HLS: medical education services; MBS/Vox: research-based consultancy that specializes in 

physician-patient communication; Noesis: full-service professional advertising and promotion 

agency; ProCom: medical education services; Qi: interactive services; Quantum: full-service 

consumer advertising and promotion agency; Solara: strategic marketing services to help 

improve patient access to pharmaceutical brands competing in managed markets; Xchange: 

relationship-building initiatives exclusively for the healthcare industry. 

Concentric Advertising 

71 W. 23rd Street, Suite 903, New York, NY 10010 

Phone: 212-633-9700 • Fax: 212-633-0573 

E-mail: info@concentric-rx.com • Web: www.concentric-rx.com 

Founded: 2002 

Officers: Ken Begasse, Sr., partner/chief strategic officer; Ken Begasse, Jr., 

partner/director of client services and agency operations; Michael Sanzen, 

partner/director of creative services, 360 Graphics; Robb Brady, group director, 

account; Sayan Ray, associate creative director, art. 


2005 2004 





2005 

Journals 25.0% 


Conventions/exhibits 15.0 


Sales materials 30.0 

Consumer media 10.0 

Healthcare accounts: Pfizer: Arthrotec, Cardura XL, Caverject Impulse, Pfizer For Men, Lipitor, 

Zoloft; Warner Chilcott: Loestrin Fe 24, Taclonex, Dovonex, Doryx, EstroStep Chewable; INO 

Therapeutics: INOmax; Laboratory Skin Care: corporate; Mitsubishi Pharma USA: corporate; 

Cobalt Laboratories: corporate; Exaeris: corporate. 

Accounts gained: 11 

Accounts lost (2): ALTANA Pharma: respiratory franchise (no longer promoting); Cephalon: 

managed markets (work finalized). 

Services: Concentric is a full-service, media-agnostic, strategic marketing and communications 

firm. Concentric’s unique approach draws strategic insights from in-depth exploration of the 

beliefs and behaviors of the “3 P’s,” the key customers who interact during each prescription 

drug sale: the physician, the patient, and the plan. The Concentric approach is to consider this 

customer dynamic in its totality, from the onset of strategic planning through execution and 

program implementation. Concentric’s fully-integrated services include: strategic planning, brand 

development, pre-commercialization planning, U.S. and global marketing communications, 

relationship marketing, patient education and sales force support programs. 

Divisions: Concentric Managed Markets, Concentric Consumer, 360 Graphics. 

FEATURED WORK 

Product: Cardura XL 

Client: Pfizer 

Creative/account team: Michael Sanzen, 

creative director; Sayan Ray, associate 

creative director, art; Daniel Welch, copy 

supervisor; Ken Begasse Jr., director of client 

services; Steven Schmidt, account supervisor. 

Why this ad is special: Cardura XL is a true 

advancement of a standard in BPH treatment 

— doxazosin. Strategically, it was imperative 

to use the GITS technology to immediately 

differentiate Cardura XL from immediate 

release Cardura and generic competition. Our 

launch ad needed not only to highlight but to 

embrace the GITS delivery system as the core 

reason to believe that with Cardura XL, 

physician’s can harness the true potential of 

doxazosin and “Release the Relief.” This ad 

demonstrates physician advertising that is 

strategically sound, singularly focused and 

uses an image to immediately tell the “story” 

of the brand. 

AGENCY A-TO-Z 

Corbett Accel Healthcare Group 

211 E. Chicago Avenue, Chicago, IL 60611 

Phone: 312-475-2610 • Fax: 312-649-7232 

E-mail: MarketMovingIdeas@corbettaccel.com • Web: www.corbettaccel.com 

Founded: 1962, merged 2004. 

Parent company: Omnicom Group/Diversified Agency Services, New York, N.Y. 

Officers: Scott Cotherman, CEO; EVPs: Phila Broich, Dennis Hoppe, Bill Marovitz, 

Tony Morello, John Scott. Corbett Worldwide Healthcare Communications — Elaine 

Eise, president; Bob DeBartolo, EVP/exec. director of client services; Robin Shapiro, 

SVP/exec. creative director. Surge Worldwide Healthcare Communications — 

Carleen Kelly, president; Orin Kimball, SVP/exec. creative director; Chris Weber, 

SVP/group account director; Mike Banner, VP/group account director. 

Healthcare accounts: Alcon Inc., Altana Pharma AG, American Heart Association, Avanir 

Pharmaceuticals, Boehringer Ingelheim, Bristol-Myers Squibb Co., Cryo-Cell International Inc., 

Endo Pharmaceuticals Inc., Genentech Inc., GlaxoSmithKline, Hospira Inc., King Pharmaceuticals 

Inc., Eli Lilly and Co., Medtronic Inc., Merck & Co., Millennium Pharmaceuticals Inc., NitroMed Inc., 

Novartis, Novogyne Pharmaceuticals, Ortho Biotech Products LP, OrthoNeutrogena, Otsuka 

America Pharmaceutical; Procter & Gamble Co.; Roche, Schering-Plough Corp., Shire 

Pharmaceutical, UCB Pharma Inc., Valera Pharmaceuticals Inc., Wyeth, XenoPort Inc. 

Offices: Corbett Worldwide Healthcare Communications, 211 E. Chicago Avenue, Chicago, IL 

60611; Surge Worldwide Healthcare Communications, 220 E. 42nd Street, New York, NY 10017. 

FEATURED WORK 

Product: Azopt 

Client: Alcon Inc. 

Creative/account team: Art directors: 

Tom Dickman, Tom Walker; copywriters: Jeff 

Sherman, Anne Wallace; Jamie Pfaff, 

creative director; Jamie Goldman, VP/senior 

account director; Shay Johnson, senior 

account exec. 

Why this ad is special: The image is 

arresting. It uses a touch of humor to say that 

Azopt is the best choice when adjunctive 

glaucoma therapy is necessary (as it often 

is). The comparison of the treating physician 

to a classical musician is appealing, and what 

doctor wouldn’t occasionally like to have 

three hands? 

Product: Vytorin 

Client: Merck & Co. 

Creative/account team: Creative 

directors: Orin Kimball, Kate Zartler; James 

Drosnes, associate creative director, copy; 

art directors: Fiona O’Donnell, Laura Potucek; 

Victor Wright, account director; Jessica 

Wolfe, account supervisor. 

Why this ad is special: A powerful reminder 

for a powerful product. This ad uses a 

dramatic visual idea to underscore the 

dramatic effect provided by Vytorin in the 

fight to lower elevated cholesterol. 

JULY 2006 MM&M 143

AGENCY A-TO-Z 

Core-Create, Inc. 

(formerly Ribotsky Worldwide) 

370 Campus Drive, Somerset, NJ 08873 

Phone: 732-748-0433 

E-mail: info@core-create.com • Web: www.core-create.com 

Founded: 2004 

Parent company: Core Create Group, Ltd., London, England 

Officers: Iain Johnston, chairman of the board; Ken Ribotsky, president; VPs: Dorene 

Weisenstein, Jo Ann Mayer; Robert Knoll, general manager. 


2005 2004 






Medical education 10.0 10.0 

Healthcare accounts: ConvaTec (a Bristrol-Myers Squibb Company): wound therapeutics 

(global, U.S., U.K.) — corporate, Aquacel, Aquacel AG, DuoDerm, Hyalofil, Versiva; ostomy care 

(global, U.S., U.K.) — corporate, Esteem, Esteem Synergy, Natura, Stomahesive, Surepress, 

FlexiSeal, Little Ones, new product development; Coria Laboratories: corporate communications, 

CereVe, Ovace, Cloderm, new product development; Healthpoint Surgical: Triseptin, Surgicept, 

Actiprep, Exactacain; Xanaodyne Pharmaceuticals, Inc.: corporate; Novartis Oncology: 

interactive; Nikon Optical, Inc.: lenses; Biovail Corporation: corporate. 

Accounts gained (6): Nikon Optical: lenses; Healthpoint Surgical: Surgicept, Actiprep, 

Exactacain; Coria Laboratories: new products, ConvaTec: new products. 


Services: Advertising and promotion, corporate identity, Web and new media, corporate 

communications, custom publishing, internal communications, sales force programs, branding 

and design, DTC, DTP. 

Offices: London, England. 

Divisions: Professional communications, consumer communications, public relations, Core- 

Create, Ltd.: publishing, sales force communications, Alpha & Omega: medical education 

(separate division). 

Cramer 

425 University Avenue, Norwood, MA 02062 

Phone: 781-278-2300 

E-mail: info@crameronline.com • Web: www.crameronline.com 

Founded: 1982 

Officers: Tom Martin, president/CEO; TJ Martin, EVP, sales and marketing. 


2005 2004 




Healthcare accounts: Serono, Inc, Boston Scientific, Bayer, Edwards Life Sciences, Candela, 

Idenix, US Surgical, Genzyme, Philips Medical, Smith & Nephew, Merck. 

Accounts gained (4): Idenix, Edwards Life Sciences, Merck, US Surgical. 


Services: Cramer serves healthcare companies who need to drive sales by influencing the 

choices of patients and professionals. Cramer’s Healthcare Practice offers clients proven 

strategic and creative capabilities including: brand development, integrated communications 

strategy and planning, audience segmentation, lead generation, speed to market, technical 

innovation, acquisition and retention strategy and management, sales tools, MOA’s, and training 

platforms. These solutions are executed through Cramer’s services of strategic planning, 

learning solutions, interactive, graphic design, meetings and events, and video. 

144 MM&M JULY 2006 

FEATURED WORK 

Product: FertilityLifeLines.com 

Client: Serono, Inc. 

Creative/account team: Liz Kay, 

VP, account services; Sara Keating, 

VP, strategy and creative. 

Why this ad is special: Consumers 

generally lack reliable information 

about infertility, including when, 

where, and how to seek treatment. 

They also generally wait too long 

before seeking a diagnosis and drop 

out of treatment due to the 

psychological burden of the process. 

FertilityLifeLines.com is a reliable and encouraging source for support and answers about fertility, 

and is highly user-focused, clean and uncomplicated. Cramer and Serono, Inc. were awarded the 

2005 Medical Marketing & Media Award “Best Use of Digital Marketing to Consumers.” 

Crowley Webb and Associates 

268 Main Street, Suite 400, Buffalo, NY 14202 

Phone: 716-856-2932 • Fax: 716-856-2995 

E-mail: jim.hettich@crowley-webb.com • Web: www.crowley-webb.com 

Founded: 1986 

Officers: James Hettich, chairman/CEO; David Buck, president/chief creative 

officer; Richard Spears, chief marketing officer; Jean Fletcher, CFO; Ann Caruana, 

VP, account service; James Crowley, VP/media director; Jeffrey Pappalardo, 

VP/creative director. 


2005 2004 





2005 2004 








Other 2.0 3.0 

Healthcare accounts: Addition Technology, Inc.: ophthalmic products; Aspen Dental: dental 

practice management; Associated Healthcare: respiratory care; Community Health Foundation of 

Western & Central New York; Minrad International, Inc.: medical instruments manufacturing; 

Praxis Communications, Inc.: centralized patient recruitment for clinical research studies; The 

Research Center for Stroke and Heart Disease; Vein Clinics of America. 

Accounts gained (3): Community Health Foundation of Western & Central New York; Minrad 

International, Inc.: medical instruments manufacturing; The Research Center for Stroke and Heart 

Disease. 

Accounts lost (1): Independent Health. 

Services: Interactive, corporate ID, design, market research consultation. 

Cummins, MacFail & Nutry, Inc. (CM&N) 

134 West End Avenue, Somerville, NJ 08876 

Phone: 908-722-8000 • Fax: 908-722-2055 

E-mail: ffasano@cmn-adv.com • Web: www.cmn-adv.com 

Founded: 1951 

Officers: Frank Fasano, president; Dominick Cirilli, EVP. 


2005 2004 



U.S. Employees 10 9


2005 2004 

Journals 25.0% 23.0% 





Other 2.0 

Healthcare accounts: Small Bone Innovations: arthroplasty, internal fixation, external fixation, 

tissue technology; Innovative Medical Products: surgical positioners; Care Support of America: 

care coordination insurance; EBI: fracture management, bone growth technologies, spine 

products, cold therapy, orthopedic soft goods; URL Mutual: generic pharmaceuticals. 

Accounts gained (2): Small Bone Innovations; Care Support of America. 

Services: Market planning, strategy development, product/corporate positioning. 

FEATURED WORK 

Product: Bone Growth Stimulation Products Client: EBI 

Creative/account team: Dom Cirilli, creative director; Frank Fasano, account exec. 

Media team: Diane Amato, media director. 

Why this ad is special: EBI received FDA approval late in 2004 to promote the mechanism of 

action of its bone growth stimulation technologies — both spine and long bone. A four-pocket 

folder spelled out the MOA process in technical terms, and one sheet each was dedicated to 

“basic science,” “clinical results,” “cost effectiveness,” and “product features and benefits.” 

Paul A. DeJesse Inc. Advertising/PDJ, Inc. 

Broad Street Professional Plaza, Freehold, NJ 07728 

Phone: 732-780-6909 • Fax: 732-303-8343 

E-mail: pdjrn@aol.com 

Founded: 1980 

Officers: Paul A. DeJesse, M.B.A., Ph.D., CEO/president; Phyllis S. DeJesse, D.M.H., 

M.A., R.N., EVP/chief creative director; Dr. Rudy Borgersen, VP/medical director; A. 

Scott DeJesse, VP/director of design. 


2005 2004 





2005 2004 

Journals 14.0% 14.0% 







Healthcare accounts: Johnson & Johnson; Becton Dickinson; DuPont; C.R. Bard; Den-Tal-Ez; 

GlaxoSmithKline; Eye Care of New Jersey; Heraeus; Fiber-Tec; VSM MedTech Ltd.; Butler. 

Services: Professional education, public relations, continuing education, corporate compliance 

programming, films, sales training, launch meetings, branding programs. 

New hires: David Capalde, account supervisor. 

Divisions: PS Communications, PDJ Institute for Business Performance, PDJ Public Relations. 

AGENCY A-TO-Z 

FEATURED WORK 

Product: Zendium 

Client: Oral 

B/CooperCare 


The objective of the 

Zendium global launch 

was to illustrate the first 

use of a specialized 

enzyme/saliva based 

technology and its uses 

in a toothpaste, uniquely 

formulated to help clean 

teeth and maintain 

professional cleaning 

longer, while diminishing 

problems associated with the need for enhancing dental health by professionals. This new brand 

was uniquely formulated to clinically enhance patient knowledge of their need to use this new 

technology by increasing the level of dialogue between patient and doctor; identifying information 

contained in clinicals to help prevent decay from infancy through adulthood. This program with its 

various components created an interactive dialogue with dental professionals and parents of the 

high risk of not utilizing Zendium for the enhancement of quality of life in dental care. 

Deutsch Inc. 

111 Eighth Avenue, New York , NY 10011 

Phone: 212-981-7600 • Fax: 212-981-7525 

E-mail: first_last@deutschinc.com • Web: www.deutschinc.com 

Founded: 1969 

Parent company: Interpublic Group of Companies, New York, N.Y. 

Officers: Donny Deutsch, chairman of the board; Linda Sawyer, CEO; Val DiFebo, 

president, NY; Kathy Delaney, chief creative officer/president, NY; Mike Sheldon, 

president, LA; Eric Hirshberg, chief creative officer/president, LA; Fred Rubin, 

partner/director of iDeutsch/director of directDeutsch; Bobbi Casey Howell, 

partner/director of customer data strategy; Peter Gardiner, partner/chief media 

officer; Mike Duda, partner/director of business develop’t and corporate initiatives. 

Healthcare accounts: Johnson & Johnson: Tylenol, St. Joseph, OrthoEvra, Motrin, Imodium; 

DePuy/Novartis: Zelnorm, Lamisil, Diovan, Famvir, Lotrel, Zaditor, BP Zone; Sanofi Pasteur: 

DAPTACEL, Menactra. 

Offices: Los Angeles, Calif. 

Divisions: mediaDeutsch: media buying and planning; Deutsch PR Promo Plus: PR, promotions 

and events; iDeutsch: interactive; directDeutsch: direct marketing; designDeutsch: design. 

Donahoe Purohit Miller Advertising 

111 South Wacker Drive, Suite 4700, Chicago, IL 60606 

Phone: 312-341-8100 • Fax: 312-341-8119 

E-mail: bigideas@dpmadvert.com • Web: www.dpmadvert.com 

Founded: 1985 

Parent company: Donahoe Purohit Miller, Inc. (DPM), Chicago, Ill. 

Officers: Ahnal Purohit, Ph.D., president; Monica Noce Kanarek, EVP; VPs: Jay 

Doniger, Mark Kruger. 


2005 2004 

Journals 20.0% 25.0% 





Services: DPM Advertising is a division of DPM, Inc., which is organized in four full-service 

divisions, each providing a different way for our clients to boost their brands: DPM Advertising: a 

health care agency that offers strategically creative, brand-building communications; CPE 

Communications: a medical communications company, offering medical and patient education; 

Fact Flow Research: a market research firm with qualitative and quantitative market research 

capabilities; Medical Viewpoints: a division developing and facilitating consultancy programs. 

DPM’s structure allows these divisions to work together seamlessly, with one main point of 

contact for the client and complete integration with regards to strategy and tactics. Each division 

is also capable of working independently in order to provide clients with more targeted support 

when necessary. 

Offices: 84 Headquarters Plaza, West Tower, 6th Floor, Morristown, NJ 07960. 

JULY 2006 MM&M 145

AGENCY A-TO-Z 

FEATURED WORK 

Product: Increlex 

Client: Tercica, Inc. 

Why this ad is 

special: Increlex was 

officially launched in 

January 2006 as a 

new therapy for growth 

failure children with 

severe Primary IGF-1 

deficiency (Primary 

IGFD). The 3-page ad 

created by DPM to 

reach pediatric 

endocrinologists 

accomplished many 

objectives. It introduced the brand as a new therapy supported by new thinking focused on 

“replacing what’s missing” in children who have severe primary IGF-1 deficiency and emphasized 

the unique positioning of Increlex as a “first” and “only” recombinant human IGF-1 therapy. The ad 

also presented definitive efficacy and safety trial data and it launched the visually compelling 

graphic campaign featuring children, at first restricted by the flowers in which they’re confined, 

finally blossoming — as they might on Increlex therapy. 

Dorland Global Corporation 

One South Broad Street, 11th Floor, Philadelphia, PA 19107 

Phone: 215-625-0111 • Fax: 215-625-9037 

E-mail: rsweeney@dorland.com • Web: www.dorland.com 

Founded: 1971 

Officers: Harry Sweeney, chairman/CEO, Dorland Global Corporation; Rita Sweeney, 

president/chief operating officer, Dorland Global Corporation; Nancy Long, 

president, Dorland Global Public Relations; Richard Minoff, president, Dorland Global 

Health Communications; Charles Santangelo, EVP/CFO, Dorland Global Corp. 


2005 2004 





2005 2004 







Other 10.0 10.0 

Healthcare accounts: Centocor Inc.: Remicade, corporate branding, new product; Procter & 

Gamble: Actonel, professional public relations, new product; Cephalon, Inc.: Provigil; Wyeth: 

healthcare systems (managed care, pharmaceutical care, senior care); Baxter: Aralast, 

Gammagard; Chiron (vaccines): Fluvirin, Rabavert; Cytyc: Thin Prep, Imager, Novasure; Guidant: 

cardiac surgery; Covance: risk management program; InterMune: Infergen, Pulmonology; McNeil: 

Imodium, medicine cabinet, St. Joseph’s Aspirin, Tylenol; Genzyme: Thymoglobulin; 

GlaxoSmithKline: Arixtra; Cyberonics: VNS Therapy; Myogen: Ambrisentan, Darusentan. 



Services: Dorland Global Corporation specializes in healthcare pharmaceuticals, biotechnology, 

medical devices and diagnostics. We work on all marketing communications activities, pre- and 

post-launch, public relations, online strategy, medical and scientific affairs. 

Offices: San Francisco, Calif. 

Divisions: Dorland Global Health Communications, Dorland Global Public Relations and inRx 

Medical Education. 

Draft 

633 N. St. Clair Street, Chicago, IL 60611 

Phone: 312-944-3500 

E-mail: info@draftworldwide.com • Web: www.draftworldwide.com 

Founded: 1978 

Parent company: The Interpublic Group of Companies, Inc., New York, N.Y. 

146 MM&M JULY 2006 

Officers: Howard Draft, chairman/CEO, Draft; Laurence Boschetto, president/chief 

operating officer, Draft, Inc.; Yvonne Furth, president/CEO, Draft Chicago; David 

Florence, president/CEO, Draft, International; Wendy Lurrie, general manager, Draft 

New York. Chicago — EVPs: Kathy Bucaro-Zobens, exec. creative director; Lor 

Gold, chief creative director; William Gorski, chief account services officer; Nancy 

Leibig, director of business development; Tina Manikas, chief global retail & 

promotions marketing officer; Wally Petersen, chief communications officer; Tony 

Weisman, chief marketing officer; Sarah Wilcox, director of Draft Health; SVPs: Janet 

Barker-Evans, group creative director; Katherine Caldwell, director, strategic 

planning & research; Joe Gallo, group creative director; Lisa Penelton, director of 

analytic services, customer intelligence; VP/account directors: Mary Doherty, David 

Levin, Jennifer Neumann, Catherine Roggow; Joe Popa, VP/creative director. New 

York — EVPs: Liz Deutch, director of account services; Teresa Fellows, director of 

operations; Nancy Grebey, managing director; Larry Harris, director of integration & 

cross cultural communications; Via Harris, director of insight services; Suzanne 

Welling, CFO; SVPs: Eric Bacolas, global human resource director; Patricia Berry, 

group director, strategic planning & research. 

Healthcare accounts: CVS/pharmacy; GlaxoSmithKline; Kaiser Permanente: health insurance; 

MilkPEP; Ross Products: Pedialyte, PediaSure, Similac; Takeda: ACTOS; UHG/AARP; WAC 

(Welcome Addition Club). 

Accounts gained (1): GlaxoSmithKline. 

Services: Retail marketing, healthcare marketing, account specific marketing, general 

marketing, total integrated marketing, games and sweepstakes, strategic branding, 

entertainment and property marketing, database technology, guerilla technology marketing, 

CRM, fulfillment, packaging environmental branding, merchandising media, operations 

management, and analytic services. 

Offices: Draft – New York, 919 Third Avenue, New York, NY 10022; Draft – Bentonville, Exec. 

Center, 1104 S. Walton Boulevard, Bentonville, AR 72712; Draft – Los Angeles, Continental 

Grand Plaza, 400 Continental Bouelvard, El Segundo, CA 90245. 

Dudnyk 

100 Tournament Drive, Horsham, PA 19044 

Phone: 215-443-9406 • Fax: 215-443-0659 

E-mail: frobbins@dudnyk.com • Web: www.dudnyk.com 

Founded: 1993 

Officers: Edward Dudnyk, chairman of the board; Fred Robbins, president; EVPs: 

Barry Schmader, Lorna Weir; VPs: Frank Powers, Chris Tobias, Ph.D., Chuck 

Jeffries. 

Healthcare accounts: Shire US Inc.: Carbatrol, Equetro; Medtronic Vascular: AneuRx, Talent, 

Endeavor; Medtronic Urology: Interstim; OraPharma Inc.: Arestin; TAP Pharmaceutical Products: 

Lupron Depot; Advancis Pharmaceutical Corp.: Keflex; OSI Pharmaceuticals Inc.: corporate; 

Merck & Co.: Arcoxia, Cozaar, Propecia, Stocrin; Forest Laboratories: Lexapro; Fujirebio 

Diagnostics Inc.: diagnostic products; Omnisonics: Resolution Endovascular System; ZLB 

Behring: Rhophylac; Multiple Myeloma Research Foundation: corporate; Molecular Insight 

Pharmaceuticals: corporate. 

Accounts gained (5): TAP Pharmaceutical Products: Lupron Depot; Medtronic Urology: 

InterStim; Merck & Co.: Arcoxia; Multiple Myeloma Research Foundation: corporate; Forest 

Laboratories: Lexapro. 

Accounts lost (2): GenProbe, Sigma-Tau Pharmaceuticals. 

Divisions: Double Door Interactive Group, Double Door Design Group. 

