Many healthcare-focused agencies do back flips to portray themselves as "one-stop shops," even if their offerings in certain areas -- the digital space, usually -- are nowhere near as evolved as those of their competitors. The Publicis-owned Brand Pharm, however, ranks among the handful that rejects this positioning. One such arrangement led to Brand Pharm's biggest win during the last year: the global AOR assignment for ConvaTec, encompassing corporate work as well as responsibility for the ostomy, skin-care and wound-care product lines. To nab the account, Brand Pharm teamed with Medicus London. While Kathy Magnuson, Brand Pharm managing director, acknowledges that coordinating these partnerships proved challenging in the past, she says that technology has made them far more workable.
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