Officers: Frank X. Powers, President; Christopher Tobias, PhD, EVP, Chief Scientific Officer & Director of Business Development; Rick Sutliff, Chief Financial Officer; Becky Bodenner, SVP, Creative Director; Drew Desjardins, SVP, Strategic Planning & Account Management; Ellen Schneider, VP, Professional Services
2012 Gross Income: $10 million to $15 million.
Full-time Employees: 71 (2012) 63 (2011)
Allergan; Chelsea Therapeutics; Covidien; Dentsply Pharmaceutical; Dentsply Professional; Diadexus; Jazz Pharmaceuticals; John Muir Health; Medtronic Diabetes; Neuronetics; Nicox; Plasma Surgical; ResMed; Roche Molecular Diagnostics; Valeant Pharmaceuticals; ViroPharma Incorporated; Zimmer Surgical
Number of accounts gained in 2012: 7
Accounts gained: Allergan; diaDexus; Jazz Pharmaceuticals; Neuronetics; Nicox; Plasma Surgical; Zimmer Surgical
Services: Brand identity development, strategic planning, positioning/messaging, unbranded disease state awareness, campaign development, professional sales promotion, patient education materials, digital communications, nonpersonal promotion
New Hire Detail: Key personnel joining the agency in 2012 via acquisition are Susan Hempstead as SVP, Account Management and Strategy, Patricia Malone as SVP, Creative Director, Copy, and Paul Harris as SVP, Creative Director, Art. Industry veterans Rocco Albano and William Flaiz now lead digital strategy at Dudnyk.
Offices: Horsham, PA and San Francisco, CA
Description: Eye care practitioners have limited tools for diagnosing acute conjunctivitis. Nicox Ophthalmic Diagnostics needed a strong, convincing campaign for AdenoPlus®, to address the issue of common misdiagnosis and to shift diagnosing practices toward evidence-based tools. Decode the Red Eye calls clinicians to action to enhance the management of acute conjunctivitis.
Creative/account team: Laurie Bartolomeo, Creative Director, Copy; John Kemble, Creative Director, Art; Marielle Albanese, Copywriter; Scott Harper, VP, Account Director; Kimberly Cosenza, Account Executive Media Team: In-house team
Why this product is special: The ad unveiled AdenoPlus®, the only in-office differential for acute conjunctivitis, and conveyed the benefits of incorporating diagnostic evidence and a new treatment protocol into a clinician’s office. With eye-catching visuals and bold brand messaging, AdenoPlus® was introduced as the responsible, practical, and innovative solution for better patient care.
Dudnyk bought San Francisco-based Stratagem, expanding its West Coast presence and adding medical-device marketing expertise, the agency said.