Ogilvy CommonHealth Worldwide
Report by Matt Giegerich (below) Chairman and chief executive officer
After just one full year of operation, Ogilvy CommonHealth Worldwide (OCHWW), the healthcare marketing network formed in 2010 by the merger of Ogilvy Healthworld and CommonHealth, has proven it can deliver a more integrated, more digital and more global offering than either could as separate entities, with an impressive 72 significant new agency-of-record (AOR) assignments in 2011, as well as numerous additional project-based assignments.
Strong and growing
Strong growth in 2011 was driven by Ogilvy CommonHealth Worldwide’s ability to deliver end-to-end solutions that integrate both leading-edge and traditional offerings on a local and global scale.
The fastest-growing segments in the network were our London-based businesses and Payer Marketing divisions, the latter of which specialize in access and reimbursement communication to those who pay for medical services, such as insurance companies. We believe access strategies are game-changers in our industry and we are well placed with three well-established Payer Marketing business units, offering our clients a way to integrate these strategies seamlessly into their overall communications efforts.
Of note, our Interactive Marketing groups drove considerable growth for existing agency-of-record assignments, as clients increasingly saw the value in a single network that can deliver both powerful core creative ideas along with full-service digital and multimedia expertise. New business assignments in the medical device, diagnostic and over-the-counter categories provide balance to OCHWW’s traditional Rx pharmaceutical client base.
Work on major product launches also helped to reinforce OCHWW’s dominant industry position. Our network’s involvement in Team Chemistry, WPP’s multidisciplinary team for Johnson & Johnson, contributed to the US launch of Xarelto® (rivaroxaban)/Janssen Pharmaceuticals, arguably one of the largest and most important pharmaceutical innovations in the cardiovascular category. In 2011, Team Chemistry also helped introduce to market Zytiga® (abiraterone acetate)/Janssen Biotech, a groundbreaking oncology brand for prostate cancer.
All told, the network has earned more than 160 industry awards in the last two years, including a number of Gold or first-place finishes, in addition to a CLIO Healthcare Award given to Ogilvy CommonHealth Madrid.
Integrated global services
With 65 offices across 35 countries, individual business units within the OCHWW network continue to provide specialized focus on key healthcare marketing disciplines. However, a new, unified global reporting structure is now in place, intended to help ensure the network can deploy the right team and resources for every client, regardless of geography or scale. This global structure also creates operational efficiencies and reduces duplication of effort and investment.
A new, unified global reporting structure is now in place, intended to help ensure the network can deploy the right team and resources for every client, regardless of geography or scale
Other new and expanded offerings for OCHWW in 2011 included the launches of Parsippany, NJ-based Scientific Communications & Information services group, which focuses on the specific needs of medical affairs and R&D teams, and London-based Ogilvy Digital Health, a newly formed agency that brings together best-in-class health and digital marketing all under one roof.
Support for communities
In addition to the local charities OCHWW supports (through annual food, coat and toy drives; health-related fund-raisers; and disaster-relief efforts), the agency gave back to its communities with hundreds of thousands of dollars worth of pro bono work and negotiated more than $1,000,000 worth of free advertising space for various worthy organizations.
Of note, the agency dedicated its talents to a pro bono initiative for Direct Relief International, an organization that provides medical assistance to those affected by poverty, disaster and civil unrest around the world. The creative campaign will be rolled out this year through donor outreach initiatives via TV, interactive and direct mail.
Today, forward-thinking agencies are taking note of the fact that medical professionals and consumers are redefining healthcare by putting the emphasis on ‘health’ – preventive medicine and wellness – rather than ‘care’ – in the treatment of a condition or illness. As health and wellness become more important to medical professionals and consumers, this, too, will become an important platform for OCHWW’s new business growth.
The healthcare communications world of the future will be more global, more integrated, and more digital in every aspect. OCHWW, built on this very foundation, is not just responding to the changes, but truly leading the charge.