There is no shortage today of voices proclaiming that traditional advertising is dead. You know, the idea that one message, one campaign, one media plan is the answer to brand building. And these voices aren’t wrong. They have salient facts. Things like 8 out of 10 top advertisers have some form of in-house agency. Or, 75% of top advertisers are using some form of influencer marketing to drive product awareness and sales. The game is indeed changing. That is true. But there is a “but”....
Advertising agencies are changing too. We have.
You see, razorfish health was born almost 25 years ago now as a disrupter agency. Before digital was a mandatory fluency as it is today, we were the first native digital agency. While traditional full-service agencies were moving jobs through their agencies in red folders and making printed visual aids for their clients, razorfish health was a digitally-enabled agency thinking beyond the traditional boundaries. We still do.
Today, we have pushed account planning to include experience strategy to ensure we take a robust 360 degree view of the patient, the physician and the brand.
Today, we have extended our analytics organization to include data science as fluency. Not to measure a campaign effectiveness at the end, but rather to start from what the data tells us about a specific target or segment.
Today, we have one of the largest in-house medical teams, AND undoubtedly the largest external panel of embedded KOL experts across several therapeutic areas in our MDConsul designed to give us a unique and more accurate lens on what is happening in the modern physician-patient dialogue in the exam room.
Today, we have added a chief creative officer who has sat on the jury at Cannes (among several other major creative awards) to ensure we bring creativity to every encounter and every tool we craft.
Today’s razorfish health will never be finished innovating. It’s in our DNA. We will continue to push the boundaries of what modern hcp advertising is. Every. Day.
David M Paragamian President July 22, 2019
HCPs better than they know themselves
We know how fast their world is changing. How they are forced to do more with less. We understand how they think as consumers. And how they feel when they look into the eyes of the patients whose lives they affect every day. We also know where the digital transformation is helping them and where it may be leaving them behind.
Because we know what HCPs are likely to do tomorrow, we can be ready for them. By understanding our audience the way we do, we can tailor a dynamic marketing experience that treats HCPs as individuals. Precision marketing. Hypertargeting. The more personalized we can be, the more proactive we can be—helping you get ahead of a changing landscape.
In a complex world of endless interactions between patients and HCPs, data is everywhere. We think about data from day one. We collect, assess and synthesize that data to understand our audiences and personalize our messages, experiences, and mediums that we use to reach these audiences.
It sounds cocky, although the truth is anything but. We make the needs of our client and achieving business goals our first priority. We embrace partnership and advocate for our clients, no matter the size of the budget or scale of the project. Aligning the talents and personalities of our core team members ensures a productive and positive relationship with our clients. That “everyday excellence” is in our DNA.
Razorfish Health is the next-generation healthcare agency set on redefining healthcare by combining 4 core elements: a foundation in deep science, a dedication to creative storytelling, an aptitude to build meaningful relationships for their customers, and a shared passion for improving health and transforming lives.