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      Radius Health came to Merge last year with a problem. In the wake of its August 2022 acquisition by Gurnet Point Capital and Patient Square Capital, Radius had little time to show its new owners just how much potential the company, which focuses on bone health, neuroscience and oncology, had. 
      




      “It needed a quick-win omnichannel strategy to educate physicians and help patients access its flagship therapy,” recalls Pat McGloin, Merge’s chief client officer and life science practice leader. 
      








      Merge sprang into action, with what McGloin describes as a “data-driven, segmented messaging approach.” By leveraging a handful of channels — search, programmatic, EHRs — the agency helped Radius drive growth throughout 2023.
      




      The ability to achieve those kinds of results at speed is why McGloin likes to characterize Merge as “the 21st-century launch agency.” Overall revenue climbed just under 8% in 2023, to $163 million from $151 million in 2022. In the life sciences segment, Merge achieved McGloin’s goal of double-digit growth. 
      




      “We’ve been purpose-built to deliver on the omnichannel experience. Many agencies say that, but we do it,” he says.
      




      Merge creative sample
      




      Companies acquired by Merge over the past decade have coalesced into a single focused entity, McGloin adds. “There is one seamless experience, instead of this disjointed experience that often happens at legacy agencies.” Merge continued to grow via acquisition in 2023, snapping up Zee Jay Digital. The company is an Adobe platform provider focusing on marketing operations and had already been working with organizations such as CVS Health.
      




      Adding Zee Jay was “a huge step, in that it gives us an ability to think about content workflow,” McGloin explains. “Because as you start to activate the omnichannel ecosystems, it’s important to be able to feed the beast, so to speak.” 
      




      Merge added 24 assignments in 2023, rendering it one of the best new-business years in agency history. The new work included the launch of Biocon Biologics’ Hulio, which “gets us into the biosimilars business,” McGloin says. “It also allows us to grow our oncology practice, because it has a number of oncology pillars that it is bringing to market.”
      




      He’s similarly excited about the addition of Guardant Health, which markets a blood test for colon cancer. Other additions included business from Sanofi, CSL Plasma, Geisinger, Health Network One and Blue Cross and Blue Shield of Nebraska. 
      




      Head count nudged upward from 786 at the start of 2023 to 791 at the end of it. Key hires included chief performance and data officer Stacey Hawes, chief digital business officer Libby Morgan and EVP, chief architect Joo Lee. “We needed well-seasoned, strong leaders to head these groups for our next growth phase,” McGloin says.
      




      He expects the growth to continue, predicting a 17% jump in revenue in 2024. “We’re a great fit for challenger brands that are looking to experiment a little more and land on a more modern approach to launch,” McGloin says. “We’re unencumbered by that legacy of print and TV that so many agencies have. Coming out of COVID, with many changes in personal promotion, more clients are looking for new hybrid models.” 
      




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      Work we wish we did
      




      I like the Workday Rock Star campaign, poking fun at the business parlance of calling a high-performer a rock star by having real rock stars, such as Ozzy Osbourne, get offended. It is funny and clever, and has great stopping power. — Pat McGloin
      




      Click to see Merge’s Agency 100 2023 Profile.
      




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