Sudler & Hennessey Launches New Business Consulting Group
New York, November 9, 2012–– Sudler & Hennessey, one of the leading global healthcare communication agencies, is pleased to announce the launch of Primary Source, a new healthcare technology consulting group. The premise for Primary Source lies in properly shaping businesses and brands based on market expertise, in-depth understanding of science and how healthcare stakeholders truly behave. A division separate from Sudler & Hennessey, Primary Source will serve the needs of commercialization teams during the early development process. The service offering focuses on launch strategy, commercial plans, and life-cycle planning.
“We’re in a changing global business that needs a new global service addressing brand needs at the earliest point of development in order to shape the market correctly. Currently there is a gap between the big analytic groups that do heavy-duty analytics and the small pharma contracting groups. Unlike the “one size fits all” approach that big consultancies provide, the Primary Source method allows the thinking to adapt to the business needs and the science results to drive the process, rather than the process drive the thinking. Primary Source is designed to fill this gap and the need for more intellectual medical business strategic modeling,” stated Jed Beitler, Chairman and CEO Worldwide Sudler & Hennessey.
Primary Source uses a novel method that is market evidence based and scalable, establishing relevance before differentiation. Primary Source marries market analytics and science evidence to build business value, transforming health technology into health brands, focusing value based on the impact on disease trajectory: it is the link between strategy and financial outcomes- which drives all regulators and payers in the modern era.
With a distinct offering addressing strategic challenges that do not require a full-service agency, two strategic healthcare experts will be leading the Primary Source team, both with global and US expertise. Dr. Brian Kelly, Managing Director based in London, will co-lead with Brian Robinson, Managing Director, based in New York. Both are strategy veterans with extensive experience across all major therapeutic categories, stages of product life cycle, and audiences—healthcare professional, consumer, and business to business. Together they provide a wealth of insight starting with the development of many commercial launch strategies for global and US brands ranging from primary care to niche, ultra-rare disease drugs and specialty markets. Their work experience includes clinical research, consulting, and marketing firms. This multifaceted and talented team will bring a refined method that builds an approach and proprietary strategic model for new categories, new therapies, and new diseases.
According to Kelly, “Current consultancy work may not work that well because it’s driven by a process in which certain tools are applied irrespective of the true understanding of the marketplace. The result can be either too bland or all encompassing, and difficult to execute against. The biopharma market requires an in-depth understanding of what drives stakeholder decision making; business decision makers already understand that not all strategies are purely science driven and may require a further connection to real insights to effect change. We are now in the position to unite these two interests and show how they should be managed.”
Robinson added, “In the near future, agencies will execute the needs of clients, but big decisions need to be devised through medical business strategies built on a model and system that bridge the gap from brand strategy to execution. We will be approaching commercial team leaders differently by connecting at the earliest point of development to find principal categories of intervention and identifying gaps in the map that are underserved by intervention. This will provide a platform where the brand will best fit.”
If you would like to learn more about what Primary Source can do to help your commercialization efforts, please contact:
Brian Robinson, firstname.lastname@example.org.
Brian Kelly, email@example.com.
About Sudler & Hennessey
The S&H Group is a global healthcare marketing and communications organization with offices around the world. The network includes two global communications agencies, Sudler & Hennessey and Sentrix Global Health Communications, with US headquarters in New York City. S&H also has specialized divisions in medical education (IntraMed Educational Group, Precept Medical Communications, and Current Medical Directions), as well as in market research and strategic planning, branding, publication strategies, sales training (HealthAnswers and Transart), digital solutions (Sudler Digital), eHealth Solutions (Sudler eHealth Group), and Sudler Consumer Health. For more information, please visit www.sudler.com.
S&H is part of Young and Rubicam Group, and part of WPP (NASDAQ: WPPGY; www.wpp.com)
For more information, contact:
Cathy Robins at 212-614-3818 (Cathy.Robins@sudler.com)
Posted: November 2012