FEATURED WORK 

Product: AneuRx Stent Graft 

Client: Medtronic Endovascular 

Creative/account team: John Kemble, Barry 

Schmader, Beth Lehr. 

Why this ad is special: We do tons of brand 

campaigns, but people often forget bold brand 

solutions don’t always have to be branded — or 

even a campaign! These ads were done on behalf 

of Medtronic Endovascular, aimed at dispelling 

the myths about stent graft migration 

propagated by a main competitor. All ads ran in 

the same pubs for impact and frequency.

AGENCY A-TO-Z 

KFDunn & Associates, Inc. 

10 Corporate Circle, Suite 303, New Castle, DE 19720 

Phone: 302-328-3347 • Fax: 302-328-4509 

E-mail: mailus@kfdunn.com • Web: www.kfdunn.com 

Founded: 1988 

Officers: Kathleen F. Dunn, president; Peter Gordon, EVP; Tony Ross, VP. 

Healthcare accounts: B. Braun Medical: medical devices; Berlex Laboratories: imaging agents; 

Abbott: hematology diagnostics; Protedyne: lab robotics; Fuji Medical Systems: computed 

radiography; MaxCyte: cellular therapies; Seahorse Bioscience: cell metabolism; Insure Your 

Health: nutriceuticals. 

Accounts gained (4): Abbott: hematology; Protedyne: lab robotics; Seahorse Bioscience: cell 

metabolism; Insure Your Health: nutriceuticals. 


FEATURED WORK 

Product: Lab Robotics 

Client: Protedyne 

Creative/account team: Tony Ross, Peter 

Gordon. 

Why this ad is special: Protedyne is a leader in 

bringing the robust finesse of industrial 

automation to today’s life science laboratories. 

This ad introduces Radius, the first benchtop 

robot from Protedyne. Breaking through the 

visual clutter of everyday laboratory imagery, we 

ask the question: “How do you expect to handle 

your most complex application challenges?” 

Since we’re all only human, the answer, naturally, 

is Radius from Protedyne. 

echo Torre Lazur 

120 Eagle Rock Avenue, East Hanover, NJ 07936 

Phone: 973-884-4707 • Fax: 973-884-4749 

E-mail: joe.poggi@mccann.com • Web: www.echo-tl.com 

Parent company: McCann Healthcare Worldwide, Parsippany, N.J. 

Officers: Marci Piasecki, chairman of the board, Torre Lazur McCann Healthcare; Joe 

Poggi, president; Juan Ramos, EVP/exec. creative director, art; Tracy Blackwell, 

EVP/exec. director, copy; Beth Beck, SVP/account director. 


2005 2004 





2005 






Healthcare accounts: Roche: Kytril, Pegasys; Sepracor: Arformoterol, Lunesta, Lunesta 

managed markets, Xopenex, Xopenex managed markets, Xopenex HFA; Ethicon: Balloon Dilator 

(fixed wire, wire-guided), InScope, Multiclip Applier, Optical Dilator, PillCam; Serono: Gonal-f, 

reproductive health franchise; Abbott: Humira managed markets; Cephalon: Vivitrol special 

projects; CINJ: njctc.org. 

Accounts gained (10): Ethicon: Balloon Dilator (fixed wire, wire-guided), InScope, Multiclip 

Applier, Optical Dilator, PillCam; Sepracor: Arformoterol, Sepracor managed markets, Xopenex 

HFA; Abbott: Humira managed markets; Cephalon: Vivitrol special projects. 

Accounts lost (1): Eisai: Zonegran (no longer promoting product). 

Services: A full-service managed markets group as well as a multimedia department to allow for 

the successful integration of these important services into core brand and corporate activities. 

New hires: Jesse Johanson, SVP/account director. 

148 MM&M JULY 2006 

Offices: Parsippany, 

N.J.; New York, N.Y. 

FEATURED WORK 

Product: Pegasys 

Client: Roche 


team: Copy: Karen 

Smith, Melinda Milovic; 

Art: Darlene Heckman, 

Mark Gargiulo; Account: 

Kristin Kuntz, Kiernan 

Leckie. 

Media team: Trish 

Natale. 


special: This dynamic 

evolution of the award-winning PEGASYS campaign introduces a compelling human element and 

dramatizes the benefit of having PEGASYS behind hepatitis C patients. With a strong call to action, 

the campaign elevates in a memorable way the importance of treating hepatitis C. 

Eden Communications Group 

515 Valley Street, Maplewood, NJ, 07040 

Phone: 973-275-6500 • Fax: 973-275-9792 

Web: www.edencomgroup.com 

Parent company: Omnicom 

Founded: 1997 

Officers: Maggie Helmig, president; Judy Kiddes, CEO. 

Healthcare accounts: Pfizer: projects; Sanofi-Aventis: projects; Novartis Oncology: projects; 

Berlex: projects; Ortho-McNeil: projects; UCB: projects; Serono: projects. 

Services: Full-service health education and marketing agency providing educational programs 

and services for healthcare professionals, patients and managed-access companies. Specializes 

in direct-to-patient initiatives developed in partnership with patient advocacy and professional 

organizations. 

Offices: Adelphi, Inc., New York. 

Divisions: Adelphi Communications; Adelphi, Inc., New York. 

FEATURED WORK 

Product: Self-Promotion 


Donna Malik, Rebecca 

Spence. 


Reflects the culture and 

philosophy of the company 

while demonstrating the 

creativity of our unique 

offerings that set Eden 

apart from other agencies. 

ENA Marketing & Advertising 

788 Shrewsbury Avenue, Tinton Falls, NJ 07724 

Phone: 732-389-6400 • Fax: 732-389-8282 

E-mail: agency@ena-inc.com • Web: www.ena-inc.com 

Founded: 1985 

Parent company: Edward Newland Associates, Inc., Tinton Falls, N.J. 

Officers: Ned Newland, chairman of the board; Ted Newland, president; Michael 

Kenny, SVP; VPs: Lisa Gibson, Jean Newland, Carol Pierini. 


2005 2004 



U.S. Employees 13 15


2005 2004 

Journals 15.0% 15.0% 







Healthcare accounts: Baxter: Hylenex; Neuronetics: company/product launch; NovoNordisk: 

Levemir; Pfizer: managed care, customer marketing; Pharmaceutical Direct, Inc.: promotion; 

Wyeth: BeneFix, ReFacto; ZLB Behring: medical education. 



Services: Strategic marketing support, prelaunch and launch planning, sales force support, 

Web-based/digital media, speaker training, accredited/nonaccredited educational programs, 

KOL development, interactive learning, translations/health literacy, multicultural direct-to-patient 

programs. 

New hires: David Braca, director of business development and strategic planning. 

Offices: Bonita Springs, Fla. 

Divisions: ENA Marketing/Advertising, ENA Global Medical Communications. 

FEATURED WORK 

Product: AlbuRx 

Client: ZLB Behring 

Creative/account team: Michael Kenny, Ken 

Brooks. 

Why this ad is special: This professional print ad 

for AlbuRx human albumin solution emphasizes 

the versatility and value of AlbuRx for a wide 

variety of critical care situations. 

EPIC Brand Communications 

27071 Aliso Creek Road, Suite 240, Aliso Viejo, CA 92656 

Phone: 949-215-9600 • Fax: 949-215-9550 • Web: www.epicbg.com 

Founded: 1995 

Officers: Doug Newbry, president; Steve Johnson, EVP; Paul Shortley, VP. 


2005 2004 





2005 2004 

Journals 15.0% 10.4% 







Other 10.0 

Healthcare accounts: Biogen Idec: Zevalin; Vestara; Beckman Coulter: biomedical research 

division; Clearant; Neomatrix; Philips Medical Systems; Pharmion: corporate; Eklin Medical 

Systems; BioVentrix; ZONAR Medical Systems; DakoCytomation; Vasamed. 

Accounts gained (4): Philips Medical Systems; Pharmion: corporate; Clearant; Eklin Medical 

Systems. 


AGENCY A-TO-Z 

Services: Full-service healthcare communications firm offering brand strategy, integrated 

communication development, media planning, professional communications, digital 

communications, medical education, and direct-to-patient advertising. 

FEATURED WORK 

Product: Zevalin 

Client: Biogen Idec 

Creative/account team: Doug Newbry, creative 

director; Steve Finkelstein, senior copywriter; Mel 

Curtis, art director; Steve Johnson, account 

supervisor. 

Why this ad is special: Zevalin is the first and 

leading therapy in its class. This piece utilizes 

Zevalin’s gold baton symbol as an expansion of the 

brand identity that now includes a “single scan” 

regimen. This concept further supports Zevalin’s 

“ready to go” brand promise. 

Euro RSCG Life Adrenaline 

200 Madison Avenue, 2nd Floor, New York, NY 10016 

Phone: 212-251-2750 • Fax: 212-251-8819 

E-mail: terry.gallo@eurorscg.com • Web: www.eurorscglife.com 

Parent company: Euro RSCG Life Worldwide, New York, N.Y. 

Officers: Terry Gallo, president; Richard Marshall, SVP/director of client services. 

Healthcare accounts: Bristol-Myers Squibb: Reyataz (DTC/P), Sustiva (DTC/P), Baraclude 

(DTC/P), HIV community support; Bristol-Myers Squibb/Gilead: Strivist (DTC/P); Wyeth: Protonix 

(DTC/P); Warner Chilcott: Loestrin 24 Fe (DTC); Endo Pharmaceuticals: Lidoderm (DTC/P). 

Accounts gained (4): Endo Pharmaceuticals; Lidoderm; Wyeth: Protonix; Bristol-Myers 

Squibb/Gilead: Strivist; Warner Chilcott: Loestrin 24 Fe. 


Services: Consumer/patient communications agency including TV, radio, print, direct 

marketing, patient promotion, educational/sales video. 

FEATURED WORK 

Product: Reyataz 

Client: Bristol-Myers 

Squibb Corporation 


team: Scott Tucker, 

group account 

supervisor; Katie 

McCullough, senior 

account exec.; Stephen 

Dolleck, creative 

director. 


This ad strongly delivers 

on a key HIV+ consumer 

insight — that many 

people with HIV don’t want to be easily identified as having HIV. By not identifying “Kevin” we are 

saying that patients can effectively manage their HIV while not looking and feeling sick. 

Euro RSCG Life Central 

36 E. Grand Avenue, Chicago, IL 60611 

Phone: 312-640-3181 • Fax: 312-640-3191 

E-mail: susan.flinn@eurorscg.com • Web: www.eurorscglife.com 


Officers: Susan Flinn, president; Skip Thurnauer, SVP/director of client services; Rich 

Angelini, group VP/creative director; Larry Farkos, group VP/director of creative 

operations; Eric Densmore, group VP. 

Healthcare accounts: Meridian Medical Technologies: AtroPen, ATNAA, EpiPen; King Pharma 

Canada: EpiPen; Baxter: Infusor; Dendreon: Provenge; Hematology Oncology Associates of 

Illinois; Hollister/Urgo: wound care; Sterilox: Sterilox; Gelita: CH-Alpha. 

JULY 2006 MM&M 149

AGENCY A-TO-Z 

FEATURED WORK 

Product: Rituxan 

Client: Genentech 


Brendan Gately, copywriter; JT 

Andexler, art director; Eric 

Densmore, account supervisor; 

Pete Densmore, account 

coordinator; Bob Hammond, 

interactive supervisor. 

Why this ad is special: How do 

you show a potential client that you 

know how to run a direct-to-patient 

program? Well, run a direct-topatient 

program, of course — except target the potential clients as the patients. Back in May of 

2005 we learned that Genentech would be requesting proposals for the DTP agency of record 

assignment to launch Rituxan’s rheumatoid arthritis (RA) indication. With a reputation for 

professional communications, we were not on Genentech’s radar, so we decided to create a 

targeted, mixed-media, self promotion campaign using tactics commonly seen in DTP programs. 

First, we launched using a direct mail sent to the members of the brand team. The mailers 

introduced them to actual RA patients and encouraged them to visit the Web site, ra-stories.com, 

to hear a portion of prerecorded interviews with the patients. The site invited them to complete a 

survey that would guide the contents of future communications. Registration was rewarded with 

an iPod shuffle preloaded with the complete RA patient stories. Pretty cool, eh? Well, Genentech 

thought so and sent us, a previously unknown agency to them, a RFP. 

Euro RSCG Life Chelsea 

75 Ninth Avenue, New York, NY 10011 

Phone: 212-299-5000 • Fax: 212-299-5050 

E-mail: ed.stapor@eurorscg.com • Web: www.eurorscglife.com 


Officers: Ed Stapor, president; Pamela Pinta, EVP/director of client services; John 

Timmins, managing director, Oncologix; Melissa Cahill, EVP/creative officer, copy; 

Scott Tanelli, EVP/creative officer, art. 

Healthcare accounts: Bayer: Viadur; Boheringer Ingleheim: Micardis (U.S., global); Celegene 

Corporation: Thalomid, Revlimid; Roche: Xeloda; Shire: SPD-476; Wyeth: Effexor XR (U.S., global, 

DTC), Enbrel (global project), DVS-233 for MDD, DVS-233 for VMS; Protonix: Zosyn. 

Accounts gained (1): Wyeth: Enbrel global project. 

Accounts lost (1): Tequin (no longer promoted at Bristol-Myers Squibb). 

Services: Euro RSCG Life Chelsea (ERL Chelsea) is part of the Euro RSCG Life network, which 

has 44 health-focused offices in 22 countries. ERL Chelsea services include advertising to 

healthcare professionals but also to consumers and patients. Services include: strategic 

planning, research, media, market development, branding, interactive, direct marketing, sales 

specialty marketing through the Oncologix division. ERL Chelsea is equipped with an on-site 

photo/video/animation studio with editing capabilities. 

FEATURED WORK 

Product: Effexor XR 

Client: Wyeth 

Creative/account team: Sung 

Rno, Julian Molesso, Vicki Woliver, 

Earle Sandberg, Melissa Cahill, 

Scott Tanelli, Ranette Stormont, 

Melissa Hancock, Steven Nothel, 

Pamela Pinta. 

Why this ad is special: Despite 

many treatment options, millions of 

adults suffer from unresolved 

depression. This ad helps 

consumers self-identify their 

symptoms, and offers them a possible solution: Effexor XR. An offer for a free education DVD 

gives consumers the chance to learn more, and motivates them to take further action. 

Product: Xeloda 

Client: Roche Laboratories 

Creative/account team: Jeff 

Goldberg, Amadeu Dimas, Malcolm 

Hall, John Timmins, Song Han. 

Media team: Euro RSCG. 

Why this ad is special: Xeloda is an 

oral drug that competes with 

intravenous, bolus-administered 5- 

FU/LV in treating colon cancer. With 

minimal copy and witty graphics, the 

ad positions Xeloda as the next step 

in the progression of fluoropyrimidine 

therapy and reminds oncologists that the day of the “bolusaurus” is over — it’s time to evolve. 

150 MM&M JULY 2006 

Euro RSCG Life LM&P 

200 Madison Avenue, New York, NY 10016 

Phone: 212-532-1000 • Fax: 212-251-8866 

E-mail: robert.levine@eurorscg.com • Web: www.eurorscglife.com 


Officers: Robert Levine, EVP/managing director; Marilyn Yanowitch, EVP/creative 

director; Lauren Lilling, SVP/director of creative operations. 

Healthcare accounts: Pfizer: Arthrotec, Dynastat, Endocrine Care (corporate), Genotropin, 

Inspra, Lasofoxifene, Lyrica, Maraviroc, Somavert, Varenicline; Wyeth: HibTiter, Meningitec, 

Prevnar/Prevenar; Talecris Biotherapeutics: corporate, Gamunex. 

Accounts gained (2): Pfizer: Maraviroc; Talecris Biotherapeutics: corporate, Gamunex. 

FEATURED WORK 

Product: Lyrica (pregabalin) capsules Cv 


Creative/account team: Karren Abrams, Cynthia Armstrong, Allison Ceraso, Beth Sabbatini, 

Sarah Castellano, Meghan O’Brien, Jacqueline Rudolph. 

Media team: Lisa Ingersoll. 

Why this ad is special: Piercing, Shooting, Scalded From Within. Objective: Introduce physicians 

to LYRICA — the only FDA-approved therapy for two of the most common types of neuropathic 

pain — diabetic peripheral neuropathy (DPN) and postherpetic neuralgia (PHN). Description: 

Turbulent, boiling water is used as a visual metaphor to represent the neuropathic pain associated 

with DPN and PHN on page one. Distinctive language often used to describe this type of pain is 

also featured. The two-page spread quickly transitions from the image of boiling water soothed to 

a calm wave as a symbolic way to express the discomfort of the condition and the relief offered by 

LYRICA. Page four summarizes the key selling points for LYRICA. An additional indication, 

adjunctive therapy for partial onset seizures in adults, is given prominence here. 

Euro RSCG Life MetaMax 

729 Seventh Avenue, New York, NY 10019 

Phone: 212-726-5050 • Fax: 212-726-5070 

E-mail: doug.burcin@eurorscg.com • Web: www.eurorscglife.com 


Officers: Doug Burcin, president; EVPs: Frank Cotugno, Tony Pisciotta, Marlene 

Molinoff; SVPs: Kathy Coogan, Julien Jarreau, Lori Spielberger. 


2005 

Consumer media 10.0% 

Professional 50.0 

Medical education 20.0 

Interactive 5.0 

Strategic consulting 5.0 

Healthcare accounts: Abbott: Tarka, Biaxin XL; Biogen Idec Inc.: Tysabri; Endo 

Pharmaceuticals Inc.: Lidoderm, Synera; Novartis Consumer Health: Benefiber; Pfizer: Detrusitol 

SR; sanofi-aventis: Apidra, Arava, Lantus, Lovenox, OptiClik; MGI Pharma: corporate. 

Accounts gained (2): Endo Pharmaceuticals Inc.: Synera; MGI Pharma: corporate. 


Services: MetaMax continues to expand its customized client service approach within current 

clients and also with new customers. This has allowed us to provide truly integrated 

communications services across professional advertising, consumer promotion, public relations, 

medical education and interactive channels to maximize clients’ brand assets. Our new agency 

model structure and diversified global talent are supported by a variety of value-added resources 

(account planning, strategic scenario planning and branding workshops) to help provide a full 

range of world-class client service.

FEATURED WORK 

Product: Apidra 

Client: sanofi-aventis 

Creative/account team: Creative: Frank 

Cotugno, Julien Jarreau, Lori Spielberger, Eva 

Schicker, Rochelle Melton; Account: Tony Pisciotta, 

Kathy Coogan, Christopher McNamara. 

Why this ad is special: This ad quickly telegraphs 

the main message of Apidra, a mealtime insulin: it 

is efficacious in patients no matter their size, which 

is a problem with some insulins. The iconic 

brackets have a dual purpose, serving to 

emphasize the different body types and memorably 

conveying a message of all-inclusiveness. 

Euro RSCG Life Worldwide 

200 Madison Avenue, New York, NY 10016 

Phone: 212-532-1000 • Fax: 212-213-0449 • Web: www.eurorscglife.com 

Parent company: Havas, Paris, France 

Officers: Ron Pantello, CEO, Euro RSCG Life Worldwide; Donna Murphy, chief 

operating officer, Euro RSCG Life Worldwide; Al Paz, CEO, marketing services; 

Michel Nakache, CEO, Europe/Asia; Mike Norton, chief strategy officer. 

Services: Full-service healthcare communications network with advertising agencies in most 

major countries around the world including Australia, Belgium, Canada, China, Colombia, 

Denmark, France, Finland, Germany, India, Italy, Japan, Norway, Portugal, Puerto Rico, Spain, 

Sweden, Switzerland, and the United Kingdom. 

Offices: Euro RSCG Life Chelsea, Euro RSCG Life LM&P, Euro RSCG Life MetaMax, Euro RSCG 

Life Central, Euro RSCG Life Adrenaline, Euro RSCG Life StratStar, Euro RSCG Life Medical 

Education, Euro RSCG Life ManagedEdge, Euro RSCG Life PR, Euro RSCG Life Interaction, Euro 

RSCG Life Meeting Planning Center. 

Euro RSCG Tonic 

350 Hudson Street, New York, NY 10014 

Phone: 212-886-4100 • Fax: 212-886-4415 

E-mail: Paul.Klein@eurorscg.com • Web: www.eurorscg.com 

Founded: 1986 

Parent company: HAVAS, France 

Officers: David Jones, global CEO, Euro RSCG Worldwide; Paul Klein, managing 

director, pharmaceuticals and medical devices; Marty Susz, managing director, 

OTC. 


2005 2004 





Healthcare accounts: Pharmaceuticals — GlaxoSmithKline: Advair, Valtrex; 

laxoSmithKline/Astellas: Vesicare; sanofi-aventis: Lantus, Lovenox; Medical devices — Stryker 

Orthopaedics; Schering-Plough Animal Health: Home Again. OTC — Schering-Plough: A&D, Afrin, 

Claritin, Coppertone, Coricidin HBP, Dr. Scholl’s, Lotrimin, Tinactin; Novartis: Benefiber, Keri 

lotion, Nicotinell/Thrive, Vagistat. 

Accounts gained (3): Novartis: Keri lotion, Vagistat; Schering-Plough Animal Health: Home 

Again. 

Accounts lost (1): Amgen: Neulasta. 

Services: Euro RSCG Tonic is a fully integrated communications agency dedicated to health and 

wellness brands. The agency operates within the New York office of Euro RSCG Worldwide, a 

global communications network with 233 offices in 75 countries. Our mission is to build 

successful brands in the health and wellness arena by leveraging broad consumer and healthcare 

experience and proprietary strategic planning tools to uncover consumer insights that will drive 

breakthrough and persuasive integrated communications programs. 

Expect Advertising, Inc. 

1033 Route 46, Clifton, NJ 07013 

Phone: 973-777-8886 • Fax: 973-777-4703 

E-mail: info@expectad.com • Web: www.expectad.com 

Founded: 1996 

Parent company: The Expect Group, Clifton, N.J. 

Officers: Michael Elder, chairman of the board; Ravi Sachdev, president; Susan 

Levant, EVP; Patrick McHugh, VP. 



Services: Direct marketing, Web design, Web marketing, e-detailings, fulfillment services, 

tradeshow development, etc. 

Offices: Philadelphia, Pa.; West Chester, N.Y. 

Divisions: Expect Direct: direct marketing; ExpectWeb: Web design and online marketing. 

FEATURED WORK 

Product: Medroxy 

Client: Sicor 

Creative/account team: Susan Levant, Kristine 

Sadler, Maura Nusspickel, Ravi Sachdev. 

Media team: Alex Andreani. 

Why this ad is special: The ad was targeted to 

birth control clinics and gynecologists. The 

objective of the ad was to communicate the 

economy and convenience benefits of injectable 

contraceptive. The ad concept was communicated 

through print, Web and multimedia. The creative 

received tremendous response from the audiences 

in terms of Web clicks and direct mail responses. 

The product received instant uptake in sales and 

orders. 

The Falk Group, LLC 

420 Lexington Avenue, New York, NY 10170 

Phone: 212-490-3255 • Fax: 212-490-3510 

E-mail: jodi@thefalkgroup.com • Web: www.thefalkgroup.com 

Founded: 2004 

Officers: Spencer Falk, CEO; Jim Foreman, RPh, president; EVPs: Ben Caref, PhD, 

Jerry Godbehere; VPs: Jodi Brill, Helen Wong, RPh. 


2005 2004 





2005 2004 





AGENCY A-TO-Z 

Healthcare accounts: Ortho-McNeil Pharmaceuticals: Levaquin; Catalina Health Resource: 

PatientLink; Pfizer: Chantix (varenicline), Lipitor, Spiriva; PDL BioPharma: Retavase, Cardene; 

Eisai: Aciphex; Ortho Biotech: Procrit; Ferring Pharmaceuticals: Menopur. 

Accounts gained (10): Ortho-McNeil Pharmaceuticals: Levaquin; Catalina Health Resource: 

PatientLink; Pfizer: Chantix (varenicline), Lipitor, Spiriva; PDL BioPharma: Retavase, Cardene; 

Eisai: Aciphex; Ortho Biotech: Procrit; Ferring Pharmaceuticals: Menopur. 

Accounts lost (1): Kos Niaspan — funding was cut drastically for 2006. 

