Agency 100

Agency 100 2024: Butler/Till Health

Revenue climbed 17% to $51.6 million.

Frances Gatta

June 11, 2024

5:00 am

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In the wake of a year when many companies were battered by economic headwinds, Butler/Till Health president and CEO Kimberly Jones attributes her agency’s good fortunes in large part to a newfound focus on marketing science.

Asked about the company’s most gratifying successes, Jones points to the development of proprietary marketing science tools that have helped Butler/Till upgrade its analytics game. The agency not only can now create detailed reports on campaign performance, but also offer more accurate predictions on the media programs likely to thrive or fall short. Indeed, VP, client engagement and planning Michael Deichmiller touts the company’s ability to “predictively understand” its target audiences.

Butler/Till saw revenue jump 17% in 2023, to $51.6 million from $44.1 million in 2022. The agency added assignments from Grail (on early-detection cancer screening test Galleri), TG Therapeutics (on relapsing multiple sclerosis therapy Briumvi) and Dermavant Science (on plaque psoriasis cream Vtama). They joined Bristol Myers Squibb, Salix Pharmaceuticals, Highmark Health, Bausch + Lomb, Catholic Health, Ortho Dermatologics and Phathom Pharmaceuticals on the Butler/Till roster.

To service clients, the agency bumped up head count from 281 people at the beginning of the year to 293 at its conclusion. Notable additions included VP of program strategy Mark Martorana, whom Jones describes as “the connective tissue” responsible for managing the entire ecosystem of client work. The company also welcomed Optum chief consumer officer and former Mayo Clinic chief digital officer Rita Kahn to its board of directors.

Jones attributes Butler/Till’s recent growth to a mindful focus on client satisfaction. She also believes the company has done a better job of equipping employees with the tools, resources and education they need to ensure they continue to deliver top-flight work under the usual stressful circumstances of agency life.

To that end, the firm has established a ventures committee, designed to keep its people ahead of the technologies and trends that could impact client business or the healthcare marketing industry writ large. Populated by individuals from all corners of the company, the committee has devoted its first months to reporting back on trends in AI, personalization and the effective use of non-paid media. Jones believes it has already paid off in the form of a more connected, more innovation-minded work force.

After the successes of 2023 and a healthy start to 2024, Butler/Till heads into the backstretch of the year feeling optimistic. Jones notes with pride the agency’s status as a 100% employee-owned and women-led organization. Every year, it celebrates Statement Day, during which all Butler/Till staffers receive a formal accounting of the value of their shares.

“Having a dedicated group of fantastic female leaders overseeing the business on our all-women board has been wonderful,” Jones says. “And our B Corp certification underscores our commitment to using our business as a force for good.”

. . .

Work we wish we did

Norwich City Football Club uploaded Check In on Those Around You to YouTube last October to mark World Mental Health Day. Centered around mental health and illness, the video was simple yet effective, and it achieved viral reach despite not being particularly high in production values. It’s wonderful to see companies and individuals committed to eliminating the stigma around mental illness. — Jones

Click to see Butler/Till Health’s Agency 100 2023 Profile.

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