Entrée Health | 2017
PerformanceRevenue increased 11% to an estimated $21 million
Plans“We will continue to make good on our vision of This Way In — a vision that clarifies market access is critical for any product or therapy to make its way into the healthcare system”
— Nina Manasan Greenberg
Prediction“The U.S. healthcare industry will be more affected by payer decisions. We don't expect a move toward a single-payer market”
— Andrew Gottfried
With the drug-pricing debate reaching a fever pitch in recent months, the ability to demonstrate a product's value to the healthcare system has never been more important. And that, Entrée Health executives believe, is why the firm has been able to distinguish itself among companies attempting to play the “value” card.
“You used to just launch with the P.I.,” recalls Entrée Health managing partner and executive creative director Nina Manasan Greenberg, referring to the insert found in a drug's packaging. “Now we have a brand coming out with eight head-to-head studies before launch. It's creating pressure all around our clients and they're looking for ways to demonstrate value on behalf of their products.”
Agency president Andrew Gottfried also points out drugmakers can't choose to ignore market access. “No matter how novel a brand or therapy is, it can't possibly do well if it doesn't have a way into the healthcare system,” he explains.
To that end, Entrée launched two analytics offerings last year: Inside Payer and a predictive tool it developed in collaboration with Carson Analytics. Both are designed to help clients make more informed decisions about negotiating with payers and sizing up a given market.
Inside Payer connects clients with a panel of Entrée's key opinion leaders to help them uncover “the critical success factors facing any product when they're entering the market,” Greenberg explains.
Those new tools helped drive growth during 2016, Gottfried says, to an MM&M-estimated $21 million. In terms of staff size, Entrée clocks in at 100 full-time employees between its New York and Princeton, New Jersey, offices. In early April, the agency relocated its NYC operations from Midtown Manhattan to a new downtown office.
Entrée has added two new clients so far in 2017: Bayer, for work with its corporate government customers group, and Spark Therapeutics, for an undisclosed brand. Entrée's Princeton office notched a handful of wins during the past year as well, including Genentech, already an Entrée NYC client, Sun Pharmaceuticals, and Egalet.
To service the new business, Entrée has bolstered its leadership team, adding SVP and associate creative director Elisa Remoundos and SVP and management supervisor Andy Heller.
The agency also created and developed a fellowship program with the aim of bringing more scientific know-how into the agency.
It calls for Pharm.D. and Ph.D. students to spend 18 months rotating through different departments. Greenberg says uncertainty around the Trump administration will continue to weigh on the agency. “With the new administration, there is so much focus on the ACA,” she notes. “Obviously, there's been a failure recently, but we're well aware this administration isn't going to be comfortable without making its mark on the legislation.”
Entrée is also eying population health, believing its importance is set to grow even further. “If you look at the sorts of jobs available, more and more manufacturers are creating roles around population health. There's a sense it's coming to the forefront,” Greenberg adds.