JULY 2006 MM&M 151

AGENCY A-TO-Z 

FEATURED WORK 

Product: PatientLink 

Client: Catalina Health Resource 

Creative/account team: Bill O’Shea, Quency 

Phillips. 

Why this ad is special: The 2006 PatientLink TM 

journal ad was developed for Catalina Health 

Resource to showcase their enhanced targeting 

media vehicle. The ad prominently displays the 

PatientLink TM logo over the “targeted•trusted• tested” 

brand message. This is followed by eight therapeutic 

categories, each represented by a different color. 

Each category has its own color-coordinated set of 

“iPOD-style earphones” dropping down to a specific 

consumer in the crowd below. The consumers, who 

are each receiving a unique message via earphones, 

are shown in full color to underscore the enhanced 

targeting capabilities of PatientLinkIQ. This ad is 

important because it differentiates itself from previous journal advertisement and takes the 

client in a new creative direction. 

FCB HealthCare 

100 West 33rd Street, New York, NY 10001 

Phone: 212-672-2300 • Fax: 212-672-2436 

E-mail: ny.fcb.hc@fcb.com • Web: www.fcbhealthcare.com 

Founded: 1977 

Parent company: Interpublic Group, New York, N.Y. 

Officers: Tom Domanico, CEO/worldwide creative director; Dana Maiman, 

CEO/president; Angela Castro, EVP/director of strategic planning; EVP/group 

management directors: Mike Guarino, Sheri Rosenblatt, Tammy Fischer; Carl 

Sherman, SVP/CFO; Linda Fraser, SVP/human resource director; Diane Fitzgibbons, 

SVP/media director; SVP/creative directors, copy: Bebe Barbour, Nina Padukone, 

Dick Curtis; Steve Bateman, SVP/creative director, art; Mary Dickson, 

SVP/associate creative director, art; SVP/group management directors: John Dillon, 

Joe Peterson, Robert Karcewski, Terrie Blalock, Margie Wainfan; Ellen Wasserman, 

president, ProHealth; Barbara Mills, SVP/director of client services, ProHealth; 

Richard Gibbs, managing director, London; Yves Fransen, managing director, 

Brussels. 

Healthcare accounts: Abbott: Abbott Diabetes Care, Meridia, Zemplar IV/Oral; American 

Express: health savings accounts; BioMarin: Naglazyme, Sapropterin; Boehringer-Ingelheim: 

Flomax; Boehringer-Ingelheim/Pfizer: Spiriva; Bristol-Myers Squibb: Ipilimumab, Ixabepilone, 

Muraglitazar; Centocor: CNTO 1275, NC-503; Cyberonics: VNS Therapy for TRD (treatmentresistant 

depression); Encysive: Thelin; Endo Pharmaceuticals: DepoDur, Frova, Opana, 

Percocet; Gilead/Bristol-Myers Squibb: new HIV product; GlaxoSmithKline: Altabax, Augmentin 

XR, Lamictal, vaccines division, Valtrex, Wellbutrin XL; Johnson & Johnson: Aveeno; KOS 

Pharmaceuticals: Icatibant; Eli Lilly: Cialis (global); MedImmune: FluMist, Synagis; Merck: Cozaar, 

Fosamax, Propecia, Zocor, professional media AOR; Merck/EMD: Sarizotan; Reliant: Omacor; 

Roche: Actemra, CERA; Serono: Saizen; Trane: Clean Air System; Tibotec Therapeutics: Yondelis. 

Accounts gained (13): American Express: health savings accounts; Bristol-Myers Squibb: 

Ipilimumab; BioMarin: Naglazyme, Sapropterin; Centocor: CNTO 1275, NC-503; Endo 

Pharmaceuticals: Opana; GlaxoSmithKline: Altabax; KOS Pharmaceuticals: Icatibant; 

Merck/EMD: Sarizotan; Roche: Actemra; Trane: Clean Air System; Tibotec Therapeutics: 

Yondelis. 

Accounts lost (2): Astellas: Vesicare; Novartis: Exjade. 

Services: ProHealth: professional education; TPM: patient education; CSM: customer segment 

marketing; Emerging Markets: specialty and ethnic markets; Strategic Planning: ensure strategic 

and creative relevance; Closed Loop Sales Promotion: certified gold content provider from 

ProScape; Rated Rx: art buying, creative production. 

New hires: SVP/group management directors: Robert Karcewski, Terrie Blalock. 

152 MM&M JULY 2006 

FEATURED WORK 

Product: Omacor 

Client: Reliant 

Pharmaceuticals 


Creative/Account team: Mary 

Dickson, SVP/associate 

creative director, art; Bebe 

Barbour, SVP/creative 

director, copy; Nicole 

Geraghty, copywriter; Tony 

Rubey, group art supervisor; 

Jeff Giermek, senior art 

director; Joe Peterson, 

SVP/group management director; Ryan Perkins, VP/account group supervisor; John Dwyer, 

account supervisor; Tim Esposito, assistant account exec. 

Media team: Diane Fitzgibbons, SVP/media director. 

Why this ad is special: Dramatic lighting and the elegant black and gold (representing the gold 

standard of treatment) heralds the long-awaited arrival of Omacor for the treatment of elevated 

triglyceride levels. Backed by a “body of evidence” the only prescription omega-3 fatty acid is now 

available: New Omacor from Reliant Pharmaceuticals. 

Flashpoint Medica 

158 W. 29th Street, New York, NY 10001 

Phone: 212-894-9750 • Fax: 212-894-9751 

E-mail: info@flashpointmedica.com • Web: www.flashpointmedica.com 

Founded: 2005 


Officers: Charlene Prounis, president; Helen Appelbaum, partner. 


2005 






Healthcare accounts: Genentech: Herceptin (professional projects); UCB: Tussionex; Valera: 

Valstar; Integra: spinal fusion product; Noven: Vivelle-Dot projects; Forest: Faropenem projects. 

Accounts gained (4): Valera, Integra, Noven, Forest. 


Services: Flashpoint is a full-service professional agency that differentiates itself by focusing on 

and igniting critical moments for brands that drive change and growth – called flashpoints. 

Services include: advertising/promotion, brand development — from brand audit workshops to 

positioning/personality workshops, competitive claim assessments, prelaunch and launch 

message development, market research methodology recommendations to a full-service studio 

with interactive capabilities and more. Flashpoint has also pioneered a range of proprietary 

marketing approaches, which include Doctor/Patient Encounter (DPE ) programs, by which 

patients are motivated to initiate a productive dialogue with their doctor. A related approach, the 

Rep Sales Effectiveness program, helps increase the value of the sales rep to the doctor. 

FEATURED WORK 

Product: Self Promotion 

Creative/account team: John Hegquist, Alan 

Rothenberg, Charlotte Noruzzi. 

Why this ad is special: What happens when 

you combine two common elements, a dog 

and a fire hydrant, in an unexpected way? You 

get your audience’s attention. This ad reflects 

Flashpoint’s belief that the unexpected is what 

turns heads and gets remembered. It 

exemplifies our approach to the work, 

creatively and strategically. At our agency we 

go beyond the expected to find the flashpoints 

that turn a product into a breakaway brand. 

GCG Healthcare 

1612 Summit Avenue, Suite 410, Fort Worth, TX 76102 

Phone: 817-332-4600 • Fax: 817-332-4184 

E-mail: info@gcghealthcare.com • Web: www.gcghealthcare.com 

Founded: 1973 

Officers: Scott Turner, chairman of the board/president; Neil Foster, EVP. 


2005 2004 



U.S. Employees 26 26


2005 2004 

Journals 25.0% 25.0% 







Healthcare accounts: Cook Children’s Medical Center: corporate; DFB Pharmaceuticals, Inc.: 

corporate; DPT Laboratories: corporate; HealthPoint Ltd.: Actiprep, Surgicept, Triseptin; Medicis 

Pharmaceutical Corp.: Restylane, Triaz, Vanos; Misys Healthcare Systems: EMR; Phyton 

BioTech: corporate; Presbyterian Hospital: corporate, Women’s Center; Triad Hospitals: 

corporate; Sogeval Laboratories, Inc.: Douxo. 

Accounts gained (9): Medicis Pharmaceutical Corp.: Restylane, Triaz; Misys Healthcare 

Systems: EMR; DPT Laboratories; Healthpoint Ltd.: Actiprep, Surgicept; Sogeval Laboratories, 

Inc.: Douxo; Presbyterian Hospital; Cook Children’s Medical Center. 

Accounts lost (1): Loprox shampoo. 

Services: Medical education, relationship marketing, sales programming. 

New hires: Jake Yarbrough, group director. 

Divisions: GCG Advertising. 

FEATURED WORK 

Product: EMR Software 

Client: Misys Healthcare Systems 

Creative/account team: Neil Foster, Brian 

Wilburn. 

Media team: Jake Yarbrough. 

Why this ad is special: The prospect of 

installing EMR into a practice can often be 

intimidating to a physician. We knew that by 

speaking in a language they (think) understand, 

we could capture our target’s interest and draw 

attention to how Misys can cure a malady (even 

if it can’t be found in PDR) that ails them. 

Product: Heart Services 

Client: Presbyterian Hospital of Denton 

Creative/account team: Neil Foster, Bill Buck. 

Media team: Allyson Cross. 

Why this ad is special: Time. We never have enough 

in today’s harried world. When it comes to cardiac 

care, we know that saving seconds can save life. With 

Presbyterian Hospital’s technology, we knew we had a 

winning message to communicate to our potential 

patients. This time, the message worked. 

GIANT Creative/Strategy, LLC 

525 Brannan Street, Suite 100, San Francisco, CA 94107 

Phone: 415-227-4444 • Fax: 415-227-4464 

E-mail: larry@giantsf.com • Web: www.giantsf.com 

Founded: 2002 

Officers: Larry Wolheim, chairman of the board; Steven Gold, president; Stephen 

Mullens, EVP; Michael Sperling, VP. 


2005 2004 





2005 2004 

Journals 15.0% 10.0% 






Collateral 10.0 22.0 

AGENCY A-TO-Z 

Healthcare accounts: Actelion Pharmaceuticals: Tracleer (U.S., Canada, global), Zavesca 

(U.S., global), Clazosentan (global); PDL BioPharma: Retavase, corporate; Verus 

Pharmaceuticals: TwinJect; Sciton Corporation; Fukuda Denshi USA; ArthroCare ENT: Coblation, 

Rapid Rhino, Stammberger SinuFoam; Biogen-Idec: Rituxan, corporate. 

Accounts gained (5): PDL BioPharma, ArthroCare ENT, Fukuda Denshi USA, Biogen-Idec, Sciton. 


FEATURED WORK 

Product: Corporate Advertising 

Campaign 

Client: PDL BioPhkarma 

Creative/account team: Steven 

Gold, Stephen Mullens, Larry 

Wolheim. 

Why this ad is special: An integral 

part of a new corporate name and 

identity launch, this campaign speaks 

to the company’s rich heritage of 

drug discovery and design while 

simultaneously touting their new 

position as a commercial force with 

real products making a meaningful 

difference in people’s lives. 

Goble & Associates 

One E. Wacker Drive, Suite 3200, Chicago, IL 60601 

Phone: 312-803-1900 • Fax: 312-803-1999 

E-mail: admin@goble-assoc.com • Web: www.goble-assoc.com 

Founded: 1982 

Officers: Joseph Kuchta, president; Mark Goble, EVP; VPs: Nancy Finigan, Lori 

Kewin; Josh Pagliaro, Dave Raube, Ryan Van Pelt. 


2005 2004 




Healthcare accounts: Abbott: Mivacron, Nimbex, Ultane; Abbott International: Sevorane, 

Simdax, Synagis; Abbott Molecular Diagnostics: Urovysion; Alkermes/Cephalon: Vivitrol; Dey LP: 

Curosurf, DuoNeb; First Horizon Pharmaceutical Group: Optinate, Prenate Elite; NTI-TSS Inc.: NIT 

device; Ovation Pharmaceuticals, Inc.: Indocin, Neoprofen, Panhematin; Pharmacia Diagnostics: 

ImmunoCAP; Sakura Finetek U.S.A., Inc.: tissue prep/diagnostic systems; Solvay 

Pharmaceuticals, Inc.: Marinol; Spine Health, Inc.: spine-health.com; St. Jude Medical: cardiac 

rhythm management; StoneBridge Pharma: Symax Duotab; Third Wave Technologies: corporate 

image, The Invader Platform; Upsher-Smith Laboratories, Inc.: corporate image, AmLactin XL, 

Clenia, Folgard, Fortical, Jantoven, KlorCon, Pacerone, Slo-Niacin, Vandazole. 

Accounts gained (6): Abbott International: Simdax; Abbott Molecular Diagnostics: Urovysion; 

Dey LP: Curosurf, DuoNeb; Ovation Pharmaceuticals, Inc.: Indocin, Neoprofen; StoneBridge 

Pharma: Symax Duotab; Upsher-Smith Laboratories, Inc.: Divigel, Vandazole. 


Services: As a full-service communications agency, Goble & Associates augments its strategic 

and creative expertise with pronounced experience in Internet and INTRAnet Web site 

development, architecture, and hosting; interactive sales tools and convention kiosks; 

professional and patient interactive video and multimedia programs; and sales force motivational 

programs and meeting planning. 

JULY 2006 MM&M 153

AGENCY A-TO-Z 

FEATURED WORK 

Product: Panhematin 

Client: American Porphyria Foundation 

Creative/account team: Greg Waitley, 

copywriter; Vicki Harrison, art director; Mark 

Goble, account exec.. 

Why this ad is special: This image establishes 

a brand identity for Panhematin, a life-saving 

therapy for people suffering from a serious 

genetic disorder. The quote from an actual 

patient describing her intense abdominal pain 

resonated with physicians in market research, 

providing a strong emotional connection and a 

powerful incentive to help with Panhematin. 

Grey Healthcare Group 

114 Fifth Avenue, New York, NY 10011 

Phone: 212-886-3000 • Fax: 212-886-3297 

E-mail: vos@ghgroup.com • Web: www.ghgroup.com 

Founded: 1978 

Parent company: Grey Global Group, New York, N.Y. 

Officers: Lynn O’Connor Vos, CEO/president, Grey Healthcare Group Inc.; Jane 

Parker, group president, GHG Advertising Worldwide; Ross Thomson, EVP/chief 

creative officer, GHG Advertising; Jeff Boose, EVP/CFO, Grey Healthcare Group Inc.; 

Sharon Callahan, president, Summit Grey; Wendy Balter, president, Phase V 

Communications; Barbara Blasso, president, International Meetings & Science; 

Cindy Machles, president, BrandEdge; Stuart Smith, president, DarwinGrey; Sven 

Schirmer, managing director, Grey Healthcare Cologne; Dominique DuCrest, 

managing director, Grey Healthcare Paris; Mark Duckham, managing director, Grey 

Healthcare London. 

Healthcare accounts: Allergan, AstraZeneca, Aventis/Procter & Gamble, Boehringer Ingelheim, 

CibaVision, Forest, GlaxoSmithKline, Johnson & Johnson/Janssen, Eli Lilly, Merck, Pfizer, Wyeth. 


Services: Grey Healthcare Group has increased its business and client roster over the years to 

become the world’s fifth largest global healthcare advertising and medical education 

communications network. It is a fully integrated global company that goes beyond giving clients 

what they want to bring the unexpected and innovative to their businesses. GHG’s resources 

include advertising, medical education, consulting, and public relations. Its capabilities include 

professional and DTC/DTP advertising; e-marketing/new media programs; consumer healthcare 

research; portfolio/lifecycle management and branding; market conditioning; congress and 

symposia management; on-line and off-line CME accreditation; publications planning; and 

contract sales. 

FEATURED WORK 

Product: Advair Diskus 

Client: 

GlaxoSmithKline 


team: Creative: June 

Carnegie, SVP/ 


director; Joe 

Ferrazano, group art 

supervisor; Jim Frankel, 

copy supervisor; 

Summer Doll, senior art 

director; Ryan Condal, 

senior copywriter. 

Account: Lyn Falconio, EVP; Zubin Khan, VP, strategic planning; Sanford Plachter, VP, group 

account supervisor; Rohan Jain, senior account exec.; Carla Schmidt, assistant account exec. 

Why this ad is special: Advair Diskus gives asthma suffers more symptom free days. So, what 

better than to show how inspirational those extra days could be? This latest work builds on a highly 

successful launch campaign; capturing the equity of breathable space, depicting the uniqueshaped 

device in an iconic way and capturing the moment of enjoyment. Life in the diskus is the 

theme with the device protecting the patient as a semi-transparent protective bubble, always 

there maintaining superior symptom control, empowering patients to live their life to the full. 

154 MM&M JULY 2006 

GSW Worldwide 

500 Olde Worthington Road, Westerville, OH 43065 

Phone: 614-848-4848 • Fax: 614-848-3477 • Web: www.gsw-w.com 

Founded: Founded in 1977; acquired by inVentiv Health in 2005. 

Parent company: inVentiv Health, Somerset, N.J. 

Officers: Phil Deschamps, president/CEO, GSW Worldwide; Bruce Rooke, chief 

creative officer; Joe Daley, president, GSW Worldwide/Columbus; Art Chavez, 

president, GSW Worldwide/New York; Stephen Wheatley, president, GSW 

Worldwide/Junction 11 (London); Mark Frank; EVP/managing director, GSW 

Worldwide/Newtown. 

Healthcare accounts: Altana Pharmaceuticals: Daxas; Astellas Pharma U.S.: Protopic, Aczone; 

Astellas & Theravance: Telavancin; Bausch & Lomb: new product; Baxter: Hylenex; Cadbury- 

McAdams: Trident; Cephalon: Trisenex, oncology franchise; Children’s Hospital of Columbus: 

corporate; Ethicon Endo-Surgery: corporate; Genentech Inc.: Nutropin, Nutropin AQ, Pulmozyme, 

Raptiva; Genzyme: Renagel, genetics franchise; Eli Lilly & Co.: Alimta, Cymbalta, Evista, Forteo, 

Gemzar, Humalog, Humalog Mix75/25, Humulin 70/30, Humulin L, Humulin N, Humulin R, 

Humulin U, Strattera, Symbyax, Xigris, Zyprexa, corporate; Hoffmann-La Roche Inc.: HIV 

franchise, Fuzeon, Invirase Boosted with Ritonavir, molecular diagnostics; Merck: Rotateq; MGI 

Pharmaceuticals: Aloxi, Saforis; OhioHealth: corporate; Ortho-McNeil: Axert, Razadyne, Topamax 

Epilepsy, Topamax Migraine, neurologics franchise; Par: Megace, RibaPak; TAP Pharmaceuticals: 

Prevacid, Lupron, Febuxostat; Valley Hospital: corporate; Voyager: corporate; Xanodyne: Amicar, 

Urimax, Hycet. 

Accounts gained (19): Astellas Pharma U.S.: Aczone; Astellas & Theravance: Telavancin; 

Bausch & Lomb: new product; Baxter: Hylenex; Cephalon: Trisenex, oncology franchise; Eli Lilly & 

Co.: corporate; Hoffmann-La Roche Inc.: molecular diagnostics; Merck: Rotateq; MGI 

Pharmaceuticals: Aloxi, Saforis; OhioHealth: corporate; Ortho-McNeil: Axert, Razadyne, Topamax 

Epilepsy, Topamax Migraine, neurologics franchise; Par: Megace, RibaPak. 


Offices: 1180 Avenue of the Americas, 10th Floor, New York, NY 10036, 646-437-4800/Fax 

646-437-4810; HQ Newtown Center, 41 University Drive, Suite 400, Newtown, PA 18940, 267- 

757-8735. 

Divisions: Professional marketing, consumer marketing, public relations, direct marketing, 

media, market research, market access and development, medical, and new product planning. 

FEATURED WORK 

Product: Gout Disease 

State Awareness Campaign 

Client: TAP 

Pharmaceuticals 


Randall Montgomery, 

SVP/group creative 

director; Andy Spitzer, art 

director; Dennis Leahy, 

associate creative director; 

Doug Mills, SVP/account 

director. 


After talking with gout 

patients, a powerful visual message emerged from their descriptions. The GSW team used 

strong, simple images that represent the unique pain that gout patients feel. The award-winning 

campaign features three pairs of feet, with one foot taking the alarming form of a cactus, a 

blowtorch and five sticks of dynamite. 

Halo 


Phone: 212-463-3521 • Fax: 212-463-3549 

E-mail: sroge@agencyhalo.com • Web: www.agencyhalo.com 

Founded: 1944 


Officers: Michael J. Trepicchio, chairman of the board/president; Rebecca Sroge, 

EVP; VPs: Norbert de Laclos, Andrew Bast, Jade Lynam. 

Healthcare accounts: Amgen/Wyeth: Enbrel DTC; sanofi-aventis: Acomplia\ex US DTP; Takeda: 

Amitiza DTC; Ameriprise Financial Advisors. 

Accounts gained (3): Ameriprise Financial Advisors; sanofi-aventis: Acomplia\ex US DTP; 

Takeda: Amitiza DTC. 


Services: Direct-to-consumer, customer relationship marketing (CRM), interactive.

Hamilton Communications Group 

401 E. Illinois Street, Chicago, IL 60611 

Phone: 312-321-5000 • Fax: 312-321-5005 

E-mail: gdonovan@hamiltongrp.com • Web: www.hamiltongrp.com 

Founded: 1982 

Officers: James D. Lee, principal/chief strategy officer; Georgine Donovan, VP. 

Healthcare accounts: Abbott Molecular: M-Line diagnostic instruments, Vysis; Altana Canada: 

strategic planning; AstraZeneca Canada: strategic consulting, corporate visioning; AstraZeneca: 

strategic planning (Symbicort, Seroquel); Bard Medical: hospital product market development 

and launch programs; Baxter BioScience: hemophilia patient programs, strategic consulting, 

WinRho; Hollister: continence product launches; sanofi-aventis Canada: special projects; TAP: 

special projects, personal and nonpersonal sales collateral, graphic service. 

Accounts gained (5): Altana Canada: strategic planning; AstraZeneca: strategic planning 

(Symbicort, Seroquel); Baxter Bioscience: WinRho; Hollister: continence product launches; 

sanofi-aventis Canada: special projects. 

Divisions: HCG Practice Areas: Hamilton Healthcare Advertising & Promotion; Rose & Fire 

Strategic Consulting and Exec. Coaching; Hummingbird Creative Thinking and Clever Ideas; 

Quartermoon Illuminated Design and Brand Consultancy. 

Harrison and Star Inc. 

16 West 22nd Street, New York, NY 10010 

Phone: 212-727-1330 • Fax: 212-822-6590 

E-mail: lstar@hs-ideas.com • Web: www.hs-ideas.com 

Founded: 1987 

Parent company: Omnicom Group, Inc., New York, N.Y. 

Officers: Larry Star, chairman of the board; Ty Curran, president; Charles Doomany, 

chief operating officer/CFO; Kevin McShane, exec. creative director. 

Healthcare accounts: Genentech; Abbott Laboratories; Teva Neuroscience, Inc.; Novartis 

Ophthalmics; Roche Pharmaceuticals; Bayer Healthcare; The Medicines Company; Santarus, 

Inc.; Philips Medical Systems; Organon; ConMed Corporation; Hyacinth AIDS Foundation. 

Accounts gained: Added new assignments for existing accounts. 

Divisions: 22 Clicks Interactive Division. 

FEATURED WORK 

Product: Humira 

Client: Abbott 

Creative/account team: Marjorie Vincent, 

creative director; Debbie Wiener, art; Alex 

Fishgoyt, creative director, art; Markus Vaga, art; 

Gregg Geider, director of client services. 

Why this ad is special: This ad stands out 

because of the clever, provocative way that it 

shows the benefits of Humira in rheumatoid 

arthritis. The copy calls attention to the pictures — 

“Look At That!” —and the little doctor, Doctor 

DoMore, who symbolizes Humira, shows 

radiologic evidence of the drug’s efficacy. The big 

picture is very eye-catching — a woman with RA 

able to hook up her bathing suit, thanks to the 

amazing effectiveness of Humira. 

Ignite Health 

8955 Research Drive, Irvine, CA 92618 

Phone: 949-861-3200 

E-mail: info@ignitehealth.com • Web: www.ignitehealth.com 

Founded: 2001 

Officers: Jackie Reed, co-founder/CEO; Tim Riley, co-founder/chief medical officer; 

Rich Fair, co-founder/chief creative officer; Fabio Gratton, co-founder/chief 

innovation officer. 


