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In the agency business, every loss is an opportunity, and GCI Group is using the gap left by Pfizer’s decision to move its global creative work away from WPP as a chance to diversify its offerings.

The agency focused on building out capabilities in clinical trial recruitment and patient engagement, as well as the agency’s tech suite, according to GCI Group global CEO Kristin Cahill.

“As one of the largest [WPP] agencies that specializes in health, we offer an end-to-end strategy and solution for our clients — from molecules to the masses,” Cahill says. “It’s exciting to see the diversity of expertise that we bring to the table.”

Much of the agency’s growth challenges last year are attributed to the Pfizer loss. But GCI Group also faced external headwinds — including reduced pharma budgets — that led to revenue dropping 7% from an MM+M-estimated $135 million in 2023 to an MM+M-estimated $126 million in 2024. Staff size, likewise, decreased from an estimated 375 to an estimated 350.

The agency leaned into its existing relationships with clients. It also won 38 new accounts — including Otsuka U.S., Crinetics, Corcept Therapeutics, Vertex Pharmaceuticals and Evinova, AstraZeneca’s health-tech business.

GCI Group launched its influencer offering Muse, which uses the agency’s proprietary AI-driven Compass technology to vet celebrities and influencers for reaching specific audiences. Cahill expects this to be a growing area for the firm as people increasingly seek credible sources of accurate health information.

“A lot of agencies do influencer work, but they don’t necessarily understand the nuances around the regulatory and legal considerations for working with health influencers,” Cahill says. “It was important for us to give our clients a team that is 100% immersed in health influence.”

Cahill highlights a campaign conducted through its biotech agency, Uncapped Communications, for Gilead Oncology as one of the team’s proudest moments. The team worked with eight women with metastatic breast cancer and a psychiatrist to develop a children’s book that acts as a guide for families navigating cancer.

“It’s a great example of how simple ideas can sometimes be the most powerful ones when you rely on the power of these patient voices and stories,” Cahill says. 

Assal Hellmer, VP of communications at Emergent BioSolutions, believes that’s reflected in GCI Group’s work on its Ready to Rescue Narcan nasal spray campaign.

“The team’s insights went beyond traditional stereotypes to help us precisely reach young adults, who are most commonly at risk for opioid overdose, with messages about the importance of carrying the life-saving medication,” she says. 

In 2025, GCI Group plans to launch a new offering that will help clients identify dis- and misinformation in the health space through AI-powered tools.

But even as it embarks on launching new capabilities, Cahill underscores GCI Health’s low attrition rate and “hallmark” of a senior-led approach.

“It’s important that we don’t lose sight of what got us here — which is that strong foundation of amazing people,” she says.

One insight from a consumer campaign to apply to medical marketing

Standing apart and creating a strong brand persona is the ultimate goal for marketers. Dove consistently hits it out of the park in this arena. Its These Legs campaign used a simple message and strong emotion to launch Dove’s Body Confident Sports program. The insight for healthcare marketers is consistency — it’s vital to always follow through and be true to your brand’s vision. Keep it simple, lean into emotion and show — don’t tell — that you understand your audience and their challenges. — Cahill

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From the June 01, 2025 Issue of MM+M - Medical Marketing and Media