Healthcare
Practice
“Healthcare marketers can learn a lot from other industries.”
We bring fresh thinking to medical device and pharmaceutical clients by applying best practices of other industries.
Clients include: Medtronic, Abbott, Gentiva Health
Decision
“Every agency claims to have a unique process.”
We talk about decision. Other agencies talk about their thing. What’s the difference? Our client list speaks for itself. We have the experience to offer new and unique answers to the classic marketing challenges that have plagued big companies for decades—and now face the healthcare industry. We apply what we’ve learned from marketing financial services and media to healthcare, and that’s something no other agency can do.
Approach
“The industry needs a more rigorous type of agency—for strategy and creative.”
The same communications, ads, and marketing campaigns are no longer enough. The healthcare industry has matured. The players are facing big challenges—like standing out in a crowded marketplace or growing despite coming late to a new market—and the established healthcare agencies can’t answer these questions.
We have a fresh perspective, and a new way to communicate products and brands. We’re applying the same process that delivers breakthrough thinking for clients like Yahoo, Playboy, and Chase to healthcare marketing challenges.
Industry
“This industry is no longer about blockbuster products, it’s about making parity products stand out.”
Healthcare companies are focused on differentiating themselves, even as markets become more crowded and products less differentiated. As a result, brands have a very short lifespan, so they need to have a singular focus, be easy to understand, and be backed up by data.
The market is also maturing. It’s starting to face the classic marketing challenges. These are challenges media and financial services companies have been working through with Sullivan for the last 17 years.
Predictions
“The industry is slowing down. Now it gets interesting.”
The healthcare industry is stabilizing after a period of explosive growth, and starting to face classic marketing challenges, like standing out in a crowded marketplace. For lasting brands to form, the industry’s approach to marketing needs to evolve. While many companies will continue to crank out the same tired creative, and the same tired strategies from the same agencies they have always relied on, the healthcare companies that are willing to try something new—especially something proven successful in other industries—are the ones who will breakthrough.