2005 2004 





2005 2004 







Public relations 5.0 

Healthcare accounts: Bausch & Lomb Surgical Products: corporate, Amvisc Plus Viscoelastic, 

SofPort IOL System, Millenium Phaco and VitRet System; Bausch & Lomb: Xyoptix LASIK system, 

Storz Instruments; Genomic Health, Inc.: corporate, OncotypeDx; Gilead: Entriva, Hepsera, 

Viread, Truvada; Roche/Trimeris: Fuzeon; Merck, Inc.: publishing (all health manuals); Eli Lilly: online 

assignments for Byetta, Humalog, Straterra; Refractec: CK Refractive surgery system; 

Toshiba: medical imaging; Telik: clinical trial recruitment; Edwards Lifesciences: heart valve 

therapy, critical care products; Corus Pharma: corporate, new CF therapy; Novacea, Inc.: clinical 

trial recruitment; Cephalon: oncology; Bristol-Myers Squibb Co.; eyeonics, Inc.: crystalens 

accomodative intraocular lens; Amylin: Symlin. 

Accounts gained (6): Cephalon: oncology; Bristol-Myers Squibb Co.; Bausch & Lomb: Xyoptix 

LASIK system, Storz Instruments; Lilly: new assignments; eyeonics, Inc.: crystalens 

accomodative intraocular lens; Amylin: Symlin. 

Accounts lost (2): Medtronic Diabetes, resigned October 2005; Monogram Biosciences 

(formerly Virologic), resigned September 2005. 

Services: Ignite offers full-service agency services including strategy and branding development, 

on- and off-line advertising programs, sales collateral, direct marketing, exhibit/event promotion, 

clinical trial recruitment, and physician/patient education development. It is the agency’s focus on 

electronic communications, however, that sets it apart. Ignite’s foundation is built on an in-depth 

knowledge of disease states, the science behind the treatments, and a comprehensive 

understanding of how to use the Internet for patient-focused initiatives that build brand loyalty and 

increased patient compliance. 

ImageSmith Incorporated 

674 Highway 202-206, Building 4 North, Bridgewater, NJ 08807 

Phone: 908-685-8686 • Fax: 908-685-8816 

E-mail: pluckemin@aol.com • Web: www.imagesmith.net 

Founded: 1994 

Officers: Richard B. Smith, president; Jacqueline Chorazak, EVP. 


2005 2004 

Journals 15.0% 20.0% 




Sales materials 

Packaging 3 strategy 

45.0 50.0 

and planning 10.0 5.0 

AGENCY A-TO-Z 

FEATURED WORK 

Product: www.stophepb.com 

Client: Gilead Science 

Why this ad is special: This was 

for a multi-language outreach 

campaign to the Asian 

community to “get educated, 

get tested and get the word out 

about Hepatitis B”. 

Healthcare accounts: Bard Peripheral Vascular, Inc: AV access grafts and tunnelers, peripheral 

vascular grafts and tunnelers, angioplasty — PTA balloon catheter products and inflation devices, 

vena cava filters, stents and covered stents, carotid shunts, corporate marketing; C. R. Bard, 

Inc.: corporate marketing, human resources; BD Diagnostics: preanalytical systems; BD Medical: 

anesthesia, surgical blades, medication delivery; SurgRx, Inc.; Impulse Dynamics Inc. 

Accounts gained (2): SurgRx, Inc., Impulse Dynamics Inc. 

Accounts lost (1): Vivatone Hearing Systems. 

Services: Business planning and strategy, positioning, corporate and brand identity programs, 

communication standards programs. 

JULY 2006 MM&M 155

AGENCY A-TO-Z 

FEATURED WORK 

Product: G2 Filter System 

Client: Bard Peripheral 

Vascular, Inc. 


Jacqueline Chorazak, 

account exec.; Richard Smith, 

creative director; Candice 

Silva, senior art director; Dick 

Ahnert, copywriter. 


brand image developed 

through a combination of 

anatomical illustration and photography creates a dramatic and memorable presentation of the 

brand to enhance its value with clinicians. They see instantly the features and delivered benefits of 

this product in one of the most challenging anatomical areas for vena cava filter placement. 

IneXel Medical Strategy & Communications 

989 Lenox Drive, Building 1, Suite 204, Lawrenceville, NJ 08648 

Phone: 609-219-8948 • Fax: 609-620-4368 

E-mail: steve.palmisano@inexelmsc.com • Web: www.inexelmsc.com 

Founded: 2005 


Officers: Steven M. Palmisano, Sr., SVP/managing director; Tessa Hall, MS, senior 

project director. 

Healthcare accounts: Bristol-Myers Squibb: Emsam, Erbitux; sanofi-aventis: Avalide, Avapro; 

Merck & Co.: Januvia, MK524; Merck Vaccine: Zostavax; Novartis: Virology CME. 

Accounts gained (4): sanofi-aventis: Avalide, Avapro; Bristol-Myers Squibb: Emsam, Erbitux. 

Services: Thought leader meetings: KOL identification, agendas/outlines, discussion guides, 

presentation(s), exec. summaries, KOL database management, KOL extranets, advisory board 

meetings. Educational initiatives: slide/lecture kits, speaker development programs, symposia, 

monographs. eHealth Web-based events, CD-ROMs, videotapes, MOA materials. Publications: 

Pub-Com SM planning, primary and review articles, scientific abstracts, scientific posters, 

supplements, monographs, roundtables/white papers. Clinical trial support: investigators’ 

meetings, investigator newsletters, clinical trial branding, patient accrual programs, clinical trial 

starter kits, clinical trial congress activities. 

Integrated Communications Corp. 

5 Sylvan Way, Parsippany, NJ 07054 

Phone: 973-984-2755 • Fax: 973-984-2759 • Web: www.integratedus.com 

Founded: 1985 

Parent company: Lowe Healthcare, Parsippany, N.J. 

Officers: Steve Viviano, president; Paul O’Neill, EVP/director of account services; 

Chet Moss, EVP/chief creative officer; Stacy Patterson, M.D., EVP/director of 

medical affairs & education; Frank Galella, EVP/CFO; Brian Zorn, general manager, 

Trio Communications; Mindy DeVido, VP/director of human resources. 


2005 2004 

Journals 16.0% 15.0% 





Other 23.0 25.0 

Healthcare accounts: Novartis: Diovan, Diovan (global), Lamisil, Lamisil (global), Famvir, Lotrel, 

Aliskiren, Aliskiren (global), Starlix, Zelnorm, Zelnorm (global), Lescol; Ortho-McNeil: Elmiron, 

Ditropan XL, Ortho Evra, Ortho TriCyclen Lo, urology franchise; Shire US: Adderall XR, Daytrana; 

Sanofi Pasteur: ActHIB, Daptacel, Fluzone, Imogam Rabies - HT, Imovax Rabies, Ipol, JE-Vax, 

Menactra, Travelers Vaccines, Tripedia, Typhim Vi, Vaccine Place, VaccineShoppe.com, YF-Vax, 

Therasys; Bausch & Lomb: Retisert; Johnson & Johnson: Balmex, Head-to-Toe, Sun Care; 

Schering-Plough: Claritin; AstraZeneca: Iressa. 

Accounts gained (12): Novartis: Exforge; Ferring Pharmaceuticals: Bravelle, Menopur, 

Euflexxa; Bausch & Lomb: Zylet, Alrex, Lotemax; J&J Pricara: Ceftobiprole, Doripenem; Shire: 

prelaunch brand; AstraZeneca: Symbicort; Smith & Nephew: Acticoat. 


Services: Brand analysis and development, campaign integration, print advertising campaigns, 

personal and nonpersonal selling materials, convention communications, patient education 

programs and materials, Web design and content creation, interactive sales and education tools, 

sales representative training/education/motivation, medical education, ad board management, 

158 MM&M JULY 2006 

strategic consultation, clinical trial recruitment programs, media planning and buying, new market 

preparation, thought leader development, publication planning, and insight mining. 

New hires: Chet Moss in the newly created position of chief creative officer. Mr. Moss joined the 

agency from Euro/LM&P in the summer of 2005. 

Offices: Trio Communications, Parsippany, N.J. 

Divisions: Integrated Europe, London, England. 

Interlink Healthcare Communications 

(IHC) Group of Companies 

989 Lenox Drive, Suite 300, Lawrenceville, NJ 08648 

Phone: 609-406-9600 • Fax: 609-406-9046 

E-mail: liaquinto@interlinkhc.com • Web: www.interlinkhc.com 

Founded: 1996 


Officers: Larry Iaquinto, president. 

Healthcare accounts: Bio-Imaging Technologies Inc.; CapMed Personal Health Record; Bristol- 

Myers Squibb: Avalide, Avapro, Emsam, oncology; Enzon: Depocyte, Oncaspar; GE Healthcare: 

Adreview, Myoview, Omnipaque, Omniscan, Optison, Visipaque; Merck: Januvia, MK 523A/B; 

Merck Vaccines: herpes zoster vaccine; Novartis: Myfortic, Neoral, Sandostatin, Simulect, 

Zometa; Organon: NuvaRing; Pfizer: PF-3512676; sanofi-aventis: Avalide, Avapro. 

Accounts gained (7): Merck: Januvia (medical education), MK524 A/B (medical education); 

Merck Vaccines: herpes zoster vaccine (medical education); Pfizer: PF-3512676 (promotional 

AOR); Enzon: Depocyte (promotional AOR), Oncaspar (promotional AOR); Organon: global. 

Accounts lost (1): Bristol-Myers Squibb: Pravachol (patent expiration); Novartis: Gleevec 

(account resigned); Bayer Healthcare: BAY 43-9006 (lost). 

Services: Full-service healthcare advertising and promotion agency with comprehensive 

scientific communications and medical education capabilities. Specific capabilities include global 

branding, affiliate communication, sales force promotion, professional advertising, DTC/DTP, esolutions, 

interactive media, video production, sales meetings, exhibit design/convention 

activities, advocate development, publication planning, speakers’ bureaus, patient education. 

Divisions: Interlink Healthcare Communications, IneXel Medical Strategy and Communications. 

FEATURED WORK 

Product: Glivec 

Client: Novartis 


Tracy Zuto, senior copywriter; 

John Boyle, art director; Dave 

Renner, creative director, copy; 

Elizabeth Hooker, associate 

creative director, copy; Jon 

Male; creative director, art; Kelli 

Wagner, account exec.; Amy 

Graham, account group 

supervisor; Sheila Gerus, chief 

strategic officer. 

Why this ad is special: This 

piece conveys a clear message using an ubiquitous icon to elegantly represent the brand 

promise. It also reinforces physician reliance on Glivec as the standard of care in the face of new 

competition and provides a reason to believe that Glivec should be used as life-long therapy. 

The Jackson Group 

5804 Churchman By-Pass, Indianapolis, IN 46203 

Phone: 317-791-9000 • Fax: 317-791-9800 

E-mail: info@jacksongroup.com • Web: www.jacksongroup.com 

Founded: 1961 

Officers: Ron Jackson, chairman of the board; Kathy Jackson, president; Mark 

Gause, EVP, strategic planning; Juri A. Tults, VP, business development. 

Healthcare accounts: Eli Lilly and Company: Cymbalta, Symbyax, Zyprexa; Crescent Blades: 

surgical blades; Roche Diagnostics; medical diagnostic equipment and supplies. 

Divisions: Jackson Press: commercial printing; Total Response: call center, database, direct 

mail, order processing/fulfillment and Web site development and hosting. 

Jocoto Advertising 

220 Porter Drive, #120, San Ramon, CA 94583 

Phone: 925-855-7412 • Fax: 925-855-7413 

E-mail: info@jocoto.com • Web: www.jocoto.com 

Founded: 1999 

Officers: Tom Collins, president; EVPs: Colette Kuhnsman, John O’Brien; Steve 

Caldiron, VP.

AGENCY A-TO-Z 


160 MM&M JULY 2006 

2005 2004 

Journals 10.0% 10.0% 





Healthcare accounts: R2 Technology: CAD technology mammography and chest CT; 

Heidelberg Engineering: laser retinal imaging; diaDexus: PLAC test for vulnerable plac risk; Barrx 

Medical: RF ablation; Astra Tech: urinary catheters; Concentric Medical: Merci interventional 

stroke treatment; Cholestech Corporation: blood monitoring devices; Thoratec: heart assist 

devices; Micrus Endovascular: coil technology for intracranial aneurysms; Barrx Medical: RF 

Ablation for Barrett’s Esophagus; Cardiva Medical: Boomerang closure technology; Adiana: 

permanent contraception; BioSite: advanced diagnostics/biomarkers; Estech: cardiovascular 

surgical; Advanced Bionics: cochlear implants; Avigen: CNS drug discovery; Amylin 

Pharmaceuticals: diabetes treatments; LipoSonix: aesthetic procedures. 

Accounts gained (6): BioSite: advanced diagnostics/biomarkers; Estech: cardiovascular 

surgical; Advanced Bionics: cochlear implants; Avigen: CNS drug discovery; Amylin 

Pharmaceuticals: diabetes treatments; LipoSonix: aesthetic procedures. 

Services: Strategic messaging, branding, rebranding, product launches, campaign 

development. 

New hires: Molly Crawley, new business development; Joni Mattia, director of client services; 

Bruce Weinberg, creative director, copy. 

FEATURED WORK 

Product: CAD for Chest CT 

Client: R2 Technology 

Creative/account team: Creative: Steve 

Coldiron, Tom Collins; cccount: Colette Kuhnsman. 

Why this ad is special: When R2 Technology 

launched its Computer Aided Detection solution for 

the Chest CT market it was competing against a 

slew of work flow solution products claiming to be 

“CAD-Like” – but that were in fact not true CAD 

algorithms. The clever juxtaposition of R2’s wellknown 

red pepper icon and clear imposter created 

tremendous impact and exposure within the target 

radiology market. 

JUICE Pharma Advertising 

322 8th Avenue, 10th Floor, New York, NY 10001 

Phone: 212-367-2411 • Fax: 212-367-1594 

E-mail: kwallander@juicepharma.com • Web: www.juicepharma.com 

Founded: 2002 

Officers: Managing partners: Lois Moran, president; Lynn Macrone, EVP; Forrest 

King, EVP; officers: Howard Nagelberg, CFO; Jennifer Asselin, SVP; VPs: Roxana 

Bannach-Lin, Randy Goldstein, Laurie Harrington, Adam Kline, Juliana Mace, Joan 

Wildermuth. 


2005 2004 

Gross Income $10.0+ mil $

KAPLAN Communications 

140 Sherman Street, Fairfield, CT 06824 

Phone: 203-259-2279 • Fax: 203-259-1982 

E-mail: kappy96776@aol.com • Web: www.kspcommunications.com 

Founded: 1987 

Officers: Ken Kaplan, president; Lorraine Tannenbaum, VP. 


2005 2004 





2005 2004 







Healthcare accounts: Intact Medical Inc. 

Accounts gained (1): Intact Medical Inc. 


Services: We have extensive experience in physician CME. We have developed programs in all 

media including print, audio/video, Web modules, and interactive media. We also have developed 

CE programs for NPs and Pharmacists. We also have created consumer education programs, 

and Web events. 

Divisions: Meetings management division, Sono Press: publications. 

FEATURED WORK 

Product: CME Video Program 

Client: National Headache 

Foundation 

Creative/account team: Ken 

Kaplan, Jeff Pienkos, Dan 

Strutevant. 

Why this ad is special: This three 

part CME program used the 

powerful video medium to illustrate 

how migraine impacts the lives of 

patients. Each patient profile(s) was 

discussed in depth by our physician expert, Lisa Mannix M.D., who discussed diagnosis, 

treatment, and management issues for the practicing physician. A detailed monograph, CME 

posttest, and evaluation form were included on each of the CD-ROMs. 

KPA Healthcare Advertising, Inc. 

19900 MacArthur Boulevard, #500, Irvine, CA 92612 

Phone: 949-975-8466 • Fax: 949-975-8454 • Web: www.kpadv.com 

Founded: 1987 

Officers: Larry Koppes, president; Jeff Turcotte, EVP. 


2005 2004 


Billings N/A $9.0 mil 



Journals 

2004 

10.0% 




Healthcare accounts: Advanced Neuromodulation Systems (ANS); Thoratec; Biosense 

Webster (a Johnson & Johnson company); Edwards Lifesciences; Biologics Delivery Systems; 

Disc Dynamics Inc.; Biosensors. 

AGENCY A-TO-Z 

Accounts gained (1): Biosensors. 

Services: KPA is a full-service healthcare communications firm serving the needs of medical 

device, biotechnology and pharmaceutical clients. Services include communication planning, 

product positioning, creative development and execution. 

KPR 

711 Third Avenue, New York, NY 10017 

Phone: 212-856-8400 • Fax: 212-856-8660 

E-mail: sklein@kprny.com • Web: www.kprny.com 

Founded: 1961 

Parent company: Omnicom Group, Inc., New York, N.Y. 

Officers: Denise Bottiglieri, chairman of the board; Stu Klein, president/CEO; Jeff 

Camissa, exec. creative director; EVPs: Robin Roberts, colleen Katzman; VPs: 

Jennifer Boehmer, Jack Dorsey, Margie Guerrini, Marc Porter. 

Healthcare accounts: Centocor, Inc.; Forest Laboratories, Inc.; Janssen Pharmaceutica; Jazz 

Pharmaceuticals; KOS Pharmaceuticals, Inc.; Medi-Flex; Merck & Co.; Organon; Pharmaceutical 

Global Strategic Marketing (PGSM); PriCara, unit of Ortho-McNeil, Inc.; Schering-Plough. 



Services: Full-service professional agency, branding and positioning workshops, integrated 

campaign development, media planning, professional communications, direct-to-patient 

advertising and education, interactive services, sales training and communications and 

development, medical education, market research, database management, ROI modeling, 

regulatory consulting, publication planning. 

FEATURED WORK 

Product: Risperdal Client: Janssen 

Creative/account team: Tim Glenn, Rosy Calogero, Doug Esposito, Helen Kowal. 

Media team: Amy Levinson. 

Why this ad is special: Schizophrenia is a devastating disease for which medication is only part 

of the solution. This ad presents a very realistic portrayal of patients who suffer with this disease 

and the results they can expect from Risperdal. This promotion is extremely telegraphic, and 

maintains a level of honesty and integrity that is inherent to the brand. 

Krell Advertising, Inc. 

112 Broad Street, Flemington, NJ 08822 

Phone: 908-806-7477 • Fax: 908-806-3277 

E-mail: info@krellinc.com • Web: www.KrellAdvertising.com 

Founded: 1996 

Officers: Robert Krell, chairman of the board/president. 


2005 2004 





2005 2004 






Meeting/event planning; 

5.0 25.0 

medical education 24.0 20.0 

JULY 2006 MM&M 161

AGENCY A-TO-Z 

Healthcare accounts: PharmaNet Inc.: corporate, recruitment; LEO Pharma, Inc.: Fucidin, 

Fucithalmic; Medicis Pharmaceutical Corp.: Plexion SCT, Plexion TS, Plexion Cleanser, Plexion 

Cloth, Triaz Gel and Cream, Triaz Pads; GiftPax Sampling, LLC; NovaDel Pharma Inc.: lingual 

spray technology; Oncura: oncology products, corporate; Merck & Co. (Worldwide Human Health 

Marketing): Maxalt, ZOCOR; Yaupon Therapeutics Inc.: corporate. 

Accounts gained (2): LEO Pharma, Inc.: Fucidin; GiftPax Sampling, LLC. 


Services: Global branding and identity, product launch, reinvigorating mature brands, journal 

advertising, detail aids, sales training materials, direct marketing, direct-to-patient programs, 

patient recruitment advertising, patient education, special event planning, convention and exhibit 

activity, Web sites, e-Details, integrated eMarketing, interactive CD-ROMs, MOA animations, and 

videos. 

Julie A. Laitin Enterprises, Inc. 

708 Third Avenue, 13th Floor, New York, NY 10017 

Phone: 212-286-2424 • Fax: 212-286-2345 

E-mail: info@julielaitin.com • Web: www.julielaitin.com 

Founded: 1982 

Officers: Julie A. Laitin, president. 


2005 2004 


Public relations 

Research, consulting, 

90.0 85.0 

sales training 10.0 10.0 

162 MM&M JULY 2006 

FEATURED WORK 

Product: Patient Recruitment 

Client: PharmaNet 

Creative/account team: Robert Krell, creative 

director; Jeffrey Hicken, art director; Randy Charles, 

director of client services. 

Media team: Carol Lankfer, media planner. 

Why this ad is special: This ad, “Picture a World 

Without Memories,” conveys a very emotional message, 

that Alzheimer’s disease affects not only the patient, but 

impacts the family members as well. This DTC ad 

campaign appeared in major newspapers throughout 

the U.S., announced a new clinical trial, and recruited 

patients with Alzheimer’s disease along with their 

caregivers. The campaign helped enroll over 350 

patients. 

Healthcare accounts: Abelson-Taylor: corporate; Adair-Greene: corporate; Flashpoint Medica: 

corporate; Ignite Health: corporate; Choice Media: corporate; Scientific Advantage: corporate. 

Accounts gained: (2) Ignite Health, Scientific Advantage. 

Accounts lost (1): Cegedim 

Services: Complete marketing and public relations services; advertising: creative, media 

planning and placement; consulting services; Web consulting and design. 

Lanmark Group, Inc. 

527 Industrial Way West, Eatontown, NJ 07724 

Phone: 732-389-4500 • Fax: 732-389-4998 

E-mail: info@lanmarkgroup.com • Web: www.lanmarkgroup.com 

Founded: 1977 

Officers: Christine Simpson, CEO; Howard Klein, president; Michael McCarthy, chief 

creative officer; Ryan Troutman, VP. 


2005 2004 





2005 2004 

Journals 12.0% 14.0% 






Other 10.0 19.0 

Healthcare accounts: Johnson & Johnson: oral healthcare (professional); Darby Group 

Companies: healthcare product distributors; Wm. Wrigley: Orbit sugar free chewing gum; 

DentalEZ Group: operatory furniture/equipment; Sirona: CEREC family of products; GE 

Healthcare Financial Services: healthcare financing; HPSC: healthcare financing; Orapharma: 

Arestin; Suni Medical Imaging: digital radiography; Sunstar Butler Company: oral care product 

line; Ansell Healthcare: medical and surgical gloves; Burns Veterinary Supply: animal healthcare 

products distributor; Heraeus Kulzer: endodontic, restorative, and laboratory products; LD 

Pankey Institute: Advanced Dental Education Institute; ERA Implant System; Conair Corporation: 

Interplak oral care line; Dental Concepts: Bruxguard; Dentsply Caulk: dental restorative products; 

American Dental Association; LED Dental, Inc.; Dentsply North America; Hatteras Press; Hu- 

Friedy; Ada Product Company. 

Accounts gained (6): American Dental Association, LED Dental, Inc., Dentsply North America, 

Hatteras Press, Hu-Friedy, Ada Product Company. 

Accounts lost (2): Sterngold, Spherix Corporation. 

Services: Marketing research/e-marketing, Web site development, audiovisual production, 

public relations and advocacy, event and tradeshow management, direct and database 

marketing, warehouse and fulfillment, professional call center. 

FEATURED WORK 

Product: CEREC 

Client: Sirona Dental Systems 

Why this ad is special: Objectives: properly brand and 

define the value of “20 years in the business” in the eyes of 

the clinician; provide a strong, memorable visual aid for 

CEREC’s sales force; and communicate CEREC’s ability to 

consistently provide the dental professional a system for 

creating highly esthetic, durable restorations. Target 

audience: dental professionals. Results: Bringing to light 

CEREC’s 20 years of proven success has re-energized sales 

reps., opened more doors and increased sales. Initial 

inventory checks show a strong number of product sales the 

first month after the ad broke. In addition, a welcome yet 

unexpected result of the ad has been increased buzz 

generated among CEREC’s many material providers who are 

tailoring their own marketing efforts to build on the 20th 

anniversary of the product. 

Bruce Leeb & Company 

17-17 Route 208 North, Fair Lawn, NJ 07410 

Phone: 201-703-6100 • Fax: 201-703-6101 

E-mail: info@blc1.com • Web: www.blc1.com, www.thebruceleebcollage.com 

Founded: 1991 

Officers: Bruce Leeb, CEO; Elisa Broski, president; Rona Eagle, chief operating 

officer; John Lewis, VP/creative director, copy. 


