美女免费一级视频在线观看

When he thinks back on the creative work and client relationships that defined Merge’s 2022, chief client officer and life science practice leader Pat McGloin says that two stand out — but for different reasons.

The first was the agency’s work on Abbott’s FreeStyle Libre continuous glucose monitor, which allowed it to dive deeper into the always evolving diabetes market. The second was a brand repositioning and relaunch exercise for Radius Health, a Boston-based biotech whose market presence had stagnated.

“It’s fun to take something that hasn’t been performing as well as you’d hoped and start to see it grow. It was enriching for the folks who worked on it,” McGloin reports. 

That, he believes, hits at the core of what Merge is about: taking the offerings of a healthcare brand or service and helping it realize its full potential. In an insanely competitive and increasingly cost-conscious space, McGloin says that Merge has learned to proceed deliberately and aggressively at the same time.

“Being able to bring together storytelling and technology in a way that allows you to interact with those target audiences as they go through their journey of discovery with a compelling and emotionally driven story — that is what I see as the future of brand-building,” McGloin explains, before quickly adding, “Or, I should actually say, it’s even the present.”

Merge grew revenue by 5% during 2022, to $151 million from 2021’s take of $144 million. The company added engagements with Astellas Pharma, Eisai, Viatris and Interwell Health to a roster that already included Seqirus, GE Healthcare, UCB and Organogenesis. 

McGloin characterizes 2022 as an unpredictable year for health-adjacent companies, many of which responded to the broader economic volatility by simultaneously hitting the gas and the brakes. That’s why, as the industry continues to reckon with the post-COVID landscape, Merge has concentrated even more on the digital strategies and tactics that have long distinguished the company from the competition.

“Clients are leaning into nonpersonal promotion more aggressively and using digital tactics and data to better customize the experience. That part of our overall story is really resonating,” McGloin says. 

Not surprisingly, McGloin believes Merge has the wind at its back, with the agency anticipating double-digit growth by the time the calendar turns on 2023. Tasked with making that happen is newcomer Keith Turco, who joined the agency last year as chief growth officer. Turco was previously chief commercial officer and president, Americas at Evrythng. Overall, staff size increased from 737 people at the start of 2022 to 791 at the end of it.

As for the obstacles that lie in wait, McGloin believes that the ramifications of the Inflation Reduction Act will continue to be felt throughout the industry — and could well prompt pharma to operate more cautiously. Merge, however, will remain on the lookout for M&A and other growth-related opportunities.

“I feel bullish about where we are and where we’re headed,” McGloin adds.

. . .

Our marketing role model…

We love Patagonia, the epitome of a purpose-driven brand. Patagonia’s “why” is pulled through the entirety of the customer experience, from its products to its ads to its in-store-promotion environment. It is impressive to see the way Patagonia has thought through the impact of each touchpoint on the customer experience, which ensures that everything ladders back to the company’s greater purpose of saving the planet. — McGloin

Click here to see Merge’s Agency 100 2022 Profile.

Click here to return to the MM+M Agency 100.

From the June 01, 2023 Issue of MM+M - Medical Marketing and Media