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      Last year saw the official debut of Calcium+Company, an overarching brand designed to house full-service industry mainstay Calcium and its increasing number of individually branded divisions. The distinction is real: CEO Judy Capano characterizes the “old” Calcium as “an agency-plus, or ‘we’re an advertising agency and we can do some other stuff, too.’” By comparison, she describes Calcium+Company as “a fully integrated diversified group of services.”
      




      The transition began at the end of 2021, when Calcium was acquired by private equity firm NexPhase Capital. It proceeded in 2022 and early 2023 with the launches of medical education group Vitamin MD, PR group PRotein and oncology specialist Amino. With that infrastructure in place, Calcium+Company spent much of 2023 rounding out the additional service offerings and communicating its value to clients and employees alike.
      




      Managing partner and group president Greg Lewis estimates that 30% of the company’s client work spans more than a single division. “We see it as a big growth opportunity to get in there as a partner and support our clients from the beginning of the product lifecycle all the way through to when the product goes off-patent.”
      




      Revenue surged 7%, from $44.5 million in 2022 to $47.5 million in 2023. Staff size increased in turn, from 129 people at the start of the year to 150 at its conclusion. Much of the growth came from a new-business hot streak that saw Calcium+Company add work from Bristol Myers Squibb, AbbVie, UCB and Incyte.
      




      While much of the past 18 months was focused on building out Calcium+Company’s various divisions, the group expanded anew with the June 2023 acquisition of CSG Health Group, which focuses on educational content and strategies for HCPs. Shortly thereafter, CSG was integrated into Vitamin MD. “It gave us the depth and resources to activate medical education solutions immediately,” Capano enthuses.
      




      Calcium+Company creative sample
      




      The organization also launched Calcium+Company LATAM in September, marking a first step in its planned global expansion. “We have to be prepared when clients want offshore capabilities,” Capano adds. “Not everyone does, but when they do, we want to have our own full-service offering that’s fully integrated into our system.”
      




      While the last few years have seen plenty of change at Calcium+Company — cofounder and Medical Advertising Hall of Fame inductee Steven Michaelson retired in March 2023 — Lewis believes much of the company’s strength is derived from the elements that have stayed the same.
      




      “Throughout all this we’ve been able to maintain the Calcium brand, which is really important,” he says. “We’ve kept the design, the look, the feel and our commitment to the idea of nourishment, which has been present since the company was founded in 2012. It’s 12 years later and we’re still committed to it.”
      




      That venerable branding has even helped on the new-business front. “Clients come to us and say, ‘We love your brand, so can you help us build one like it? Something that’s simple and resonates and is sort of everlasting?’” Lewis says. 
      




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      Work we wish we did
      




      The temporary changing of the name of Paris Charles de Gaulle, one of Europe’s largest airports, to Paris Anne de Gaulle (after his daughter, born with Down syndrome) to raise awareness about Down syndrome shows how big a simple idea can be. — Bruno Brasileiro, executive creative director
      




      Click to see Calcium+Company’s Agency 100 2023 Profile.
      




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