2005 2004 





2005 2004 

Journals 15.0% 15.0% 







Web design 15.0 10.0

Healthcare accounts: Bayer Corporation Pharmaceutical Division: Trasylol (agency of record, 

fellowship program); Sanofi Pasteur: managed care, vaccine advocacy, contracting; Talecris 

Biotherapeutics: Albumin, Plasmin, Thrombate III (agency of record). 

Accounts gained (2): Talecris Biotherapeutics: Thrombate III (agency of record); Bayer 

Corporation Pharmaceutical Division: Trasylol (agency of record). 


Services: Full promotional advertising and marketing including: strategic planning, tactical 

planning, brand navigation, branding, advisory boards/consortiums, market research, strategic 

publication planning and placement, value proposition modeling, fellowship programs, sales force 

training, media planning and placement, Web design/development/management/interactive 

media, multicultural marketing, managed care initiatives, therapeutic initiatives, regulatory 

compliance. 

New hires: Jan Misskerg, human resources manager; Cynthia Kronish, controller. 

Divisions: The Bruce Lee Collage, an alliance with three multicultural consumer advertising 

agencies. 

LehmanMillett 

60 Canal Street, Boston, MA 02114 

Phone: 617-722-0019 • Fax: 617-722-6099 

E-mail: bruce_lehman@millet.com • Web: www.lehmanmillet.com 

Founded: 2003 

Parent company: HealthSTAR Communications, Woodbridge, N.J. 

Officers: Gerry Millet, chairman of the board; Bruce Lehman, CEO; Jack Curran, 

president; Deborah Lotterman, EVP/creative director; Lee Kent, SVP, operations; 

Blair Weidig, SVP, production; Clayton Daniells, SVP/creative director; Tim Friday, 

SVP/director of medical communications; Stacey Howmann, SVP/director of client 

services. 

Healthcare accounts: Abbott Diagnostics, Cordis Endovascular, Corgentech, DePuy 

Orthopaedics, DePuy Spine, Digene, EMPI, Ethicon Products, Ethicon Endo-Surgery, Johnson & 

Johnson Gynecare, Johnson & Johnson Health Care Systems, Organogenesis, Otsuka of America 

Pharmaceuticals, Q-Med, Quest Diagnostics, Spectranetics. 

Accounts gained (9): Abbott Diagnostics, DePuy Spine, EMPI, Johnson & Johnson Gynecare, 

Johnson & Johnson Health Care Systems, Organogenesis, Otsuka of America Pharmaceuticals, 

Q-Med, Spectranetics. 


Offices: Newport Beach, Calif. 

Leverte Associates, Inc. 

8 Wright Street, Westport, CT 06880 

Phone: 203-221-4900 • Fax: 203-221-4901 • Web: www.leverte.com 

Founded: 1990 

Parent company: HealthSTAR Communications, Inc., Woodbridge, N.J. 

Officers: Robert J. Leverte, chairman of the board; Robert C. Erwin, president; 

Steven Heicklen, EVP; SVPs: Carlos Maynard, Jim Patchen; VPs: Greg Altier, Richard 

Schneider. 


2005 2004 

Journals 12.0% 14.0% 







Other 19.0 20.0 

Healthcare accounts: Bayer HealthCare: biologicals; Advanstar Communications, Inc.: 

publications; Ranbaxy, Inc.: dermatology; Talecris Biotherapeutics, Inc.: biologicals; Allergan, 

Inc.: ophthalmology; Prometheus Laboratories, Inc.: managed care; Stiefel Laboratories, Inc.: 

managed care. 

Accounts gained (3): Bayer HealthCare: biologicals; Prometheus Laboratories, Inc.: managed 

care; Stiefel Laboratories, Inc.: managed care. 

Accounts lost (1): Boehringer Ingelheim Pharmaceuticals, Inc. 

Services: Strategic market planning, direct-to-patient programs, patient adherence and outcome 

programs, managed care access and pull-through programs, Web site design. 

Divisions: Studio Ink. 

The Hal Lewis Group, Inc. 

1700 Market Street, 6th Floor, Philadelphia, PA 19103 

Phone: 215-563-4461 • Fax: 215-563-1148 

E-mail: info@hlg.com • Web: www.hlg.com 

Founded: 1982 

Officers: David J. Winigrad, president; James F. Boland, EVP. 


2005 2004 




Agency fees 65.0 67.0 

AGENCY A-TO-Z 

FEATURED WORK 

Product: Kogenate FS with BIO-SET 

Client: Bayer HealthCare 

Creative/account team: Rick Schneider, Jim 

Patchen. 

Why this ad is special: Bayer HealthCare’s 

introduction of a new reconstitution system for 

Kogenate FS makes the infusion of FVIII more 

convenient, fast, easy, and safe for patients and 

their caregivers. This new self-contained needleless 

reconstitution system helps reduce the incidence of 

accidental needle sticks, a major concern 

according to research done with patients and 

caregivers. Bayer chose a porcupine with a hard hat 

as the representative icon for “A better way to 

prevent accidental needle sticks.” This high impact 

metaphorical image conveys the message in a 

nonthreatening and endearing symbol. 

Healthcare accounts: Aspect Medical: BIS, BIS Vista; BD Pharmaceutical Systems: prefill 

systems; Bristol Myers Squibb: Reyataz, Sustiva; Discovery Labs: corporate, Surfaxin; 

Healthpoint, LTD: Oasis, Xenaderm, Accuzyme, Panafil; MDS: pharma services (CRO); Merck: 

Cosopt; various packaging assignments. 

Accounts gained (3): Aspect Medical; Healthpoint, LTD; MDS Pharma Services. 


Services: HLG has successfully helped several clients quickly develop brand name candidates 

— and ultimately select ideal trade names — for soon-to-be marketed products. Although there 

are many companies who specialize in this field, what we’ve done differently is to identify name 

candidates that fit the “aspirational” brand personality and rule out those that don’t. This brandcentric 

approach helps to establish the foundation for enduring hallmarks and can be immediately 

applied to logo development, trade dress, pill/capsule design, and packaging. 

New hires: Sam Lowe, creative director, copy; Helen Boak, creative director, art. 

Divisions: The agency has four specialty divisions: (1) HLG Advertising – the core division, 

focuses on marketing and creative excellence for every stage of a brand’s cycle; (2) HLG Insight – 

comprised of uniquely qualified professionals from the medical, pharma, and agency professions 

who focus on market/business planning, positioning, and strategy development; (3) HLG 

InterActive – a specialized team of individuals who turn ordinary creative into extraordinary digital, 

interactive, and Web-based solutions; and (4) Biologix Communications – founded to serve the 

unique needs of biologicals (vaccines) clients, this division has expanded and developed expertise 

in the rapidly emerging biotechnology/biopharma sectors. The Hal Lewis Group also has a 

subsidiary company that specializes in all aspects of accredited and nonaccredited medical 

education and publication planning: Centric Medical Communications based in Newtown Square, 

Pa. HLG Global, the agency’s independent network of affiliates in all G8 markets, is managed from 

London by a seasoned team of international marketers. 

FEATURED WORK 

Product: Surfaxin 

Client: Discover Laboratories 


Peter Siegel, exec. creative 

director; Mike Nuckols, 

copywriter; Kevin Diehl, art 

director; Matt Altier, account 

exec. 


ad concept was developed to 

support the launch of Surfaxin. 

Customer insight revealed that 

the one emotional experience 

shared by every member of the 

NICU team — the fight to save babies lives. This concept focuses on survival, and the heroic role 

of caregivers, families — and especially the babies — with Surfaxin as their closest ally. 

JULY 2006 MM&M 163

AGENCY A-TO-Z 

LifeBrands 

1675 Broadway, New York, NY 10019 

Phone: 212-468-4005 • Fax: 212-468-4023 

E-mail: lorraine.pastore@lifebrandsusa.com • Web: www.lifebrandsusa.com 

Founded: 2003 


Officers: Lorraine Pastore, president; Linda Bennett, managing director; VPs: Clare 

Cheng, Eric Dickman, Jeff Halpern, Brett Lowell, Nadine Martin, Diane Ohye, James 

Street, Bruce Tredwell, Julie Walsh. 

Healthcare accounts: GlaxoSmithKline: Eltrombopag, Lapatinib; Roche: Fuzeon; sanofi-aventis: 

Hyalgan, Ketek, Taxotere; Schering-Plough: Noxafil; Novartis: oncology pipeline; Barrier 

Pharmaceuticals: Vusion. 

Accounts gained (3): GlaxoSmithKline: Eltrombopag; Novartis: oncology pipeline; Barrier 

Pharmaceuticals: Vusion. 

Accounts lost (1): Boehringer Ingelheim: Aptivus, Viramune. 

Services: Full-service promotional agency, strategy/positioning development, early-stage 

market planning, brand personality development, branding development. 

FEATURED WORK 

Product: Ketek 



Nadine Martin, account; 

Stephen Cimini, art; Lauren 

Anton, copy. 


ad successfully transformed 

the Ketek brand icon. The 

original fierce, powerful owl 

led to niching for severe 

infections. This gentler 

version retains brand equity 

while better aligning with the 

positioning as first-line use for mild-to-moderate respiratory infections. The headline and seasonal 

background work to reinforce this vision of the brand’s identity. 

KI Lipton Inc. 

132 Welsh Road, Suite 120, Horsham, PA 19044 

Phone: 267-893-5671 • Fax: 267-893-5681 

E-mail: rdemoss@ki-lipton.com • Web: www.ki-lipton.com 

Founded: 1980 

Officers: Raymond DeMoss, president; Steven Everly, director, national 

pharmaceutical accounts; Rick Lyons, national advertising manager; Linda Barker, 

VP/copy chief. 


2005 2004 





2005 2004 

Journals 20.0% 23.0% 





Healthcare accounts: American Society of Consultant Pharmacists, Drug Information 

Association, American Pharmacists Association, Elsevier/International Medical News Group, 

American Psychological Association, Church & Dwight Co. Inc., Doylestown Hospital, Warminster 

Hospital, Gilda’s Club (pro bono). 

Accounts gained (2): American Pharmacists Association, Warminister Hospital. 


Services: Advertising, branding, continuing education programs, custom publishing, direct mail, 

employee communications, in-service programs, marketing communications, market research, 

newsletters, press relations and publicity, special supplements, speech writing, video 

programming. 

New hires: Rick Lyons, director, custom publishing. 

164 MM&M JULY 2006 

LLNS (Lyons Lavey Nickel Swift) 

220 East 42nd Street, 3rd Floor, New York, NY 10017 

Phone: 212-771-3000 • Fax: 212-771-3057 

E-mail: anickel@llns.com, swice@llns.com • Web: www.llns.com 

Founded: 1994 

Parent company: Omnicom Group Inc., New York, N.Y. 

Officers: Albert G. Nickel, CEO/chairman; Steven Wice, president; EVPs: Steve 

Weiss, Todd Neuhaus, Florence Levitt, Peter Jesse, Meryl Allison, Andrea 

Kretzmann, Christine D’Appolonia, Cris Morton, John DeFranco. 

Healthcare accounts: Braintree Laboratories: GoLytely, NuLytely, Miralax; I-Flow Corporation: 

On-Q; Medtronic: Activa; NPS Pharmaceuticals: Preos; Neurocrine Bioscience: Indiplon 

(copromote with Pfizer); Pfizer: Aricept (copromote with Eisai); Pfizer: Detrol, Geodon/Zeldox 

Oral/IM; Pfizer Neuroscience; Pfizer Oncology: Aromasin, Camptosar, Ellence, Onsenal; Pfizer: 

Indiplon (copromote with Neurocrine Bioscience), Zoloft, Zyrtec (compromote with UCB); Purdue 

Pharma: Oxycontin, Palladone; UCB Pharma: Keppra; Pfizer Animal Health: 3 new products; 

Purdue: long-lasting analgesic; Serono: 1 new product; PRA International; KOS Pharmaceuticals: 

Cardizem LA, Teveten, Teveten HCT; Braintree: Axid OS. 

Accounts gained (10): Pfizer Animal Health: 3 new products; Purdue: long-lasting analgesic; 

Serono: 1 new product; PRA International; KOS Pharmaceuticals: Cardizem LA, Teveten, Teveten 

HCT; Braintree: Axid OS. 

Accounts lost (3): Bayer, Ferring, Sankyo. 

FEATURED WORK 

Product: Detrol LA 


Creative/account team: Gabriel 

Capone, copy supervisor; Mary Kay 

Neuhaus, assoc. creative director, art; 

creative directors: Peter Jesse, 

Florence Levitt. 

Why this ad is special: Recently 

challenged by aggressive competitors, 

Detrol LA’s new campaign needed to 

reinforce the brand as the premier 

drug for OAB. The ad integrates the 

well-known brand name with a powerful 

call-to-action. The execution highlights 

clinical data, yet remains simple and elegant. It creates a “white world” suggesting quality-of-life 

benefits and reflecting the brand’s clean profile and tolerability. 

Loomis Group Inc. 

345 Spear Street, Suite 110, San Francisco, A 94105 

Phone: 415-882-9494 • Fax: 415-882-7209 

E-mail: rodantet@loomisgroup.com • Web: www.loomisgroup.com 

Founded: 1987 

Officers: Jeff Loomis, chairman of the board/president; Bruce Bedortha, chief 

operations officer; Pat O’Connor, CFO; George Steeley, chief creative officer; Tanya 

Rodante, SVP, medical and life sciences; Christian Bateman, VP, public relations; 

Jennifer Joelson, VP, brand integration; Wendy Shay, VP, client services; Bruce 

Hokanson, VP. 

Healthcare accounts: Abbott Vascular: corporate, Asahi, Starclose, EmboShield, Xact, Tornus, 

ZoMaxx; BioRad: clincal diagnostics; Elan Pharmaceuticals: PRIALT; Spectra Laboratories: 

corporate, Averity, SCR; Nordic Management of Clinical Trials: pre-diabetes study; Fresenius 

Medical Care (NMCNA): corporate; AngioDynamics: corporate, Profiler, Sotradecol, VenaCure; 

Early Detect: home health tests. 



Services: A full-service, global, integrated agency serving clients in healthcare, consumer and 

business-to-business technology. Services include: advertising, public relations, interactive, 

brand strategy, market research, media planning and placement, direct response, event 

planning. 

Offices: Boston, MA. 

Divisions: Healthcare, consumer, luxury goods, business-to-business technology.

FEATURED WORK 

Product: Pre-diabetes research study 

Client: NMCT (Nordic Management of Clinical 

Trials) 

Creative/account team: George Steeley, 

Tanya Rodante, Stacey Scott, Jana Dadant, 

Jennifer Joelson, Rochelle Frey. 

Why this ad is special: 1. Humanistic approach 

to research study, counteracts “guinea pig” 

patient perceptions 2. Groundbreaking 

campaign that educates on pre-diabetes, the 

precursor to full blown diabetes 3. Aggressive 

client goals for patient screening = 200,000+. 

Lowe Healthcare Worldwide 

5 Sylvan Way, Parsippany, NJ 07054 

Phone: 973-627-6277 • Fax: 973-451-2215 • Web: www.lowehealthcare.com 

Founded: 1996 

Parent company: IPG, New York, N.Y. 

Officers: Sal Perreca, chairman/CEO, Lowe Healthcare Worldwide; Mary Cobb, 

president, PACE, Inc.; Larry Iaquinto, president, Interlink Group of Companies; Steve 

Viviano, president, Integrated Communications; Frank Galella, EVP/CFO; Bill Young, 

EVP/chief accounting officer. 

New hires: Patrick O’Shea, EVP/director of client services, Interlink Group of Companies; Chet 

Moss, exec. creative director, Integrated Communications. 

Divisions: Integrated Communications, PACE, Inc., Interlink Group of Companies, Trio 

Communications, Strategic Resource Group, Lowe Azure, Lowe Fusion, Integrated UK. 

Mangos 

10 Great Valley Parkway, Malvern, PA 19355 

Phone: 610-296-2555 • Fax: 610-640-9291 

E-mail: psnowden@mangosinc.com • Web: www.mangosinc.com 

Founded: 1977 

Officers: William R. Gast, president/CEO; Bradley E. Gast, EVP/chief creative officer; 

Annemarie Armstrong, SVP/director of account management; Joanne deMenna, 

SVP/creative director; Bernadette Foy, VP, account management; Jacqueline 

Gelman, SVP, account management; Roberta Mangos, SVP, systems; JoAnne 

Moore, SVP, administration; Steve Santangelo, SVP, strategy and branding; Julie 

Schmidt, VP, creative; Patti Snowden, SVP, account management; Sue Trickel, SVP, 

production. 

Healthcare accounts: Siemens Medical Solutions: global corporate communications (U.S. and 

Germany), audiology, computed tomography, health services, magnetic resonance, molecular 

imaging; AmerisourceBergen; First DataBank. 

Services: Strategic planning and positioning, integrated brand management, marketing 

communications planning, consumer and professional advertising, sales tools and promotion, 

interactive, direct, corporate identity, professional and patient education materials. 

FEATURED WORK 

Product: Drug Database 

provider 

Client: First DataBank 


Creative directors: Julie 

Schmidt, Bradley Gast; 

Leslie Mullarkey, copywriter; 

Steve Santangelo, account 

management/strategy. 

Why this ad is special: We 

used a bold, visual metaphor 

to highlight the benefit of 

FDB’s technology — the first 

drug data formatted 

specifically for each healthcare user. This ad kicked off an integrated campaign that helped FDB 

stand out in the marketplace, increase new sales by 16% in one year, and achieve record profits. 

Marketing Media Communication 

P.O. Box 2063, Salt Lake City, UT 84108 

Phone: 801-359-8900 • Fax: 801-359-8933 

E-mail: mmc@marketingmediacom.com • Web: www.marketingmediacom.com 

Officers: Stephen Holbrook, chairman/president. 


2005 2004 

Journals 18.0% 10.0% 







Other 12.0 28.0 

AGENCY A-TO-Z 

Healthcare accounts: Bard Access Systems; Bard Peripheral Vascular; Bart Peripheral 

Vascular: OEM, IOMED; Sorenson Medical; Hand & Orthopedia Rehabilitation Specialists. 

Accounts gained (1): Sorenson Medical. 


Services: Marketing, market research, advertising Web site development, online education 

courses, direct mail, medical illustration trade shows, design and collateral. 

McCann HumanCare 

622 Third Avenue, New York, NY 10017 

Phone: 646-865-2000 

E-mail: contact@mccannworldgroup.com • Web: www.mccannworldgroup.com 

Founded: 2003 

Parent company: McCann Healthcare Worldwide & McCann Worldgroup, New York. 

Officers: Andrew Schirmer, managing director; VPs: Gary Chu, Simon Hunter, Phyllis 

Califano. 

Healthcare accounts: Sepracor Inc.: Lunesta; Pfizer Inc.: Viagra; GlaxoSmithKline: Avodart, 

Requip, Coreg, PaxilCR; Esai Inc./Pfizer Inc.: Aricept; MedPointe Pharmaceuticals: Astelin; 

University of Virginia Health System. 



Divisions: McCann HumanCare is the direct-to-consumer healthcare advertising agency unit 

within McCann Erickson Worldwide, headquartered in New York, with additional hubs in Tokyo, 

Japan and soon, in London. Professionally, it is aligned with McCann Healthcare Worldwide. 

FEATURED WORK 

Product: Avodart 

Client: GlaxoSmithKline 

Creative/account team: Andrew 

Schirmer, Gary Chu, Jennie Fields, Tamar 

Arslanian, Melissa Schwartz. 

Why this ad is special: Upon launch, 

Avodart was a challenger brand in the lowinterest 

category of “Benign Prostatic 

Hyperplasia/BPH.” Over the course of a 

seven-month launch period, the “Going 

Growing” TV spot helped increase 

awareness of the disease state, drove new 

patients to the category and treatment with 

Avodart, more than doubled patient requests for Avodart, and increased the market share of NRx 

among primary care physicians. By successfully raising awareness of a low-interest disease 

state, promoting self-identification, and educating sufferers of the true cause of their symptoms, 

the campaign motivated undiagnosed sufferers to seek treatment for a problem they may not 

have previously known could be treated. 

MDC Group 

245 Fifth Avenue, New York, NY 10016 

Phone: 212-679-3336 • Fax: 212-679-3337 

E-mail: info@mdcomm.com • Web: www.mdcomm.com 

Founded: 1994 

Officers: Eric S. Malter, CEO; Maryanna Zamiska, managing partner/creative 

director; Sam Bromberg, SVP/creative director, copy. 

JULY 2006 MM&M 165

AGENCY A-TO-Z 


2005 2004 





2005 2004 

Journals 10.0% 10.0% 






Medical education 20.0 15.0 

Healthcare accounts: Mission Pharmacal: Citracal prenatal vitamins, Urocit-K, Tindamax, 

diagnostics; Johnson & Johnson: special projects; Allendale Pharmaceuticals: The Today 

Sponge; Schering-Plough: special projects; INO Therapeutics: special projects; Tunnell 

Consulting: special projects. 

Accounts gained (2): Schering-Plough: special projects; INO Therapeutics: special projects. 

Accounts lost (1): McNeil Nutritionals: Splenda. 

Services: Medical education (through our MDCme division), patient education and adherence 

programs (through our Medical Database Communications division) and electronic marketing 

(through our eMDC division). 

FEATURED WORK 

Product: Urocit-K 

Client: Mission Pharmacal 

Creative/account team: Maryanna Zamiska, 

Sam Bromberg, Rita Williams. 

Why this ad is special: Our goal was to combine 

humor and clinical information in order to catch the 

urologist’s attention and make the point that Urocit- 

K is effective against the two most common causes 

of kidney stone disease. 

Medicus NY 


Phone: 212-468-3100 • Fax: 212-468-3222 

E-mail: lisa.ebert@medicusny.com • Web: www.medicusny.com 

Founded: 1972 

Parent company: Publicis Groupe SA, Paris, France 

Officers: Ed Rady, CEO, Publicis Healthcare Communications Group; Nick Colucci, 

president/chief operating officer, Publicis Healthcare Communications Group; Lisa 

Ebert, EVP/managing director; Jane Purkis, EVP/director of client services; Nick 

Manganiello, EVP/chief creative officer; Rich Norman, EVP/chief strategic officer; 

SVPs: Sherri Goldstein, Scott Shevrin, Diane Pencek, Adrian Sansone, Mark 

Reichman, Anne Mastandrea; Ellen Gorczyca, SVP/exec. creative director. 

Healthcare accounts: AstraZeneca: Arimidex, Faslodex, Pulmicort Respules, Pulmicort 

Turbuhaler, Symbicort; Bayer: Pravachol; Mead Johnson: Enfamil LIPIL with Iron; Pfizer/Eyetech: 

Macugen; Pfizer: Macugen (global); Procter & Gamble: Asacol, Metamucil, oral care, Prilosec 

OTC; sanofi-aventis: Multaq, rimonabant, Uroxatral. 

Accounts gained (3): Bayer: Pravachol; Procter & Gamble: Asacol; sanofi-aventis: Multaq. 


Services: Strategy development, positioning, branding, sales aids, advertising, direct mail, print 

and electronic, practice management tools, relationship/loyalty programs, patient 

counseling/adherence/educational tools, DTC/DTP, life cycle planning, scientific story 

development, interactive selling tools, and Web site development. 

New hires: Jane Purkis, EVP/director of client services; SVP/group account directors: Adrian 

Sansone, Mark Reichman. 

166 MM&M JULY 2006 

FEATURED WORK 

Product: Uroxatral 



Creative: Linda Gui, creative 

director; Jose Mendoza, art 

supervisor; John Schneider, 

senior copywriter; Annie Yoo, 

senior art director. Account: 

Sherri Goldstein, SVP/group 

account director; Meredith Levy, 

VP/account director; Andrea 

Bartzen, account supervisor. 


campaign uses a provocative 

juxtaposition of images to communicate how UROXATRAL provides a unique balance of powerful 

efficacy that’s easy on patients with BPH. The fire hydrant communicates improved flow and relief 

of BPH symptoms, which empowers patients to enjoy life without interference from side effects. 

Metaphor Inc. 

