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Patients & Purpose is mining depth to reach new heights. 

Two organizational changes over the past few years enabled the Omnicom-owned shop to double down on its heralded patient and consumer work: spinoff Science & Purpose’s takeover of most of P&P’s non-
patient work and the creation of The Purpose Group, an entity designed to facilitate collaboration between the siblings. 

“Our ability to not just be a DTC agency but to truly be an integrated patient agency is important to us,” says Purpose Group CEO Deb Deaver.

Clients include Sage/Biogen’s Zurzuvae pill for postpartum depression, Provention Bio/Sanofi’s Tzield biologic for preventing type 1 diabetes and Eisai/Biogen’s monoclonal antibody Leqembi for Alzheimer’s disease. “Being able to work with amazing products and clients that are changing lives for patients has propelled us to a great place,” Deaver adds.

Revenue grew 12% to an MM+M-estimated $72.5 million last year, from an estimated $65 million the year prior. The agency scaled up its head count to 205, from 180 at the end of 2022, primarily adding in the entry- and mid-level ranks.

The secret to P&P’s success may be its focus. The company takes the “everything we do is patient” mantra a level down, to the new realm of direct-to-patient (DTP). That is to say: not just creating top-of-the-funnel ads, but nudging a known population toward fulfillment, adherence or another form of activation.

“What makes us different beyond ‘we breathe patient’ is the blending of DTC with DTP,” notes Purpose Group chief creative officer Dina Peck. P&P president Eliot Tyler agrees, adding that having 200 or so people singularly charged with patient marketing “allows acceleration of knowledge and sharing of insights and strategies. Just the inherent nature of a patient focus helps set us apart.”

P&P’s patient-centricity showed up anew in recent work for Novocure’s Optune, a wearable device designed to be worn by patients with glioblastoma. P&P updated the brand’s website to include a custom UX for individuals who, due to the effects of GBM, are cognitively challenged. 

It similarly manifests in P&P’s launch work for Vertex Pharmaceuticals’ cystic fibrosis drug Trikafta, where a multigenerational approach simultaneously educates children and their families. “We’re designing and creating ‘kiducation’ to get little ones to embrace their treatments,” Peck explains.

Then again, P&P hasn’t left behind the classic, mass-market DTC that can still spark conversation. By way of example, consider last year’s unbranded WeDoVaccines TV spot for Novavax.

As for growth areas, Peck points to P&P’s content studio, which creates social-ready modular content. Then there’s the agency’s work for nonprofits such as the SAFE Project — which saw P&P create “It Ain’t 5 O’clock Somewhere,” a country music song that encourages sobriety — and its inclusive holiday book series HospiTales, for the more than 100,000 children in hospitals.

Tyler, for his part, cites AI Purpose Path, an agency initiative that involves “pressure-testing every part of our business” to find where the technology can add the most value. “That’s been a significant deep dive that our clients are going to start experiencing the benefits of,” he adds.

. . .

Work we wish we did

The Claritin DiversiTree Project. Tree pollen is the leading cause of seasonal allergies, so this was a bold and creative leadership play by an antihistamine. The idea stems from a nerdy fact: More male trees have been planted because they are easier to maintain, but male trees are also the producers of pollen. Since female trees don’t produce pollen and actually absorb it, Claritin got more female trees planted across the U.S. — Peck

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