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Hill Holliday Health managing director Linda Bennett was working out recently when REO Speedwagon’s “Roll With the Changes” came blasting through her AirPods. The resilience-minded lyrics, including the refrain,  “So if you’re tired of the same old story/Turn some pages,” struck her as a particularly appropriate recap of her company’s arc over the past year

“That was a little bit of our 2022, when we had some structural changes that were significant and positive for our agency,” she explains. “But it was also a reminder that change needs to be managed.”

One of those major developments came in November, when Hill Holliday Health officially joined IPG Health 18 months after the new network debuted. The move increased the agency’s access to the offerings and capabilities of its parent group.

Bennett believes that effectively taking advantage of the “vast resources now at our disposal” will help push Hill Holliday Health beyond its current place in the agency pecking order — as an A-list DTC shop — and toward more HCP agency of record engagements.

“I’m excited about the story we’re now able to tell from an HCP perspective,” she explains. “The work that we do now, and the way that we approach that work and the strategic thinking behind it, translates very naturally to HCPs.”

Following several growth years, Hill Holliday Health’s revenue was flat in 2022, holding at an MM+M-estimated $67.5 million. Head count was similarly static at 245 full-timers. The company engineered a legitimate coup on the personnel front, poaching well-regarded chief creative officer Stephanie Berman from IPG Health sibling McCann Health New York.

“There’s a philosophy around proactive career management at IPG Health,” Berman says. “I’m a good example of that— somebody who was given a growth opportunity in a sister agency.”

On the client side, Hill Holliday Health added an AOR assignment from Bayer to a slate that includes work for Novartis, Regeneron, Ironwood Pharmaceuticals and Janssen.

“We are fortunate not to have to pitch quite as much to achieve our growth, but last year was a bit of a pullback after a few significant launches,” Bennett says, pointing to larger client-side economic challenges as a limiting factor. “Several major clients were going through big transformations on their end, which impacted spend.”

Asked about particularly noteworthy client work during the past year, Berman singles out Hill Holliday Health’s Kerendia campaign for Bayer. The ABCs of CKD was centered around a 60-second spot using the alphabet to explain how Kerendia can treat chronic kidney disease linked to type 2 diabetes.

Looking toward the second half of 2023 and beyond, Bennett expects Hill Holliday Health to take what it does well now and find bigger and more ambitious stages upon which to do it.

“We always say that we’re one of the industry’s best-kept secrets, because our name recognition might not be as great as some of our competitors and even some of our sister agencies within IPG Health,” she notes. “But we feel that this is going to be a great year for us in terms of getting our name out there and becoming known in a bigger and better way.”

. . .

Our marketing role model…

Disney. We’re not inspired by just the company’s humanity, but also by the way that its purpose and vision is pulled through in every single thing it does. The company is so consistently and uniquely Disney straight across the board. How you can help clients achieve that level of branding is not as simple as a logo on a page; it’s about living and breathing the brand. We also admire Disney’s laser focus on the customer experience. — Bennett

Click here to see Hill Holliday Health’s Agency 100 2022 Profile.

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