1 Old Bloomfield Avenue, Mountain Lakes, NJ 07046 

Phone: 973-334-1009 • Fax: 973-334-1667 

E-mail: Admin@metaphorinc.com • Web: www.Metaphorinc.com 

Founded: 1999 

Officers: Nick Calandrillo, chairman of the board; Dwayne Hann, president; Philippe 

Burnham, EVP; VPs: Ben Maizel, Eric Wilkowski. 


2005 2004 





2005 2004 

Journals 10.0% 15.0% 







Healthcare accounts: GlaxoSmithKline: Alli; Chester Valley Pharmaceutical: Atopiclair, Benziq, 

corporate; J&J Depuy Mitek: Orthovisc, new product; Ethicon Endo-Surgery: projects; Array 

Corporation: all products; Cancer Hope Network: corporate. 

Accounts gained (3): GlaxoSmithKline: Alli; J&J Depuy Mitek: Orthovisc, new product; Cancer 

Hope Network: corporate; Chester Valley Pharmaceutical: Benziq. 

Accounts lost (1): Reliant Pharmaceutical. 

Services: Healthcare analytics, interactive, multimedia, Web site development, medical 

education (CME and promotional), sales training. 

New hires: Ben Maizel. 

Divisions: InterQuest Medical and Scientific Communications. 

FEATURED WORK 

Product: Orthovisc 

Client: DePuy Mitek 

Creative/account team: Nick Calandrillo, Jean 

Allan 

Why this ad is special: The "Replace What's 

Missing" relaunch campaign for Orthovisc clearly 

communicates the clinical benefits and quality-of-life 

improvements that Orthovisc provides. The creative 

copy and images effectively communicate that 

Orthovisc "replaces what's missing" physiologically 

and in the patients' lifestyle by allowing them to 

partake in activities that they otherwise would not 

have been able to.

MicroMass Communications, Inc. 

11000 Regency Parkway, Suite 300, Cary, NC 27511 

Phone: 919-851-3182 • Fax: 919-851-3188 

E-mail: info@micromass.com • Web: www.micromass.com 

Founded: 1994 

Officers: Jay Bigelow, president; Stephanie Paraboschi, VP, group account director; 

Mark Rinehart, chief technology officer/chief privacy officer; Phil Stein, CFO. 


2005 2004 


Billings N/A N/A 

U.S. Employees 80 N/A 

Healthcare accounts: Novartis: Diovan, Enablex, Exjade, Femara, Famvir, Gleevec, Lotrel, 

Tasigna; Merck: Singulair; GlaxoSmithKline: Commit, NicoDermCQ, Nicorette, PaxilCR, Requip; 

McNeil Consumer & Specialty Pharmaceuticals: Concerta; Ortho Biotech Products: Procrit; 

Abbott Laboratories: One-to-One Wellness; Department of Health and Human Services; Fox 

Chase Cancer Center. 

Accounts Gained (4): Merck: Singulair; Novartis: Exjade, Tasigna, Famvir 


Services: At MicroMass Communications, we believe addressing the unique behavioral drivers, 

personalities and emotions of individuals can establish and sustain long lasting relationships 

between patients, healthcare providers and your brand. By fusing behavioral science, sound 

strategy and creative savvy, we create innovative relationship marketing solutions that meet your 

business objectives. Through every phase of relationship marketing, MicroMass programs 

profoundly impact and influence consumers and professionals by leveraging behavioral-based 

messaging and integrated, tailored communications. Services include behavioral insights, 

strategic planning, creative execution, program management, proprietary tailoring technology, 

measurement and optimization. 

Natrel Communications, Inc. 

4 Gatehall Drive, Parsippany, NJ 04054 

Phone: 973-292-8400 • Fax: 973-292-9101 

E-mail: dnakamura@natrelusa.com • Web: www.natrelusa.com 

Founded: 1999 

Officers: David Nakamura, chairman of the board; Allan Trent, president; Larry 

Sternbach, EVP; VPs: Anne Lock, Nicole Hyland. 


2005 2004 





2005 2004 






Healthcare accounts: Bausch & Lomb: PreserVision, Ocuvite; Biosite Inc.: Triage Profiler SOB 

Panel, Triage Cardio Profiler; Cephalon: Gabitril; Ferring Pharmaceuticals: corporate 

communications; Novartis Pharmaceuticals: savings network; Pfizer: Lipitor; Reliant 

Pharmaceuticals: InnoPran XL; sanofi-aventis: Amaryl; ARROW International: AutoCAT 2 WAVE; 

Aureon Laboratories: Prostate Px; King Pharmaceuticals: Intal; Lupin Pharmaceuticals: Suprax; 

American Standard: corporate; PG Chambers School (pro bono); Cornerstone Pharma: 

corporate communications; HealthLogix: corporate communications. 

Accounts gained (8): ARROW International: AutoCAT 2 WAVE; Aureon Laboratories: Prostate 

Px; King Pharmaceuticals: Intal; Lupin Pharmaceuticals: Suprax; American Standard: corporate; 

PG Chambers School: (pro bono); Cornerstone Pharma: corporate communications; 

HealthLogix: corporate communications. 


FEATURED WORK 

Product: Prostate Px 

Client: Aureon Laboratories 

Creative/account team: Bill Griese, group copy 

supervisor; Lorranie Hinck, art supervisor; Nicole 

Hyland, VP/group account supervisor. 

Why this ad is special: This launch piece is successful 

because it captures the high science, seriousness, and 

uniqueness of Prostate Px using a standout approach. It 

has visual stopping power unlike anything in its category, 

and delivers a concise message — all while establishing 

branding elements that can last the life of the product. 

The Navicor Group 


Phone: 614-543-6011 • Fax: 614-839-4011 • Web: www.navicorgroup.com 

Founded: 2004, Acquired by inVentiv Health in 2005 


Officers: Garnett Dezember, president; Bill Fillipp, SVP/creative director. 

Healthcare accounts: Pharmion: Innohep, Vidaza; Medimmune: Ethyol; Intarcia: pipeline 

products; Ariad: pipeline products; Gilead: Hepsera; Roche: pipeline products. 

Accounts gained (4): Gilead: Hepsera; Roche: pipeline products; Pharmion: Innohep; Ariad: 

pipeline products. 

Accounts lost (1): Genentech: Rituxan. 

Divisions: Marketing, professional advertising, consumer advertising, branding, media, public 

relations, market research, and medical communication. 

FEATURED WORK 

Product: Vidaza 

Client: Pharmion 

Creative/account team: Dave Ragan, senior art 

director; Meredith Cahill, senior copywriter; Susan Ly, art 

director; Sharon Brink, associate creative director. 

Why this ad is special: The challenge was to convince 

HCPs to actively treat myelodysplastic syndromes (MDS) 

patients with VIDAZA instead of providing only supportive 

care to patients. As one of the most significant goals of 

MDS therapy, data regarding “transfusion 

independence” and the connection to the city, 

Independence, resonated strongly with our target 

audience. 

NewmanGrace 

20720 Ventura Boulevard, Suite 100, Woodland Hills, CA 91364 

Phone: 818-713-1678 • Fax: 818-999-6314 

E-mail: bhemsworth@newmangrace.com • Web: www.newmangrace.com 

Founded: 1996 

Officers: Jerri Hemsworth, CEO; Brian Hemsworth, president. 


2005 2004 




2005 2004 

Journals 20.0% 20.0% 







Consulting 20.0 10.0 

AGENCY A-TO-Z 

JULY 2006 MM&M 167

Healthcare accounts: IV League Medical: medical equipment; Spnergy: fitness/rehab 

equipment; Z Insurance: medical practice insurance; Los Angeles County Medical Association; 

Southern California Physician Magazine; Semco Management: healthcare employer services; St. 

Jude Medical: medical equipment; St. Bernardine Medical Center: hospital; WellMed: health 

supplements; Dermanew: micro dermabrasion. 

Accounts gained (3): IV League Medical: medical equipment; Spnergy: fitness/rehab 

equipment; Z Insurance: medical practice insurance. 

Accounts lost (2): Phillips Graduate Institute; WellNutriments. 

Services: Advertising and brand development, strategic consulting, public relations, custom 

publishing, direct response, collateral, market research, promotions, and new media. 

Ogilvy Healthworld 

100 Avenue of the Americas, New York, NY 10013-1687 

Phone: 212-625-4000 • Fax: 212-925-5965 

E-mail: info@ogilvyhealthworld.com • Web: www.ogilvyhealthworld.com 

Founded: 1986 


Officers: Steven Girgenti, chairman of the board; Angela Rossetti, president; Martin 

Skelton, president, medical education; Michael Guarini, senior partner/managing 

director of healthcare; Chris Clark, EVP/managing director; Dona Just, EVP/director 

of client services; Steve Witt, EVP/creative director, copy; Steven Frederick, 

EVP/creative director, art; Frank Hone, EVP, global business group. 

Healthcare accounts: Abbott; Advanced Medical Optics; AstraZeneca; Boehringer Ingelheim; 

Bristol-Myers Squibb; Johnson & Johnson (Ortho-McNeil); Kos; Lilly; Mead Johnson Nutritionals; 

Merck; Pfizer; Telik; Unilever; Wyeth. 

Accounts gained (1): Wyeth 

Accounts lost (1): Novartis 

Services: Professional communications, consumer communications, medical education, direct 

marketing, publication planning, managed care, clinical trial recruitment, global business group. 

New hires: Jim Woods, CFO. 

Divisions: Professional Advertising, Consumer Advertising, Medical Education, Global Business. 

FEATURED WORK 

Product: Women’s Health 

Client: Wyeth 

Creative/account team: Creative: 

Martine Beudert, Suzanne Lenzer, 

Cindy Leibowitz; account: Chris 

Clark, Wendy Peterson. 

Media team: Zenith/Wyeth. 

Why this ad is special: The idea of 

these commercials was to utilize the 

wide appeal of Cheryl Ladd, and her 

own menopausal story, to motivate 

women to have a conversation with 

their doctors about menopause. The 

goal was to position doctors as the best source of information about menopause and to 

encourage women to seek help for their menopausal symptoms. 

Product: Tygacil Client: Wyeth 

Creative/account team: Creative: Steve Frederick, Steve Witt, Nazie Tabrizi, Scott Lewis; Jose 

Rivera, account. 

Why this ad is special: Tygacil, portrayed as a tiger, is shown collegially walking alongside a 

doctor performing his rounds to highlight the manageable, yet fierce, strength of this broadspectrum 

hospital anti-infective from Wyeth. 

OnMessage, Inc. 

3400 Waterview Parkway, Suite 107, Richardson, TX 75080 

Phone: 972-931-3444 • Fax: 972-997-9995 

E-mail: info@itsonmessage.com • Web: www.itsonmessage.com 

Founded: 2001 

Officers: James O'Gara, president 


2005 2004 


Billings $2 mil $1 mil 



2005 2004 

Journals 20.0% N/A 

Alternative media 5.0 N/A 

Conventions/exhibits 10.0 N/A 

Direct marketing 25.0 N/A 

Sales materials 25.0 N/A 

Public relations 10.0 N/A 

Other 5.0 N/A 

AGENCY A-TO-Z 

Healthcare accounts: American Heart Association, AmerisourceBergen Specialty Group, ASD 

Healthcare, Besse Medical, Oncology Supply, ICS, Imedex, Lash Group, US Bioservices, Symbio 

Solutions, Clearview Software. 



Services: OnMessage specializes in providing healthcare organizations with world-class 

marketing, messaging, public relations, and creative services. As a full-service marketing 

communications firm, we arm organizations with the marketing tools and resources they need to 

position and promote healthcare products and services. Our core competencies include: brand 

identity, collateral/brochures, direct mail, print advertising, sales tools/presentations, website 

design/ development, event marketing, radio/TV advertising, point-of-sale promotions, case 

studies, white papers, email, and Internet advertising. 

FEATURED WORK 

Product: Specialty Pharmaceutical 

Services 

Client: AmerisourceBergen Specialty 

Group 

Creative/account team: James 

O'Gara, Fred Kersting, Jencey 

Hirunrusme, Kimberly Lye, Tammy 

Wardell 

Media team: Jencey Hirunrusme 

Why this ad is special: This ad 

campaign is part of an integrated 

branding program OnMessage 

developed for AmerisourceBergen 

Specialty Group which includes print advertising, direct mail, email, online advertising, webinars 

and more. The objective of the campaign was to educate pharmacuetical professionals on the 

diverse service offerings the company has to offer. 

PACE 

35 Waterview Boulevard, Third Floor, Parsippany, NJ 07054 

Phone: 973-658-1200 • Fax: 973-257-0777 

E-mail: mcobb@paceconnect.com • Web: www.paceconnect.com 

Founded: 1990 

Parent company: The Interpublic Group of Companies (IPG), New York, N.Y. 

Officers: Mary E. Cobb, CEO/president; Cindy Schermerhorn, EVP/director of client 

services; Anthony Cannon, VP/CFO; SVP/creative directors (professional): Sharon 

McCarroll, Dainius Jaras; SVP/creative directors (consumer): Cheryl Mervine, Jack 

Bloom. 

Healthcare accounts: Pfizer Inc.: Xalatan (U.S. and worldwide professional), Xalacom 

(worldwide professional), Revatio (U.S. and worldwide professional), anti-infectives (strategic 

planning); Duramed Pharmaceuticals, Inc. (a subsidiary of Barr Pharmaceuticals, Inc.): Seasonale 

(U.S. professional and consumer), Seasonique (U.S. professional and consumer), Plan B (U.S. 

professional and consumer), ParaGard (U.S. professional and consumer); Schering Laboratories: 

Asmanex (U.S. professional), Foradil (U.S. professional), Celestone Soluspan (U.S. professional), 

JULY 2006 MM&M 169

AGENCY A-TO-Z 

Proventil HFA (U.S. professional and consumer); Taro Pharmaceuticals: Lustra Ultra (U.S. 

professional), U-Kera (U.S. professional), Ovide (U.S. professional), Topicort (U.S. professional); 

Novartis: strategic planning (consumer); KaVo Dental Corporation: KaVo EVEREST CAD/CAM 

System, dental device franchise; Grain Foods Foundation: M.D. and consumer communications. 

Accounts gained (4): Duramed Pharmaceuticals, Inc., a subsidiary of Barr Pharmaceuticals, 

Inc.: ParaGard (U.S. professional, consumer); Grain Foods Foundation: MD and consumer 

communications; KaVo Dental Corporation: KaVo EVEREST CAD/CAM System, Dental device 

franchise. 

Accounts lost (1): Wyeth Consumer Healthcare. 

Services: Consumer communications: strategic planning and insight mining; general awareness; 

direct response; TV; print; interactive; and education. Customer segmentation: market research; 

analytics; database strategy. Interactive: strategic planning; content development; oversight of 

tactical execution. 

New hires: Laurie Cluck, SVP/management supervisor, consumer; Stacy Cohen, dir. of human 

resources; Wenlee Fei, VP/group director of art; Grace Fenton, SVP/management supervisor; 

Rima Nachshen, VP/account group supervisor; Margaret Harris, VP/group director, copy. 

Offices: New York, N.Y. 

Divisions: PACE ConsumerHealth. 

FEATURED WORK 

Product: REVATIO (sildenafil citrate) 


Creative/account team: Scott Weiss, Dean 

Declue, Rima Nachshen, Mary Beriont. 

Why this ad is special: There’s a new beginning for 

patients and prescribers in pulmonary arterial hypertension 

(PAH). REVATIO (sildenafil citrate, the same 

compound in Viagra) offers an effective new mode of 

action in the treatment of this rare, life-threatening 

disease. In this global launch for Pfizer, PACE 

established the branding for REVATIO by using a lungshaped 

tree to powerfully communicate a sense of 

confidence and hope and to herald the beginning of a 

new day for PAH patients. Physicians were captivated 

by the connection between the REVATIO tree and the 

heart and lungs. Launching a product for Pfizer that 

can help patients live better with this devastating 

disease makes our work meaningful and fulfilling. 

Pacific Communications 

575 Anton Boulevard, Suite 900, Costa Mesa, CA 92626 

Phone: 714-427-1900 • Fax: 714-427-1965 

E-mail: contact@pacific-com.com • Web: www.pacific-com.com 

Founded: 1994 

Officers: Ryan Abbate, president; EVPs: Henry Lee, Ron Ovadia, Craig Sullivan; VPs: 

Janice Fiskin, Gaye Gwynn, Diane Hall, James Marlin, Karen Melanson, Carolyn Rice. 


2005 2004 


Billings 40.5 mil N/A 



2005 2004 

Journals 20.0% 20.0% 





Medical communications 20.0 20.0 

Healthcare accounts: Allergan Eye Care: Acular, Acular LS, Acular PF, Alocril, Alphagan, 

Alphagan P, Alphagan P .10%, Combigan, Lumigan, Ocuflox, Posurdex, Restasis, Zymar; Allergan 

Pharmaceuticals: Botox; Berlex Labs: Leukine; J&J Advanced Sterilization Products: Cidex OPA, 

Sterrad NX, Sterrad 200, Sterrad 200 GMP, Sterrad 100NX, Prevacare antimicrobial hand gel, 

Evotech AECR, corporate; Allergan Skin Care: Avage, Azelex, M.D. Forté, Prevage, Tazorac; 

Inspire Pharmaceuticals: Elestat; Cellegy Pharmaceuticals: Cellegesic; J&J Healthcare Financial: 

healthcare financial services; Medtronic: diabetes products; MRI International: Claims Servicing 

America, CSA International Healthcare, Harmon Medical Center; Susan G. Komen Breast Cancer 

Foundation: pro bono. 

Accounts gained (3): Allergan: emerging technologies; Allergan Eye Care: Alphagan P .10%; 

Medtronic: diabetes products. 

Accounts lost (1): Allergan: managed care. 

Services: Interactive, CME, publications management. 

170 MM&M JULY 2006 

FEATURED WORK 

Product: Lumigan 

Client: Allergan, Inc. 

Creative/account team: Art 

direction: Chris Keefe, Lori Yost; 

copywriting: Dan Creedon, Renee 

Bacall; Ruby Rowe, account 

management. 

Media team: Eleanor Mirasol. 

Why this ad is special: The anchor 

conveys stable, long-term control of 

intraocular pressure (IOP), now 

thought to be a key to containing 

glaucomatous damage to the optic nerve. This ad clearly communicates that LUMIGAN has the 

staying power to keep IOP down when first-line therapy allows pressure to “drift.” 

Palio Communications 

260 Broadway, Saratoga Springs, NY 12866 

Phone: 518-584-8924 • Fax: 518-583-1560 

E-mail: mmyers@palio.com • Web: www.palio.com 

Founded: 1999 


Officers: Ed Mitzen, CEO; Mike Myers, president; Guy Mastrion, chief global creative 

officer; SVPs: Dan Bobear, Paul Harrington, Carl Kuebler, Todd LaRoche, Bob 

Mason, Mark McCoy, R.Ph., Ken Messinger, Andy Smith, Bonnie Stofer, Lee West; 

VPs: Marianne Appel, Stephen Dubansky, M.D., Nanette Foster, Peter Hopper, Jon 

Hussey, William Lucas, Nicholas Parslow, Devin Shelley. 

Healthcare accounts: GlaxoSmithKline: Argatroban, Arixtra, Bexxar, Cervarix, Combivir, Epivir, 

Epzicom, Entereg, HIV franchise, Hycamtin, Levitra, Lexiva, Lotronex, oncology franchise, 

Retrovir, Trizivir, Tykerb, Ziagen, Zofran; Cephalon: Actiq, Oravescent; Novartis: Zometa, 

Proleukin; Kyowa: Istradefylline; IdeaSphere: Alvita Teas, Metabolife, Nature Herbs, Rebus, 

TwinLab, Ultra Harvest, Weil Nutritional Supplements; First Horizon: Altoprev, Fortamet, Ostiva, 

Sular, Triglide; Celgene Cellular Therapeutics: Acelagraft, Biovance, LifebankUSA, Natalin; Nalge 

Nunc: labware; Serono: Novantrone; Serono/Pfizer: Rebif; SuperGen: Nipent; Millennium 

Biotechnologies: Resurgex, Resurgex-Plus; Becton Dickinson Company: Glucose Monitoring 

Device. 

Accounts gained (19): GlaxoSmithKline: Cervarix, Tykerb; Novartis: Zometa; IdeaSphere: Alvita 

Teas, Metabolife, Nature Herbs, Rebus, TwinLab, Ultra Harvest, Weil Nutritional Supplements; 

First Horizon: Altoprev, Fortamet, Ostiva, Sular, Triglide; Kyowa: Istradefylline; Millennium 

Biotechnologies: Resurgex, Resurgex-Plus; Celgene Cellular Therapeutics: Acelagraft. 


Services: Palio’s Brand Strategy Group is comprised of two teams, medical strategies and brand 

planning, who work collaboratively to harness the power of scientific and branding expertise. 

Palio’s medical strategies team is staffed with physicians and Ph.D.s who know the science 

behind pharmaceuticals. The brand planning team then builds off that foundation to develop brand 

positioning and communication platforms for clients that distinguish them in the marketplace. 

New hires: Marianne Appel, Jon Hussey. 

Offices: Somerset, N.J. 

FEATURED WORK 

Product: Zometa 

Client: Novartis 

Creative/account team: Marianne Appel, Mike 

Costello, John Elford, Stephanie Hosmer, Carl 

Kuebler, Todd LaRoche, Jeremy Lichtenberger, 

Leanne Keough, Cassandra Lord, Joanne Madden, 

Guy Mastrion, Allen Mercier, Marianne Merzig, Ken 

Messinger, Tom Rothermel, Andy Smith, Lee West, 

Stacey Wilski. 

Why this ad is special: Developed with strategic, 

creative and customer insight from countries 

around the world, the Zometa sales aid represents 

a truly “global” campaign. The work emphasizes 

universal elements in the “path” to treating bone 

metastases that lead to a higher level patient 

benefit — treating patients with Zometa can help 

defend their independence.

AGENCY A-TO-Z 

The Pascoe Associates, Inc. 

1640 Logan Street, Denver, CO 80203 

Phone: 303-831-6307 • Fax: 303-830-9391 

E-mail: info@pascoeassociates.com • Web: www.pascoeassociates.com 

Founded: 1986 

Officers: Cher Pascoe, chairman of the board/president. 


2005 2004 

Journals 15.0% 15.0% 







Healthcare accounts: Academy of Managed Care Pharmacy; Acuson (a Siemens Company): 

ultrasound equipment manufacturing; American Heart Association; American Society of 

Consultant Pharmacists: non-profit professional organization; Bayer Biologicals; Bayer 

Pharmaceutical: clinical communications; Bracco Diagnostics: contrast media for imaging 

modalities; Bristol-Myers Squibb: pharmaceutical products; COBE Cardiovascular: cardiac 

surgery bypass equipment; Albert Einstein Healthcare System: moss rehabilitation/physical 

rehabilitation; Gambro Nephrology: nephrology physician placement, center management 

services; Gambro Renal Products: dialysis equipment; Health Inventures: designing, building 

ambulatory surgery centers; Medical Education Collaboratives: CME accreditation; Merck: 

pharmaceutical products; Micromedex: medical information technology; National Jewish Medical 

Center: respiratory care; Navigant Biotechnologies: pathogen reduction technology; Research 

Systems Inc.: workstation applications development; Siemens Medical Systems, Ultrasound 

Group: ultrasound systems; Transtrachael Systems: oxygen delivery systems; UltraGuide: CT 

visual guidance system; White House Health Project: preventive and wellness programs; 

Colorado Business Group on Health. 

Accounts gained (1): Colorado Business Group on Health. 

Services: Strategic planning, market planning, market research, product launches, corporate 

identity, advertising, collateral, sales training materials, multimedia, 3D animation, Web-based 

programs and creative, public relations, and special events. 

172 MM&M JULY 2006 

FEATURED WORK 

Product: Pediatric Dialyzer 

Client: Gambro 

Creative/account team: Cher Pascoe, account 

exec.; Marty Miller, creative director, Robin Glinsky, 

senior project manager. 

Why this ad is special: Gambro had been waiting for 

510K approval on this product specific to pediatric 

dialysis for over two years. They were determined to 

continue with the clinical trials until they achieved 

success. Their pediatric dialyzer is gentle for use with 

children. Gentle is the most important feature for this 

type of product (second to safety) so we chose to 

make it the focus of the graphic. 

Patient Marketing Group, Inc. 

