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Ever since its acquisition by U.K.-based Lucid Group in June 2021, most things have gone DiD Agency’s way. The company enjoyed a strong year on the revenue front, with 2022’s take of $48.3 million representing 23% growth over the $39.3 million it generated in 2021 — a year that saw revenue surge 55%.

While DiD’s client roster includes engagements with A-listers such as Novartis and Janssen (in the cardiovascular/metabolic category), chief commercial officer Bill Fay doesn’t believe there’s any secret to the firm’s recent success. Rather, he says the “recipe” is grounded in DiD’s appeal as a one-stop shop.

“Our clients are usually looking for a single agency, instead of a few different agencies or an agency with multiple divisions,” he explains. “We were able to not only give them the insight they needed through advanced analytics, but also offer communication strategy and creative insight.”

Chief strategy and operations officer Elyse Cole agrees, adding, “What they’re getting is a stronger foundation of insight that can show up in every facet of the work that we do.” 

DiD has always strived to stay ahead of industry-wide analytics trends, so it’s very much in character that the agency added what Cole describes as “an expansive healthcare claims engine,” Lucid Connected Intelligence (LCI), in 2022.

“What’s so differentiating about it is the way that we’re able to leverage the data to make insightful and strategically meaningful connections,” she explains. “It starts with data sets, and then we can map patients to prescribers, institutions and payers. We’re able to find hyper-targeted ‘needles in the haystack’ where there’s untapped opportunity.” 

For DiD, that untapped opportunity is helping patients who are not receiving the specialist care they require. Indeed, to Fay and Cole, a brand failing to reach its full potential is not simply a lost economic opportunity but a systemic healthcare failure.

“If you look at the commercial side of the business, it’s important to get the total prescription counts up,” Fay notes. “But what we’re really focused on is true health outcomes. With LCI, we can look at the impact we’re making on actual health.” 

Despite the agency’s recent growth spurt, DiD understands that keeping the new business pipeline flowing will remain a top-of-mind concern, whether in the back half of 2023 or in years to come.

“It is always an area of focus and a challenge for any agency,” Fay acknowledges. “Right now, it feels like we’re at a size and scale that we have to think differently about how we show up.”

The key will likely be meshing the familiar with the new, Fay adds.

“A lot of our business has come from referrals, but now we have a much broader offering. If you look back maybe five or seven years ago, we were focused on the core of our business: strategic communications. Now we’re looking at the entire asset lifecycle from the very, very early phases all the way to a mature brand,” he continues. “We’re talking about a larger footprint in our clients’ business and advanced capabilities that they haven’t experienced before.” 

. . .

Our marketing role model…

While I would stop short of saying he’s the company’s marketing role model, Irwin M. “Fletch” Fletcher, as played by Chevy Chase, is a marketing role model. He exhibits exceptional adaptability — a key trait in marketing — as he assumes different personas to achieve his objectives. His creativity and quick thinking enable him to devise unconventional yet effective strategies to achieve his goals. Fletch’s charming personality also allows him to build rapport with people, a critical skill. His resourcefulness, charisma, perseverance and innovative mindset are all worth emulating. — Fay

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

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