PRECISIONeffect: 2023

PRECISIONeffect

133 Federal Street, Boston, MA 02110

800-634-5315 • deborah.lotterman@precisionvh.com • precisioneffect.com

Quick Facts

Accounts

• Account wins: 16
• Active business clients: 43

Brands by 2022 sales

• Brand-product accounts held: 27

Services mix

• Professional digital/web/mobile: 40%
• Consumer digital/web/mobile:  35%
• Sales materials:  10%
• Market research/data/analytics: 5%
• Public relations:  5%
• UX design: 5%

“2022 was a year of slowing down, so we could go faster,” says Carolyn Morgan, president of PRECISIONeffect. “We came into the year with huge growth in 2021 – 40 percent. That amazing success, combined with the Great Resignation, signaled we needed to hit the pause button on growth and focus on our clients and our teams. The first order of business was stopping our new business engine in Q1 and ensuring we had the right leadership in place to inspire the teams and our clients, each and every day.”

With that, Lauren Westberg, 15-year PRECISIONeffect veteran, stepped into the role of executive VP, managing director for the U.S. business. “Lauren is a natural and effortless leader,” says Valerie Bugtai-Elias, senior VP, client services. “She rolls up her sleeves and works closely with teams and clients to ensure they feel heard and supported, and the best outcomes are realized.” Bugtai-Elias, an eight-year veteran of the agency also stepped forward in 2022 to lead the U.S. client services team. 

Recent accomplishments

According to managers, with teams energized and leadership in lock step, the agency was back in pursuit of important standard-changing business in the second half of the year, bringing in wins across oncology, rare disease, cell therapies, and novel diagnostics.

PRECISIONeffect also introduced 40-Hour Fully Flex, a work-from-anywhere initiative, allowing employees to be fully remote, working from their homes, cafes, in foreign lands – anywhere they choose. “Similar to companies like Mayo Clinic, we encourage our people to be intentional about how, when and where they use their time,” Westberg says. “Whether it’s in the office or at their home, we’re supportive of our team working wherever they’re able to give their best performance.

Leaders say the year ended with celebration as new clients onboarded and multiple clients successfully launched their work into the market, including a game-changing launch in lung cancer.

Structure and services

Patients living with KRAS G12C-positive advanced NSCLC now have another targeted option with Krazati (adagrasib).

One of the biggest areas of focus for 2022, which leaders say sets the agency up for success in 2023 and beyond, was the full-scale integration of omnichannel philosophy and practice. 

“The teams have been trained, processes have been revamped and strategic chops have been tuned to answer client and market demand for true omnichannel adoption and excellence,” executives say. “Perhaps most critical is the data and experience the agency has on demand via its proprietary global insight tool, Navigator 365 and 60-plus global strategists with 10 years of omnichannel experience. With this unparalleled expertise and data, the agency can help clients build evidence-based plans tailored to region, therapeutic category and audience segment, all with channel, content and frequency preferences built in.”

To educate clients and prospects, the agency launched a series of whitepapers, The Omninsider, “to break down the buzzword barrier and help pharma marketing teams at every state of readiness tackle the multifaceted challenges of designing and implementing automated and personalized communications across the channel landscape,” managers say.

Future plans

This past year, PRECISIONeffect’s public relations team saw 20 percent growth and added staff to enrich its corporate and consumer offerings, the leadership team states, adding, “This is a key area of focus for 2023, and the agency is expecting big things.” 

The media strategy and buying team experienced 30 percent growth in 2022, and agency managers say this will be another area of growth in 2023. “This growth will be powered by our expert team as well as the  data and insights from Navigator 365, which exceeds other industry reports, enabling the agency to provide clients with intel and actionable insights for high-yielding placements.”

The agency also saw rapid momentum with its social team, which grew staff by 67 percent and revenue by 40 percent. “The effort was boosted by combining the team’s strong influencer expertise with our unique DOL Identification and Mapping Tool that helps brands convey their messages via emerging opinion leaders who have developed strong social followings,” executives say.

One of the largest areas of focus for the agency in 2023 and beyond continues to be expanding its footprint inside trusted client relationships, leaders say. “By bringing our clients expertise to help solve their unique challenges across the areas of market access, HEOR, payer communications, medical communications, and investor relations, PRECISION Value & Health delivers bespoke teams that meet clients where their needs are.” 

Philanthropy/citizenship

Wecentricity is the agency’s mantra, developed by the team to encapsulate what makes PRECISIONeffect such a unique agency experience – the belief that we excel by bringing diverse talents together to do the extraordinary and, that together, anything is possible,” the leadership team maintains. “This underlying ethos permeated the team’s volunteer efforts this year.” 

The agency “devoted heart, soul, and many disciplines” to getting to know the staff and constituents of SHARE, a 40-plus-year-old New York based non-profit that saw demand for its services – women’s cancer support and education delivered in 28 languages – skyrocket during the pandemic, according to leaders, adding that the collaboration has resulted in a new positioning, logo, and visual identity for the brand, which will roll into SHARE’s website, social properties, and promotional materials in 2023.

The UK team captured the Gold in the PM Society’s annual Creative for Good initiative, which matches worthy non-profit with the best creative work submitted. The team’s winning work was created for DEBRA, a UK-based non-profit focused on services and support for individuals living with epidermolysis bullosa. “The DEBRA Effect campaign employed delicate butterfly wings – human-sized for social posts, origami, and images — calling on donors to never underestimate how simple actions can create ripples of hope,” executives say.

Each year, every PRECISIONeffect team member can devote eight hours of company time to volunteer for the cause of their choice. Executives say 2022 saw team members helping youngsters read to kittens (to socialize them for adoption), delivering meals to seniors, growing fresh produce for food banks, and soothing animals at a non-kill shelter.

(left to right) Lauren Westberg, executive VP, managing director; Carolyn Morgan, president; Deborah Lotterman, chief creative officer; Paul Balagot, chief experience officer

diagnostics
medical
pharma