Princeton Forrestal Village, 155 Village Boulevard, Suite 200, Princeton, NJ 08540 

Phone: 609-779-6200 • Fax: 609-779-6201 

E-mail: info@patientmarketing.com • Web: www.patientmarketing.com 

Founded: 1991 

Parent company: Healthway Interactive Communications 

Officers: Lynn Benzing, president; Donna Decker, chief operations officer; Todd 

Greenwood, Ph.D., M.Ph., VP, consulting services; Tim Loretangeli, VP, creative 

services. 

Healthcare accounts: Astra Zeneca: Diprivan, Nexium, Symbicort; Bristol-Myers Squibb: 

Discovery Health; Eli Lilly and Company: solutions for wellness; Novo Nordisk: women’s health; 

Organon: women’s health product; Ethicon. 

Accounts gained (3): Bristol-Myers Squibb, Ethicon, Organon. 


Services: The Patient Marketing Group is a full-service patient relationship marketing company, 

offering consumer advertising and patient acquisition campaigns, online and offline health 

education and prescription adherence programs, patient disease management support, market 

research, on-site customer care support center, fulfillment services, on-demand publishing, and 

tailored communications. 

New hires: William Koscho, VP, technology solutions. 

FEATURED WORK 

Product: Vagifem (estradiol vaginal tablets) 

Client: Novo Nordisk Inc. 

Philips Healthcare Communications, Inc. 

30 Irving Place, New York, NY 10003 

Phone: 212-614-2047 • Fax: 212-614-2051 

E-mail: phc205@aol.com 

Founded: 1989 

Officers: Dorothy M. Philips, Ph.D., chairman of the board; John H. Woodcock, EVP. 


2005 2004 

Conventions/exhibits 5.0% 5.0% 


Other 80.0 75.0 

Healthcare accounts: Preventive Cardiovascular Nurses Association, Paddock Laboratories, 

Lighthouse International. 

Services: Marketing consultation, continuing education programs, single sponsor publications, 

e.g., Reducing Cardiovascular Risk in the Insulin Resistant Patient; Preventive Cardiovascular 

Nurses Association: seminars and symposia. 

Publicis Healthcare Communications Group 


Phone: 212-468-4033 • Fax: 212-468-4021 

E-mail: phcg@publicishealthcare.com • Web: www.publicishealthcare.com 

Founded: 2002 

Parent company: Publicis Groupe S.A., Paris, France 

Officers: Edward B. Rady, CEO; Nicholas Colucci, president/chief operating officer; 

Ann Garreaud, EVP/CFO; Deborah Kelleher, EVP/chief strategic officer. 

Offices: Saatchi & Saacthi Healthcare Advertising, Saatchi & Saatchi Consumer Advertising, 

Saatchi & Saatchi Innovations, Halo, Medicus, LifeBrands, Brand Pharm, Discovery, Scientific 

Voice, DIME, Science & Medicine, Williams-Labadie, Science Oriented Solutions, Evolution Health, 

Publicis eHealth Solutions, iMed Studios, Publicis Selling Solutions, Total Learning Concepts, 

Arista Marketing Associates. 

Divisions: Advertising, medical education, sales and marketing, medical and scientific affairs. 

Regan Campbell Ward • McCann 

150 E. 42nd Street, 16th Floor, New York, NY 10017 

Phone: 646-742-2100 • Fax: 212-213-9106 

E-mail: jo.rodriguez@rcw.com • Web: www.rcw.com 

Founded: 1997 

Parent company: McCann Healthcare Worldwide, New York, N.Y. 

Officers: Maureen Regan, managing partner; Rich Campbell, strategic partner; 

Brendan Ward, creative partner; Nelson Hunter, EVP/CFO; Jeff Sweeney, 

EVP/managing director, RCW West; Michael Platt, CEO, Fission Communications.


2005 2004 

Journals 20.0% 10.0% 






Healthcare accounts: Allergan Inc.: Refresh, Restasis; American Academy of Family 

Physicians: American Family Physician, Family Practice Management; Barrier Therapeutics Inc.: 

Solage, Vusion; Bayer/Onyx: Nexavar; Boiron: Arnica, Calendula, Oscillo; Biovail Pharmaceuticals 

Inc.: Zovirax; CV Therapeutics Inc.: Aceon, Ranexa; Ethicon Endo-Surgery Inc.: Indigo; Genentech 

Inc.: Herceptin; Gynecare Worldwide: Gynemesh, Interceed, MoniTorr, Profix, Prolift, TVT, TVT 

Secur, TVT-Obturator; Johnson & Johnson Consumer Products Co.: Cortaid, Red Cross First Aid; 

Ligand Pharmaceuticals Inc.: Avinza; Novartis Pharmaceuticals Corp.: Aclasta, Reclast; Personal 

Products Co., K-Y, Monistat, Soothing Care; Sankyo Pharma Inc.: WelChol; Sigma-Tau 

Pharmaceuticals Inc.: corporate, Cystoran; Vistakon Pharmaceuticals: Quixin; Warner Chilcotte 

Plc.: Estrostep, Femhrt, Femring, Femtrace, Ovcon, Sarafem. 

Accounts gained (5): Genentech; Bayer/Onyx; CV Therapeutics; Barrier Therapeutics; Boiron. 

Accounts lost (1): Solvay (client sold product). 

Services: Fission Communications is a global, full-service medical education and 

communications company that is committed to proving best-in-class thinking to your brand. 

Fission translates underlying strategies into highly effective pharmaceutical, biotech, and medical 

device campaigns. Fission’s powerful mix of thought provoking content, superior publications 

planning, and logistical management and execution helps align the right resources to optimize 

value to clients. Medrageous is a full-service interactive medical ad agency providing expertise in 

e-marketing strategy, Web analytics, interactive design and development, and consulting. 

Offices: RCW West, San Diego, Calif. 

Divisions: RCW West (West Coast division), www.rcw.com; Medrageous (interactive agency), 

www.medrageous.com; Fission (medical education), www.fissioncommunications.com 

FEATURED WORK 

Product: Solage 

Client: Barrier Therapeutics Inc. 

Creative/account team: Mary 

Lynn Kargman, Kirsten 

Tonnessen, Lauren Felsenfeld, 

Dana Defonte, Deborah Maguire. 

Media team: Lisa Healy. 

Why this ad is special: By 

taking an American icon of 

perfection and giving it age spots, 

Regan Campbell Ward • McCann 

has created a striking image for a 

product designed to remove 

these skin blemishes. This ad for Solage breaks the conventions of pharmaceutical advertising. It 

acknowledges that just because physicians are people of science, that doesn’t mean that being 

scientific is the only way to attract their attention. 

Rhycom Strategic Advertising 

10801 Mastin Boulevard, Overland Park, KS 66210 

Phone: 913-451-9102 • Fax: 913-451-9106 • Web: www.rhycom.com 

Founded: 1999 

Officers: Rick Rhyner, president. 


2005 2004 





2005 2004 

Journals 25.0% 20.0% 






Healthcare accounts: UBC, Xenotech, Medtrak, Heartland Women’s Health, Overland Park 

Regional Medical Center, Monarch Physicians Call Service. 

R+M Agency 

15100-105 Weston Parkway, Cary, NC 27513 

Phone: 919-677-9555 • Fax: 919-677-9511 

E-mail: info@rmagency.com • Web: www.rmagency.com 

Founded: 1993 

Officers: Beverly Murray, president; Greg Norton, VP. 

AGENCY A-TO-Z 

Healthcare accounts: GlaxoSmithKline, Pentax Medical, Argos Therapeutics, Cancer Centers 

of North Carolina, MercuryMD, Quintles, Sicel Technologies, Tripath Imaging, US Oncology. 

Services: R+M builds powerful brands that positively impact the way we live. Whether for 

lifestyle, healthcare, or life science companies, our THIRST for branding is unquenchable. The 

agency has been recognized regionally and nationally for its business practices, strategic 

development, and creative execution. 

Roska Direct Advertising 

211B Progress Drive, Montgomeryville, PA 18936 

Phone: 215-699-9200 • Fax: 215-699-9240 

E-mail: jbolling@roskadirect.com • Web: www.RoskaDirect.com 

Founded: 1981 

Officers: Jon Roska, founding partner/chief creative officer; Rick Moore, managing 

partner/chief operating officer; Jay Bolling, managing partner/client services; Mario 

Amici, managing partner/productions, operations; Michele Bennett, managing 

partner/digital services; Chuck McLeester, managing partner/strategic planning; 

James Saunders, managing partner/finance, administration. 


2005 2004 

Direct marketing 55.0% 55.0% 

Interactive 45.0 45.0 

Healthcare accounts: Actelion Pharmaceuticals: Tracleer; FoxHollow Technologies: 

Silverhawk; Procter & Gamble/sanofi-aventis: Actonel; Eisai/Pricara: Aciphex; Merck Vaccine 

Division: vaccine products; Sankyo Pharma/Forest Laboratories: Benicar; Medtronic: MiniMed. 

Services: Direct-to-patient relationship marketing, direct-to-physician database marketing, 

patient adherence programs, disease management and managed care marketing, interactive 

communications and Web site development, patient and physician education, media planning and 

placement, market research, multimedia programs, strategic marketing consultation and 

database management. 

FEATURED WORK 

Product: Adderall XR 

Client: Shire US 

Creative/account team: Trevor Feight, exec. art 

director; Rich Romig, creative director; Chris 

Matsinger, exec. director, IT; John Siemienski, 

manager, interactive services; Ed Rooney, VP, 

account management; Michele Bennett, managing 

partner, digital services. 

Why this ad is special: An engaging, news portal 

design – with dynamic XML technology that serves 

content based on user interaction – makes 

ADHDSupport.com a fresh source of information 

for anyone touched by ADHD. With each visit, the 

site builds credibility and creates a relationship with Shire’s Adderall XR brand among parents, 

patients, educators, and physicians. 

RTC Relationship Marketing 

1055 Thomas Jefferson Street, N.W., Washington, DC 20007 

Phone: 202-625-2111 • Fax: 202-424-7900 

E-mail: info@rtcrm.com • Web: www.rtcrm.com 

Founded: 1967 


Officers: Jeffrey Ross, president; Barry Kessel, CEO; EVPs: Matthew Connor, Gary 

Kagawa; VPs: Victoria Child, Mike Goldin, Croom Lawrence, Rick Hirsch, Michael 

Thomas. 

Healthcare accounts: Abbott Laboratories: Humira, TriCor; Berlex: Angeliq, Climara, Climara 

Pro, Menostar, Mirena, Yasmin, YAZ; GlaxoSmithKline: Commit Lozenge, NicoDerm CQ, 

Nicorette, Requip; sanofi-aventis: Lantus; Schering-Plough/GlaxoSmithKline: Levitra. 

Accounts gained (1): Abbott: TriCor. 


JULY 2006 MM&M 173

Services: Acquisition, conversion, compliance, persistency, cross-sell, migration, patient 

education and loyalty; brand demand; segmentation, modeling and analytics; investment 

optimization and measurement; database and technology management; customer experience 

planning; customer value audit; market research; media planning, buying and lists; direct 

response creative; Web usability, design and development; teleservices and customer care; 

production and inventory management. 

New hires: Barry Kessel, CEO; Gary Kagawa, EVP/director of media relationships. 

Offices: 285 Madison Avenue, New York, NY 10017 

S & R Communications Group, Inc. 

2511 Old Cornwallis Road, Suite 200, Durham, NC 27713 

Phone: 919-544-8770 • Fax: 919-544-8588 

E-mail: davidr@srcompgroup.com • Web: www.srcomgroup.com 

Founded: 1991 

Officers: David Recht, chairman of the board/president; EVPs: Paul Dreyer, Mark 

Kocourek, Karen Tierney; Bruce Nicoll, VP. 


2005 2004 





2005 2004 





Education 20.0 25.0 

Healthcare accounts: Sepracor: Lunesta, Xopenex; UCB Pharma: Cimzia, Keppra; 

GlaxoSmithKline: HIV, Imitrex, Valtex; Mallinckrodt: Dynatrol, Restoril, Tofranil PM; Fleet 

Pharmaceuticals: Fleet Enemas, HydraLife, PhosphoSoda, Summers Eve; Baxter BioScience: 

WinRho; Prestwick Pharmaceuticals: Xenezine; Vernalis: Apokyn; Diosynth BioPharma: contract 

manufacturing services; Campbell Alliance: corporate services; Galderma: speaker program. 

Accounts gained (3): Fleet Pharmaceuticals: AOR; Prestwick Pharmaceuticals: AOR; Vernalis: 

projects. 

Accounts lost (1): Mylan Bertek (no longer in business); Stiefel Labs (resigned). 

Services: S & R Communications Group, Inc. offers full strategic marketing and advertising 

services, persuasive medical education for healthcare professionals and patients, and event 

planning services for meetings of any size. The company has also developed I-Relate, a 

proprietary interactive relationship software as well as turnkey speakers’ bureau service offering. 

New hires: Bryan Carson, Steve Friedman. 

Divisions: S & R MedEd, S & R Event Services. 

FEATURED WORK 

Product: Phospho-Soda 

Client: Fleet Laboratories 

Creative/account team: Bruce 

Nicoll, creative director; Mark Pfhalert, 

senior art director; Bil Boyd, senior 

copywriter; Connie Connor, team 

leader; Susan Davis, account exec. 

Media team: Gail Bruggeman. 


“Nowhere To Hide” Marketing 

Challenge: To revitalize the personality 

of a very old brand and make it 

relevant to today’s users. Target Audience: Physicians conducting colonoscopies. Campaign 

Objective: To maintain brand loyalty among current prescribers and convince nonusers to adopt 

the brand. Creative Strategy: Our communication strategy reasserts Fleet Laboratories’ 

“ownership” of the category by strongly branding Phospho-soda in a way that reminds physicians 

why bowel prep is needed in the first place — to clean the colon so that potentially dangerous 

lesions are clearly exposed for excision. 

Saatchi & Saatchi Consumer Healthcare 


Phone: 212-463-3400 • Fax: 212-463-3913 

E-mail: rhogan@saatchiny.com • Web: www.saatchihealthcare.com 

Founded: 2000 


AGENCY A-TO-Z 

Officers: Michael J. Trepicchio, chairman of the board; Tom Lom, president; Bob 

Hogan, EVP/general manager; EVPs: Harry Azorin, Lisa Durels, Jim Fitzgerald, 

Justin Harrington. 

Healthcare accounts: AstraZeneca: Crestor, Nexium, Pulmicort, Seroquel; Pfizer: Detrol LA, 

Varenicline; Bristol-Myers Squibb/sanofi-aventis: Plavix; sanofi-aventis: Ambien CR; 

GlaxoSmithKline/Roche: Boniva; Transitions: Transitions Lenses; Merial: Frontline. 

Accounts gained (2): sanofi-aventis: Ambien CR; Pfizer: Varenicline. 

Accounts lost (1): GlaxoSmithKline/Schering-Plough: Levitra. 

Divisions: Healthcare Knowledge Marketing. 

FEATURED WORK 

Product: (Unbranded) Bipolar Mania Disease 

Awareness 

Client: AstraZeneca 

Creative/account team: Jennifer Shirley, account 

director; Pam Fishman, account supervisor; Lois 

Sandberg, copywriter; Daniella Tineo-Cohn, art director. 

Media team: Zenith Media: Earl Black, associate 

media director; Christian Farrell, media supervisor. 

Why this ad is special: Undiagnosed bipolar mania is 

all too common because the disease is often masked by 

depression. This communication portrays this “other 

side” of depression in a strikingly relatable, sensitive 

manner while providing an interactive screener for 

possible sufferers to see whether a conversation with 

their doctors may be warranted. 

Saatchi & Saatchi Healthcare Advertising 


Phone: 212-463-3400 • Fax: 212-463-3590 

E-mail: SWelch@saatchiny.com • Web: www.saatchihealthcare.com 

Founded: 1944 


Officers: Michael J. Trepicchio, chairman of the board/president; EVPs: Sam Welch, 

Dave Marek, Paul Nani, Ed Nathan, Martha Crane, Dobbi Massey, Chas Vilante, Jim 

Berlanti. 

Healthcare accounts: AstraZeneca: Crestor, Nexium, NYX-059 (global), Seroquel; 

Amgen/Wyeth: Enbrel; sanofi-aventis: Ambien CR, Anzamet, Eligard, Elitek, Eloxatin, Rilutek; 

Bristol-Myers Squibb/sanofi-aventis: Plavix (global); Schering-Plough: Avelox, Clarinex, Peg-Intron; 

sanofi-aventis/Altana: Alvesco (U.S.); Altana: Alvesco (global); Nitromed: Bidil; Intendis: Binora, 

Finacea; Takeda: Amitiza; Sucampo: Amitiza. 

Accounts gained (5): AstraZeneca: Crestor, NYX-059 (global); Schering-Plough: Avelox; 

Sucampo: Amitiza; sanofi-aventis: Rilutek. 


Services: Strategic brand planning, workshops, physician research. 

FEATURED WORK 

Product: Amitiza (lubiprostone) 

Client: Takeda Pharmaceuticals 

Creative/account team: Amy 

Schachter, copy; Anne Fikes, art; Lisa 

Hazen, account. 

Why this ad is special: This concept 

succeeds because it simply and 

dramatically communicates the 

transforming quality of Amitiza in the 

treatment of chronic constipation. 

This launch campaign brings 

lightness, beauty, and dignity to the 

treatment of a disease state that is 

usually either avoided, trivialized or 

demeaned. 

Saatchi & Saatchi Healthcare Innovations 

One Summit Square, Suite 303, Langhorne, PA 19047 

Phone: 215-497-8400 • Fax: 215-497-9535 

E-mail: DBaisch@saatchihealthcare.com • Web: www.saatchihealthcare.com 

Founded: 1996 


Officers: Michael J. Trepicchio, chairman of the board; Diane Baisch, managing 

director. 

JULY 2006 MM&M 175

AGENCY A-TO-Z 

Healthcare accounts: Wyeth Pharmaceuticals: Altace, Mylotarg, Neumega, Torisel 

(temsirolimus); sanofi-aventis: BenzaClin, Carac, M Professional Revitalizing Peels, Penlac, 

Sculptra, Viscontour Serum; Sanofi-Pasteur: ActHIB, Adacel, Daptacel, Decavac, IPOL, Pentacel, 

Shared Pediatrics, Tripedia; GlaxoSmithKline: Coreg; AstraZeneca: Merrem, Rhinocort Aqua; Q- 

Med AB: Durolane, Solesta, Zuidex; ZLB Behring: Zemaira, Ther-Rx: Hematinics franchise; 

Savient: Oxandrin; MedPointe: Felbatol; Smith & Nephew: IDET; CollaGenex: Alcortin, Novacort. 

Accounts gained (12): Sanofi-Pasteur: ActHIB, Daptacel, IPOL, Pentacel, Shared Pediatrics, 

Tripedia; Q-Med AB: Solesta; Savient: Oxandrin; MedPointe: Felbatol; Smith & Nephew: IDET; 

CollaGenex: Alcortin, Novacort. 

Accounts lost (6): Sanofi-Aventis: DDAVP; Essilor America: Crizal Alizé; MedPointe: Astelin, 

Optivar; Schering Labs: MyHealthZone.com; Genmad: Humax-DC-4. 

Seidler Bernstein Inc. 

700 Technology Square, Cambridge, MA 02139 

Phone: 617-225-0400 • Fax: 617-225-0011 • Web: www.seidlerbernstein.com 

Founded: 1993 

Officers: Jo Seidler, chairman of the board; Kathleen Bernstein, president. 


2005 2004 




Healthcare accounts: Bayer HealthCare: diagnostic testing systems and assays; Boston 

Scientific Oncology: venous access, embolization, radio frequency ablation, NVI/Biopsy; Corning 

Incorporated: life science and drug discovery; Boston Scientific Cardiovascular: cardiology and 

peripheral vascular devices; Genzyme Biosurgery: Sepramesh IP Hernia Repair; Haemonetics: 

blood collection products; LifeNet: bone and tissue allografts; Boston Scientific 

Urology/Gynecology: minimally invasive urologic and gynecologic devices; Smith & Nephew: 

endoscopy products; Boston Scientific Endoscopy: endoscopic systems; Nellcor Puritan 

Bennett: ventilator systems; Physicians Academy: medical education; Dako; Oxigene; IGS. 

Accounts gained (5): Dako, Haemonetics: blood collection products, Oxigene, Physicians 

Academy: medical education, IGS. 

Accounts lost (1): Boston Scientific Cardiovascular (engagement completed). 

Services: Market research, product and brand identity, market education, workshops. 

Shaw & Todd, Inc. 

95 Mt. Bethel Road, Warren, NJ 07059 

Phone: 908-668-1106 • Fax: 908-668-1107 

E-mail: mmelia@shawtodd.com • Web: www.shawtodd.com 

Founded: 1980 

Officers: Mary Melia, chairman of the board/president; VPs: Keith Todd, Jeff Propper. 

Healthcare accounts: The Endocrine Society. 

Simms & McIvor Marketing 

Communications 

Branch Estates, 3121 Route 22 East, Branchburg, NJ 08876 

Phone: 908-722-8777 • Fax: 908-722-7833 

E-mail: mail@simmsandmcivor.com 

Founded: 1981 

Officers: Patrick J. McIvor, president. 

Healthcare accounts: Action Products Inc.; Amgen; Astra Zeneca Pharmaceuticals; Aventis 

Pharmaceuticals — a member of the sanofi-aventis Group; BD Consumer Healthcare; BD ID; 

Bayer HealthCare Biologics Division; Children’s Oncology Camping Association (C.O.C.A.); 

Diabetes Education & Camping Association; Genentech/Novartis; Health Care Interiors; 

IVAX/TEVA; Johnson & Johnson: corporate; Johnson & Johnson Health Care Systems; LifeCell 

Corporation; Novo Nordisk; Ortho Biotech Inc.; Redfield Corporation; Sankyo Pharma Inc.; 

Sepracor, Inc.; Smiths Medical, Inc.; Terumo; The Consortium on Children’s Asthma Camps; 

(CCAC); The Marketing Connexion; Wyeth-Ayerst Laboratories; Vasomedical Inc. 

Accounts gained (5): Amgen; Diabetes Education & Camping Association; IVAX/TEVA; 

Sepracor Inc.; Terumo. 


Services: Audiovisual, special events, convention traffic building programs, Web sites, exhibits, 

house organs, strategic planning, specialty camp programs. 

176 MM&M JULY 2006 

SimStar, A Rosetta Company 

100 American Metro Boulevard, Hamilton, NJ 08619 

Phone: 609-689-6100 • Fax: 609-631-0184 

E-mail: info@simstar.com • Web: www.simstar.com 

Founded: 1993 

Parent company: Rosetta, Hamilton, N.J. 

Officers: Chris Kuenne, CEO; Kurt Holstein, chief operating officer; Rob Rebak, 

general manager; EVPs: Andrew Friedman, Angela DiBartolo, Bob Palmer, Brian 

Lucotch, Leslie Donovan. 


2005 2004 



Healthcare accounts: Pfizer: Detrol, Indiplon; Pfizer/Eisai: Aricept; Astra-Zeneca: Toprol-XL; 

Zomig; Johnson & Johnson: Procrit, Acuvue; Allergan: Botox Cosmetic; Roche: Pegasys; Eisai: 

Zonegran; Amgen: Amg-162; MedImmune: Synagis; TAP: Uloric; Bristol-Myers Squibb; Sanofi- 

Synthelabo: Plavix; Bristol-Myers Squibb Oncology; Berlex Oncology. 

Services: A full-service interactive relationship agency, SimStar develops interactive marketing 

programs for healthcare brands. We begin with a from-the-ground-up strategic analysis to gain a 

thorough understanding of brand goals, customer behavior, and program objectives. We then 

create an integrated communication program totally focused on powering the brand’s lasting 

success, online and off. We back up our work with extensive metrics, measuring the success of 

the program against brand and ROI objectives while cultivating opportunities for continuous 

learning. 


FEATURED WORK 

Product: Acuvue Dance Party 

Client: Acuvue 

Creative/account team: Dave 

Mihalovic, creative director; Jeff 

Bratteson, art director; Matt Sasso, 

designer; Bas Waijers, illustrator; 

writers: Mark Bellusci, Danielle 

Thierry. 

