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TJP got into medical marketing by accident, kind of. 

Founded by Thomas J. Paul in 1972, the company initially focused on consumer packaged goods. “It was frozen turkeys and Nabisco and Kraft,” recalls TJP president Bob Ladd, who joined the agency in 2001.

But when members of client-side teams made their way over to Johnson & Johnson, they pressed TJP to dip its toes in the pharma waters. It proved a fine match: TJP soon found itself working with Ethicon on chronic and surgical wounds. Before long, J&J’s Centocor unit, which would eventually be folded into Janssen, called on the agency to help its reps compliantly communicate the benefits of its medicines.

That led to work on Centocor’s Access-One, a program designed to help patients access autoimmune mega blockbuster Remicade. “It started out that we were going where the need was, but it didn’t take us long to realize the importance of market access,” Ladd says. He credits former agency leader Jim Paul for understanding this sooner than later.

“He had a conversation with the head of sales at Janssen about the number of specialty drugs coming on the market,” Ladd continues. “Doctors were looking at them as equal in terms of efficacy and safety profile, so he knew the differentiator would eventually be, ‘If I write a drug, can my patient get on it?’”

Mind you, TJP knew a profitable business niche when it happened upon one. “Most agencies didn’t see the value,” Ladd shrugs. Eventually TJP found itself with a thriving market-access capability, counting J&J and Pfizer among its top clients.

The agency ended 2023 with $27 million in revenue, up 8% from $25 million the year prior. It also ended the year with new ownership: Renovus Capital Partners acquired TJP in January 2023. With the deal came a mandate to up the agency’s industry profile.

“There’s this idea that we’re just a little company in Rydal, Pennsylvania, which we’re working hard to change,” Ladd says. Are those efforts working? “One of the agencies that we hired staff from, it blocked our social on its site so that its people couldn’t learn about us.” Head count rose to 98 people by the end of 2023, with recent additions chief client officer Kim Barcenilla; SVP, creative director Matthew Livingstone; SVP, process and operations Gwen Dixon; and SVP, director of client services Peter Chaudhari.

Even as a business-as-usual mentality prevailed — the agency added Arbital Health and Arietta.ai to a roster that included Mitsubishi Tanabe, Incyte, Bayer and Cardinal Health — TJP spent much of 2023 acclimating itself to its new ownership. “It’s a different way of doing business and reporting, which can be daunting. But it’s also exciting,” Ladd says, noting that TJP hit its number in 2023 and is on pace to meet its “aggressive” growth target for 2024.

The agency is preparing to vacate its current offices for new digs in Spring Mill, Pennsylvania. It’s also eyeing acquisition targets in the digital realm and hopes to grow its nascent animal health offering.

“There’s a little bit of a race to see who can acquire the fastest,” Ladd says. “We’re trying to do it judiciously.” 

. . .

Work we wish we did

The campaign that stands out the most for me, and one that I would really have loved to have worked on, is the Shriner’s Children’s campaign, particularly the ad that’s currently running Happy and You Know It. Not only because of the uplifting and altruistic message, but because the kids in the commercial, who are facing and overcoming significant challenges, seem to be so happy. Working with them must have been a blast. In an increasingly self-centered and entitled world, it’s refreshing and inspiring to see kids who are thankful for what they have. What a great effort. — Ladd

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