Omnicom Health Group: 2023

Omnicom Health Group

200 Varick Street, New York, NY 10014

212-907-6900 • info@omnicomhealthgroup.com • omnicomhealthgroup.com

“2022 saw Omnicom Health Group reach into the future and re-imagine what it means to be a global communications network that specializes in healthcare,” declares this network’s leadership team. “With a future-focused, people-driven philosophy that’s anchored in data and fortified by diversity, the OHG network is answering CEO Matt McNally’s rallying cry to ‘be the case study.’” 

Under McNally’s leadership, OHG has been realigning its global footprint and streamlining its agencies and communications companies to be “fit for the future,” providing better service for clients and greater opportunity for its people. At the same time, OHG has integrated customer data from its proprietary Omni Health platform into everything their companies do.  

“We’re not waiting to see what the future holds,” says McNally. “We’re creating it.”

Recent accomplishments

It’s been less than a year, but I’m blown away by the energy for collaboration and change,” says McNally. “We’ve been partnering like crazy across OHG and Omnicom. And every day we see how differences drive impact. Clients get richer thinking and fresher, more powerful ideas when we bring med comms, consumer, and HCP agencies, media, and other specialties like payers to the table.” 

In addition to several collaborative launches in 2022 (i.e., Idorsia’s new sleep aid QUVIVIQ), “OHG has been on a winning streak, attracting clients who see the value that different OHG and Omnicom companies bring by working together,” leadership states.
   In recent months the network has won multi-agency assignments for Calquence (AstraZeneca), Evobrutinib (EMD Serono), Jardiance (Boehringer Ingelheim), Libtayo consumer (Regeneron), Tremfya (Janssen), and Vyndamax (Pfizer).

“That’s what I mean by being the most networked network,” says McNally. “We’re going to keep taking the best of what makes us different, and putting it together to change lives for good.”

OHG is proving that when it comes to talent, companies, and geographies, “differences drive impact.” And the network’s commitment to differences is becoming deeply woven into its DNA, from its approach to talent, collaboration, and work. 

In 2022 OHG launched The HiView, an inclusive communications process designed to ensure diversity, cultural relevance, and impact across all of its customer-facing work. “We take the view that good communications have to help everyone achieve health,” says Chief DE&I Officer Gena Pemberton, who leads the effort with a team of specialists. 

The network continued its commitment to #BlackHealthNow, a health equity initiative featuring YouTube live streams with medical, health, and community thought leaders from the Black Community.  #BlackHealthNow has garnered thousands of views on important topics like medical mistrust, intersectional inequalities, and how HCBUs contribute to black health.

The focus on “differences driving impact” has yielded a growing body of inclusive, health equity-centered work, from Harrison/Star’s  #LoveYouGetScreened campaign for The American Cancer Society, StandUp2Cancer, and Genentech to TBWAWorldHealth’s Make It Yours effort for Moderna, encouraging COVID-19 vaccination in underrepresented populations. 

Structure and services

OHG has put data at the core of its evolving service model, with the network’s Omni Health platform at the very center. Omni Health integrates key healthcare datasets owned and licensed by OHG — as well as client data assets — to enable unified customer experiences across professional and consumer audiences.

OHG’s Chief Strategy and Analytics officer Christina Kim has been crucial to network-wide uptake of Omni Health. “We’re refining the platform to make it even more accessible and usable for our companies, to help maximize the impact we can bring to our clients,” says Kim. Under Kim’s leadership, OHG has been expanding Omni Health’s global footprint to create more relevance across markets. 

“Deeper insight into audience attributes helps us meet customers wherever they are on their journeys,” says Kim. “And with advanced technologies like AI and ML help to predict behaviors and accelerate automation, we can address customers faster. For us, that means faster solutions for physicians, faster relief for patients, and better marketing for clients.”

OHG continues to invest in industry-leading media services to reach and engage healthcare customers in the most efficient and effective ways.

In early 2023, the network launched a new precision media offering, Addressable Health, led by industry veteran Lea Wester. 

Addressable Health utilizes technology and marketing automation to link insights to activation, delivering personalized experiences to prioritized targets, according to leadership. 

“Addressable Health answers a call that comes from clients every single day,” says Matt McNally. “Everyone’s looking to build and orchestrate more personalized experiences for customers, especially physicians. With Addressable, we can really help.”

At the same time, SSCG Media Group, remains one of the fastest-growing OHG agencies, according to the network, providing comprehensive media planning and buying services to many of the world’s leading pharma and biotech clients. In 2022, SSCG launched ChannelDx 3.0 — the next generation of its proprietary, HCP Channel Investment & Optimization tool. This game-changing tool is powered by Map MD and integrated into SSCG’s Omni Operating System, according to managers. 

“With new features like HCP target-list projections and additional campaign goal filters, ChannelDx is helping our strategists optimize channel mix and allocation even more effectively,” says Debbie Renner, CEO of SSCG. “And that helps us to deliver even better results for clients.”  

Future plans

OHG and its people continue to benefit from the network’s industry-leading learning and development platform, OHGU. With online and in-person courses ranging from professional development to advanced, healthcare-specific learning, OHGU was designed to serve current and future needs of OHG’s talent. 

“I like to say if you’re not learning, you’re not growing,” says McNally. “And I want us to help all our people grow.”

In 2022, OHG employees logged more than 22,000 hours of learning through OHGU. And now, more clients are taking advantage of OHG’s  learning initiatives. More than 100 clients have participated in ONCU, a months-long, 360-degree cancer and oncology learning curriculum, and dozens more have joined The Rare Collective, a deep-dive into the Rare Disease science, stakeholders, and communities. 

To help accelerate new talent, OHG also launched NewHealthU, a healthcare marketing primer. And OHGU and SSCG Media have partnered with Omnicom Media Group to launch Media Academy, a network-wide program to help all of OHG’s talent integrate media-thinking into all disciplines.

OHG CEO Matt McNally speaking during the network-wide Speak(Easy).

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