Why this ad is special: Through 

dance and conversations with 

diverse characters, the Acuvue 

Dance Party establishes a 

relationship with teens in the vision 

care marketplace. The experience (including an online rich media campaign, e-mail campaign, 

viral distribution capability) which required character casting, original score production, Flash 

design and development, fulfills the target market’s need to be stimulated. 

StoneArch Creative 

125 S.E. Main Street, Minneapolis, MN 55414 

Phone: 612-379-1368 • Fax: 612-379-7988 

E-mail: info@stonearchcreative.com • Web: www.stonearchcreative.com 

Founded: 1984 

Officers: Judy Kessel, president; Jerrold Gershone, CEO. 


2005 2004 





2005 2004 








Curriculum design 3.0 3.0

AGENCY A-TO-Z 

Healthcare accounts: Medtronic, Inc.; Roche Diagnostics; Boston Scientific Corporation; 

Disetronic Medical Systems, Inc.; Disc Dynamics, Inc.; St. Jude Medical, Inc.; 3M Healthcare; 

Spineology, Inc.; Cargill Corporation; Urologix, Inc.; Gyrus Medical, Inc.; Omni-Tract Surgical; 

Zimmer Spine; Harbinger Medical, Inc.; Impres Medical, Inc.; Novartis Nutrition Corporation; 

Coloplast Corporation; Abbott Northwestern Hospital; International Diabetes Center; Midwest 

Masonic Charities; Cosmetic Care Center; St. Luke’s Hospital; Hazelden Foundation; Blue Cross 

and Blue Shield. 

Accounts gained (5): Roche Diagnostics, Boston Scientific, Minnesota Masonic Charities, St 

Jude, Disc Dynamics. 

Accounts lost (2): Urologix (difference in marketing direction needed), The Good Feet Store 

(due to budgetary reasons). 

Services: A unique blend of collaboration and integration services including custom training and 

medical education, sales rep training, interactive department (Web sites, e-marketing, interactive 

training), in-house motion media (film and video) department, including production staff animation 

capabilities and edit suites, medical illustrator on staff. 

New hires: Kevin McArdle, director of marketing and sales. 

Divisions: Marketing communications and advertising; learning solutions, meetings and events. 

178 MM&M JULY 2006 

FEATURED WORK 

Product: Self Promotion 

Creative/account team: Jessica Boden and 

team. 

Why this ad is special: A recent trend towards 

healthcare marketing has every agency in town 

claiming healthcare expertise. StoneArch 

Creative IS the bandwagon on which every one is 

jumping. We have concentrated on healthcare for 

22 years. Most members of StoneArch Creative, 

five whom are featured here including president, 

Judy Kessel, have come from a health or medical 

background: some from hospital administration 

or a nursing unit, some as medical devise 

product managers or account assistance, some 

as pharmaceutical representatives. All of us bring 

some form of inside medical knowledge so we 

know our clients business well. 

Stonefly Communications Group 


Phone: 614-543-6020 • Fax: 614-540-3155 • Web: www.stoneflygroup.com 

Founded: 2004, acquired by inVentiv Health in 2005. 


Officers: John Racik, president/CEO; Tina Fascetti, SVP/worldwide creative 

director; SVP/client advisors: Ann Friedman-Ryan, Mark Matthews. 

Healthcare accounts: Novo Nordisk: NovoSeven, NovoLog; Insmed: iPlex; Reliant 

Pharmaceuticals: Rythmol SR; United Resources Networks: parentsteps; Novartis Medical 

Nutrition: various products; ViaCord: corporate. 

Accounts gained (4): Reliant, United Resources Networks, Novartis Medical Nutrition, ViaCord. 


Divisions: Advertising: professional and consumer, public relations, advocacy development, 

strategic planning, market research, branding and media. 

FEATURED WORK 

Product: Novolog 

Client: Novo Nordisk 


Tina Fascetti, creative 

director; Jeff Tobin, 


director/copywriter; art 

directors: Sharon Brady, 

Trish Heinfeldt. 


People with diabetes long to 

live life as normally as 

possible. That insight, 

derived from discussions with patients, inspired the agency team to develop this campaign for 

the NovoLog FlexPen, an all-in-one insulin delivery device that offers patients freedom, simplicity, 

and the ability to live life on their own terms. 

Stratagem Healthcare Communications 

461 Bush Street, 4th Floor, San Francisco, CA 94108 

Phone: 415-397-3667 • Fax: 415-397-3668 

E-mail: susan@stratagem-hc.com • Web: www.stratagem-hc.com 

Founded: 1997 

Officers: Susan K. Hempstead, principal/account services; Paul Harris, 

principal/creative director, art; Patricia Malone, principal/creative director, copy. 


2005 2004 





2005 2004 

Journals 25.0% 25.0% 






Healthcare accounts: American Association of Heart Failure Nurses (non-profit organization); 

Aradigm Corporation: corporate, AeRx, Intraject; Botanical Laboratories, Inc.: dietary 

supplements; Breast Cancer Fund (non-profit organization); Carl Zeiss Meditec: ophthalmic 

instrumentation; Conor Medsystems, Inc.: drug eluting cardiovascular stent; CoTherix, Inc.: 

biopharmaceutical for pulmonary arterial hypertension; Free & Clear: smoking cessation 

programs; Glaucoma Research Foundation (non-profit organization); Hansen Medical, Inc.: robotic 

catheter system; Nellcor (pulse oximetry); OTN (oncology services company); Pacific Bioscience 

Laboratories: ultrasonic skin cleanser; Philips Oral Healthcare: power toothbrush; Scios Inc.: 

pharmaceutical for acute decompensated heart failure (outside the U.S.); Siemens Medical 

Systems: diagnostic ultrasound; Spacelabs Medical Data: cardiac monitoring systems; Tensys 

Medical: continuous non-invasive blood pressure monitor. 

Accounts gained (6): Breast Cancer Fund; Hansen Medical: robotic catheter system; Nellcor; 

Pacific Biosciences Laboratories: ultrasonic skin cleanser; Scios, Inc.: pharmaceutical for acute 

decompensated heart failure (oustide the U.S.); Spacelabs Medical Data: cardiac monitoring 

systems. 

Services: Global reach through independent affiliate agencies throughout Europe and Asia. 

Strategic Edge 

6147 Landino Drive, Westlake Village, CA 91362 

Phone: 818-903-7371 

E-mail: bob@strategicedgemarketing.net 

Web: www.strategicedgemarketing.net 

Founded: 1991 

Officers: Robert O. Kielhorn, president; Susan Buckley, VP. 

FEATURED WORK 

Product: CLARISONIC skin care brush 

Client: Pacific Bioscience Laboratories, Inc. 

Creative/account team: Paul Harris, 

principal/creative director, art; Patricia Malone, 

principal/creative director, copy; Janet Vennari, 

account group director. 

Why this ad is special: “Pore Baby” is simple and 

whimsical — traits unique in healthcare 

professional advertising. The visual highlights the 

new product in a premium way. The headline 

playfully speaks to the brush’s ability to gently and 

effectively clean the skin, and the rest provides the 

clinical substantiation that completes the story to 

dermatologists.

AGENCY A-TO-Z 

Sudler & Hennessey 

230 Park Avenue South, New York, NY 10003 

Phone: 212-614-4100 • Fax: 212-598-5327 

E-mail: first_last@nyc.sudler.com • Web: www.sudler.com 

Founded: 1941 

Parent company: Young & Rubicam Brands/WPP, New York, N.Y. 

Officers: Jed Beitler, chairman of the board; co-presidents, U.S.: Louisa Holland, Jim 

Metropoulos, M.D.; Massimo Vergnano, vice chairman, Europe; Geert Van Loocke, 

group managing director, emea Europe; David McLean, chairman, 

Asia/Pacific/Africa; Rob Rogers, managing director, Australia/chief creative officer, 

U.S.; Joe Garamella, exec. creative director; Ruben Gutierrez, managing director, 

IntraMed Educational Group; Robert Rullo, managing director, Intramed West; 

Anthony Manson, managing director, Avenue-e Health Strategies; Donna 

Michalizysen, managing director, Precept Medical Communications. 

Healthcare accounts: Abbott Laboratories; Allergan; Amgen; Astellas Pharma, US; 

AstraZeneca Pharmaceuticals; Aventis Pasteur; Baxter Healthcare Corporation; Berlex 

Laboratories; Boehringer Ingelheim; Cephalon; Colgate Oral Pharmaceuticals; Colgate-Palmolive 

Co.; Esprit Pharma; Forest Laboratories, Inc.; Galderma; Genentech, Inc.; GlaxoSmithKline; 

Guidant Corporation; Monogram Biosciences; NPS Pharmaceuticals; Pfizer, Inc.; Procter & 

Gamble; Roche Laboratories; TAP. 

Accounts gained (9): Allergan; Berlex; Esprit Pharma; Guidant Corporation; Genentech Inc.; 

Monogram Biosciences; NPS Pharmaceuticals; Procter & Gamble; TAP. 

Accounts lost (3): Nabi Biopharmaceuticals, Odyssey Pharmaceuticals, Novo Nordisk. 

Services: In addition to a full array of professional and consumer healthcare marketing, 

promotion and medical education, our comprehensive in-house business offerings also include 

Internet communications consulting, technology and digital media services; creative and 

strategic consultancy; branding and identity work; managed care consulting; market analytics 

and media. As part of WPP, one of the world’s leading communications networks, S&H can also 

provide its clients with other unique services such as direct marketing and database 

management, and multi-cultural marketing. 

Offices: Berkeley Heights, N.J.; San Francisco, Calif. 

Divisions: IntraMed Educational Group, Imprint Science, IntraMed West, Avenue-e Health 

Strategies, S&H CRM, Precept Medical Communications, Emeritus Educational Sciences, Sentrix 

Global Healthcare, HealthAnswers, Acumentis, FCG Institute, Current Medical Directions. 

180 MM&M JULY 2006 

FEATURED WORK 

Product: VAPRISOL 

Client: Astellas Pharma 


arresting and unexpected image of a 

salt shaker with water pouring from it 

makes this launch ad for VAPRISOL 

truly memorable. VAPRISOL is the 

first in a unique class of drugs called 

aquaretics, which restore salt and 

water balance through the electrolytesparing 

excretion of free water. 

Tisha 

180 Coolidge Avenue, Englewood, NJ 07631 

Phone: 201-227-7610 • Fax: 201-227-7613 

E-mail: jmindak@tisha.com • Web: www.tisha.com 

Founded: 1973 

Officers: Joe Mindak, Sr., chairman of the board; Joe Mindak, Jr., president; Brett 

Mindak, EVP; Jim Dudgeon, VP. 


2005 2004 





2005 2004 






Healthcare accounts: Stryker, Haymarket Media, Advanstar/Medical Economics, Light Age, 

Hartzband. 

Accounts gained (2): Stryker, Advanstar/Medical Economics. 


Services: In-house printing, Web site design, 3-D animation, video, market research. 

New hires: Danielle Dobson. 


FEATURED WORK 

Product: Contemporary OB/GYN 

Client: Advanstar/Medical Economics 

Creative/account team: Cynthia Cortes, Kevin 

Cale, Wii Yatani, Kim Maher. 

Media team: Scott Brocker, Jose Sebastian. 

Why this ad is special: The imagery and tag line 

work perfectly to portray the product and the 

purpose of advertising in the publication. The colors 

and placement of the images were chosen carefully 

with the intent of the ad being on a right-hand page 

for full impact. 

Topin and Associates 

676 North Saint Clair, Suite 2000, Chicago, IL 60611 

Phone: 312-645-0100 • Fax: 312-645-0120 

E-mail: pepperlogic@topin.com • Web: www.topin.com 

Founded: 1982 

Officers: Alan Topin, president; VPs: Dennis Gilroy, Abby Mansfield, John Diaz. 


2005 2004 




Healthcare accounts: Baxter Healthcare Corp: biopharma solutions, Clearshot, contract 

manufacturing, formulation technology, Solomix; Baxter Healthcare Corp: medication delivery, 

drug delivery, infusion/access systems, nutrition, Solomix; Baxter Healthcare Corp.: transfusion 

therapies; Ovation: Sabiril; Sirius: Avar, Clindibac, Nicomide; Studer Group; Sunstar Butler: 

professional; Teva Neuroscience: Agilect (global); US Oncology: corporate branding. 

FEATURED WORK 

Product: Medication Delivery 

Client: Baxter Heatlhcare Corporation 

Creative/account team: Kelly Staunton, senior 

art director; Elizabeth Bunten, senior copywriter; 

Abby Mansfield, VP/creative director; Kate 

Ellenbaum, account exec.; Jenn Karr, project 

manager. 

Why this ad is special: With simplicity and humor, 

this ad addresses an important issue facing 

pharmacists and positions Baxter as a company 

that can provide solutions.

AGENCY A-TO-Z 

Torre Lazur McCann 

20 Waterview Boulevard, Parsippany, NJ 07054 

Phone: 973-263-9100 • Fax: 973-263-4113 • Web: www.torrelazur.com 

Founded: 1980 

Parent company: McCann Erickson, New York, N.Y. 

Officers: Richard Nordstrom, chairman of the board; Marci Piasecki, president; Bill 

McEllen, EVP.; SVPs: Marcia Goddard, Jennifer Alampi. 


2005 2004 




Healthcare accounts: sanofi-aventis/Bristol-Myers Squibb: Plavix; Bristol Myers Squibb: 

Orencia; Eisai, Inc./PriCara: Aciphex; Eisai: Fragmin; GlaxoSmithKline, Inc.: 5698, Paxil CR, 

Requip PD, Requip RLS; GlaxoSmithKline Consumer; Adams Pharmaceutical: Mucinex 

(professional), Mucinex Pediatric, Humibid; Ethicon Endo-Surgery: Harmonic; Daiichi: Evoxac; 

Novartis/Idenix: Telbivudine; Novartis: managed markets; Allergan; Medimmune Synagis. 

Accounts gained (5): Novartis/Idenix: Telbivudine; Novartis: managed markets; Allergan; 

Adams Pharmaceuticals: Humibid; Medimmune Synagis. 

Accounts lost (2): Gilead: Truvada; Avanir; Adams Pharmaceutical: Mucinex DTC; Ortho-McNeil 

Neurologics: Topamax, Axert. 

Services: TLM focuses on one core service — healthcare advertising and communications 

delivered to professionals and patients via print, interactive, and video solutions. New media is a 

“built-in” element within traditional teams, offering state-of-the-art strategic ideas designed to 

move customers. Within the network, the Managed Markets division operates as a separate 

entity, supporting and augmenting brand team efforts with specialized solutions. TLM is part of 

one of the largest global networks with resources ranging from medical education and public 

relations to relationship marketing and DTC. 

Offices: Echo Torre Lazur, Adair-Greene. 

Divisions: Managed Markets; Active Ingredient; Patient Communications. 

182 MM&M JULY 2006 

FEATURED WORK 

Product: PLAVIX (clopidogrel bisulfate) 

Client: sanofi-aventis/Bristol-Myers Squibb 

Creative/account team: Copy team: Kathryn 

Lieberthal, Mark Oppici; art team: David 

Proudfoot, Jaime Berliner; account team: Mary 

White, Shuet Moy. 

Why this ad is special: The new PLAVIX 

campaign focuses on the underlying systemic 

disease — atherothrombosis — common to its 

several indications. Physicians who understand 

the unpredictable course of atherothrombosis 

believe PLAVIX is more necessary in efforts to 

reduce the risk of future atherothrombotic events 

in patients with acute coronary syndromes, 

ischemic stroke, and peripheral arterial disease. 

Vox Medica, Inc. 

The Curtis Center, Suite 250, Independence Square West, Philadelphia, PA 19106 

Phone: 215-238-8500 • Fax: 215-238-0881 

E-mail: marketing@voxmedica.com • Web: www.voxmedica.com 

Founded: 1953 

Officers: Donald J.M. Phillips, Pharm.D., president; EVPs: E. Michael D. Scott, Eve 

Dryer, Tim R. Garde, Peggy Heller; VPs: Audrey Benvignati, Christine Donato, Kevin 

Dunn, Rhoda Dunn, Warren Levy. 


2005 2004 

Gross Income N/A $15.4 mil 

Billings N/A 129.6 mil 


Healthcare accounts: Abbott Laboratories; AmerisourceBergen Corporation; Amylin 

Pharmaceuticals, Inc; AstraZeneca Pharmaceuticals LP; Baxter International Inc.; Biogen Idec 

Inc.; Celgene Corporation; Centers for Disease Control and Prevention; CIGNA Healthcare; 

Genentech Inc.; IMS Health Inc.; Janssen, L.P.; LifeScan, Inc.; Ortho Biotech Products, L.P.; Pfizer 

Inc.; PricewaterhouseCoopers; F. Hoffmann-La Roche Ltd; Serono, Inc.; Teva Pharmaceuticals 

(U.S.A.). 

New hires: Isabelle Gauvry, SVP; Shayne Mackey, VP/creative director. 

Offices: Vox Medica, West Coast Office, 49 Stevenson Street, Suite 550, San Francisco, CA 

94105. Vox Medica, New York Office, 100 Park Avenue, Suite 1600, New York, NY 10017. 

Divisions: Vox Medica Health-Care Marketing Communications, Vox Medica Health-Care Public 

Relations, Vox Medica Health-Care Training and Development, Institute for Continuing Healthcare 

Education. 

Warhaftig Associates Inc. 


Phone: 212-995-1700 • Fax: 212-995-1166 

E-mail: matt@warhaftig.com 

Founded: 1982 

Officers: Matt Warhaftig, president. 


2005 2004 


Billings N/A N/A 



2005 2004 

Conventions/exhibits 10.0% 


Software, packaging, 

40.0 35.0 

books 60.0 55.0 

Healthcare accounts: Pfizer, Abbott. 

FEATURED WORK 

Product: Unbranded 



special: 

Cardiovascular Goal 

Manager was 

developed by a crossfunctional 

team and is 

being used by lipid 

clinics and medical 

groups to improve the 

management of their 

CV patients. In our role 

developing the graphics, interface, and communications materials, we tried to convey the 

program’s value in helping patients reach their targets. 

Williams-Labadie LLC 

a Publicis Healthcare Communications Company 

57 W. Grand Avenue, Suite 800, Chicago, IL 60610 

Phone: 312-222-5800 • Fax: 312-222-2530 

E-mail: plabadie@willab.com • Web: www.williamslabadie.com 

Founded: 1990 


Officers: Peter Labadie, CEO; Anthony Goosmann, president; Randy Isaacson, EVP; 

VPs: Julie Drinane, James Grossmann, James McGuire. 

Healthcare accounts: Astellas Pharma: Adenocard, Adenoscan; Prometheus Laboratories: 

Entocort EC, diagnostics; Oscient Pharmaceuticals: Factive; Smith & Nephew: Acticoat, Allevyn, 

Gladase, Iodosorb; Pharmavite: Nature Made vitamins, Nature’s Resource herbals, Inflammation 

Defense, Diabetes HealthPack; Abraxis Oncology: Abraxane; Advanced Medical Optics: 

Complete Moisture Plus, Blink Contacts; Sciclone Pharmaceuticals: Zadaxin; Chiron Corporation: 

Proleukin; PDL Biopharma; Solucient; Gelita Health Initiative; Allos Therapeutics; American Board 

of Medical Specialties. 

Accounts gained (6): Abraxis Oncology: Abraxane; PDL Biopharma; American Board of Medical 

Specialties; Gelita Health Initiative; Prometheus Laboratories: diagnostics; Smith & Nephew: 

Iodosorb. 

Accounts lost (6): Smith & Nephew: Dermagraft; Pharmavite: CholestOff, TripleFlex, SAM-e; 

Healthconnections; Caremark; Recom; Proxima Therapeutics. 

Services: Professional advertising/promotion, consumer advertising/promotion (radio, TV, 

print, outdoor), media (strategy, planning and placement), design (packaging, brand style guides), 

interactive (Web, video, CD-ROM/multimedia), sales training and motivation. 

New hires: Scott LeVee, VP. 

Divisions: Ideon Healthcare Education.

FEATURED WORK 

Product: Entocort EC 

Client: Prometheus Laboratories 

Creative/account team: David Kalfas, account 

supervisor; TJ Cimfel, copywriter; Suzanne Richards, art 

direction; James McGuire, creative director. 

Media team: Karen Panozzo 

Why this ad is special: This new campaign helped 

reignite the brand by conveying clear positioning to a 

well targeted audience. “The Entocort Moment” gave 

doctors a crystal clear clinical indication for how 

Entocort fits into their practice — and significant sales 

growth was the feedback that told us we had a winner in 

this idea. 

Wishbone/ITP, Inc. 

245 Fifth Avenue, 12th Floor, New York, NY 10016 

Phone: 646-486-9701 • Fax: 212-213-4235 

E-mail: smichaelson@wishbone-itp.com • Web: www.wishbone-itp.com 

Founded: 1998 


2005 2004 





2005 2004 

Journals 20.0% 20.0% 





Other 5.0 

Healthcare accounts: Abbott Laboratories: Depakote; Genzyme Corporation: Synvisc; Bristol- 

Myers Squibb Co.: Cefzil, Coumadin; Dey, LP: AccuNeb, EpiPen; MedPointe Pharmaceuticals: 

Astelin, Optivar; Reliant Pharmaceuticals, Inc.: Antara; Sigma-Tau Pharmaceuticals, Inc.: 

Matulane. 



Services: The agency launched its new medical education division, Backbone. Diana Feed, 

Wishbone’s chief science officer, is the managing director and architect of this group. The 

agency’s strategy is to take its discovery process and apply the blueprint to a higher science, 

medical education arena. Backbone excels in developing advisory boards, editorial content, 

meetings, symposia, advocacy, publications planning, and Web-based activities. 

FEATURED WORK 

Product: Synvisc 

Client: Genzyme Corporation 

Creative/account team: Mark McDowell, Norbert 

Gonsalves, Stephanie Sorine, Rick Nidenberg, Chris 

Wood. 

Media team: Mary Skoyles. 

Why this ad is special: In today’s regulatory 

environment it is more difficult than ever to be 

aggressive. So how do you elevate parity to 

superiority without the data to support the claim? By 

combining an arresting visual that communicates the 

dominance for you and with strong branding that is 

truly unique and ownable. And of course, a marketing 

team with the courage to push the envelope. 

AGENCY A-TO-Z 

Product: Depakote 

Client: Abbott Laboratories 

Creative/account team: Mark McDowell, 

Stephanie Sorine, Corinne Felder, George Ho. 

Media team: Mary Skoyles. 

Why this ad is special: Simplification, unification, 

and optimization were the three goals of this new 

approach for Depakote. This campaign was the result 

of months of extensive market research designed to 

identify the meta positioning of Depakote for all 

audiences and indications. This visual of “the mighty 

oak” most effectively communicated the unique 

selling proposition of Depakote and its strong 

heritage. 

Zuchelli & Johnson Healthcare 

Communications 

2873 Ocean Avenue, Seaford, NY 11783 

Phone: 516-783-1400 • Fax: 516-783-1805 

E-mail: admin@adwise.com • Web: www.adwise.com 

Founded: 1983 

Officers: Thomas Johnson, president; Angela Johnson, EVP; Cathy Vernino, VP. 


2005 2004 





2005 2004 

Journals 41.0% 40.0% 





Special projects/research 5.0 

Healthcare accounts: Baxter ACC: Propofol, Brevibloc, Suprane, TDS, Sevoflurane, 

multisource injectable products, various brands, projects and media planning; Caremark: 

projects; Daiichi: projects; Edlaw Pharmaceuticals: Dialysate additives; EZ-EM: Visipace; INO- 

Therapeutics: projects; PDL BioPharma. 

Accounts gained (1): PDL BioPharma. 

Accounts lost (1): Clay Park Labs. 

Divisions: Option Printing, Inc.; PharmNation: media sales representative for State Pharmacist 

Association journals. 

FEATURED WORK 

Product: Sevoflurane 

Client: Baxter Healthcare Corporation 

Creative/account team: Cathy Vernino, creative 

team leader. 

Media team: Angela Johnson, media team leader. 

Why this ad is special: Baxter launched Sevoflurane 

globally. A branding image that could be easily utilized 

by creative teams in two dozen countries was required. 

The choice of a yellow sunflower represents the 

product code color and was accepted by the 

marketing teams in every country. 

JULY 2006 MM&M 183

Adair-Greene Healthcare Communications AD-TECH - Haymarket ...

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