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Click here to view Inizio Evoke’s Get In The Game activation.

Evoke opened 2024 with a monumental shift. In January, the company announced it would be uniting its specialty agencies under the Inizio name, spawning Inizio Evoke.

The moment came nearly two decades after CEO Reid Connolly originally founded Evoke with the goal of “making health more human.”

“Every year seems to go faster than the last, but 2024 was certainly one of the fastest I can remember,” Connolly recalls. “It was the beginning of a lot of work to do.”

The process of simplification — streamlining the market brand structure for Evoke and aligning more closely with Inizio — took up much of the agenda. According to Connolly, it’s already begun to pay off.

“Simplifying the business … removed a lot of the friction that clients experience with bigger holding companies and other network agencies,” Connolly says. “It set us on the path for what ended up being a remarkable year.”

Core services across marketing, communications, media and access are now united under the new name. What was once Evoke Canale, Evoke Galliard and Evoke Kyne now makes up Inizio Evoke Comms; there’s also Inizio Evoke Access, Inizio Evoke Media and Inizio Evoke Transformation.

The new structure allows the agency to “bring to bear some of the smartest people across the organization to our clients” and solve challenges in a quick, seamless way,” Connolly says.

“I am a branding guy, so branding is incredibly important to us, and we don’t take that lightly,” Connolly continues. “But what’s even more important is what’s behind the brand. We have to make sure the plumbing is all right, the systems are right and that we’ve got the best talent out there.”

The company still faced headwinds, seeing its revenue slide 2% from $340.3 million in 2023 to $333.4 million in 2024. Connolly attributes that decline to the effects of 2023 network consolidations trickling into the first two quarters of 2024.

However, that didn’t hold Inizio Evoke back from bringing more people on board, with head count increasing from 1,280 in 2023 to 1,314 in 2024.

The company appointed two key executives — Stephanie DeViteri as president of Inizio Evoke Comms North America and Daryl DiSalvo as chief strategy officer. DeViteri, who had previously served as head of North America for Evoke Kyne, returned to the company after a two-year stint at MSL.

“Stephanie is both a phenomenal new leader and an outstanding boomerang,” Connolly says. “We’re thrilled to have her back in the organization.”

Like most marketing agencies, Inizio Evoke has been delving into generative AI, but believes it’s taking a different approach than others in the space — noting the key to unlocking AI’s potential is in a robust data practice. 

To that end, Inizio Evoke has increasingly invested in its data and audience intelligence in the past few years. Connolly points to the importance of pairing its proprietary HCP and patient data lakes with AI, which makes the technology “incredibly powerful” in unlocking insights to apply to clients’ challenges.

“It’s not just AI by itself, and I think that’s what clients tend to get a little bit sick of,” Connolly explains. “You still have to speak to clients about the service or solution that you’re providing and what challenge you’re actually helping to solve. That’s what our team does exceptionally well.”

Another strength Inizio Evoke has bolstered is its ability to work strategically at a higher level, with what Connolly calls a “data-led creativity lens.” For him, that gets to the core of the “health more human” mantra — using technology, data and human behaviors to create brands that are resonant.

Aaron Kaplowitz, product director of patient and HCP marketing at Johnson & Johnson Innovative Medicine, agrees, highlighting Inizio Evoke’s “strategic thinking and exceptional client services.”

“Its ability to measure success has been invaluable,” Kaplowitz notes. “The insights we gained from its analysis allowed us to refine our marketing tactics and tailor our media placements, enabling us to meet our customers where they are.”

For other clients, Inizio Evoke is “like having another member of your commercial and medical team at the table,” adds Julie Elliot, who is the senior director of global strategic marketing for domvanalimab/zimberelimab at Gilead. “Its energy to engage beyond the creative to truly understand our key communication elements has taken our disease state education campaign to the next level.”

Beyond its long-standing role in launching TV spots for Jardiance — Boehringer Ingelheim and Eli Lilly’s type 2 diabetes drug — Inizio Evoke also carried out campaigns focused on cancer, HIV and gastroesophageal reflux disease (GERD).

That included the TalkPrEP campaign for Gilead, which sought to encourage conversations about HIV prevention among HCPs, and expand their view around who may want or need PrEP. Also for Gilead, the agency created The Adventure Jar, a children’s book for families living with metastatic breast cancer.

Looking ahead to 2025 and beyond, Connolly expects to see the company’s policy business Incisive — which is part of Inizio Evoke Comms — grow.

“The ability to share the policy landscape in a certain therapeutic category, or what’s the policy implication of a decision that’s happening, is increasingly important in the current landscape,” he says.

The team will also be focused on AI, but doing so in a way that Connolly believes others in the industry can learn from.

“A lot of agencies in this space are quick to chase the new thing without thinking about the long-term,” he explains. “There’s too much focus on the short-term, selling AI as a bright, shiny object and not in, ‘How can it fundamentally shift the business both positively and negatively?’” 

One insight from a consumer campaign to apply to medical marketing

Consumer marketing proves the most powerful campaigns aren’t just messages — they’re movements. They tap into shared values and inspire action beyond the transaction. Healthcare has the same potential. When we move beyond promoting products to promoting possibilities — hope, empowerment, dignity — we create a deeper, lasting impact. Marketing can — and should — be a force that makes people feel stronger, safer and seen. — Connolly

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