Game Changers 2016: XL Alliance
What will be the most game-changing catalyst in the industry's quest to become more patient-oriented?
The need to infuse cross-cultural intelligence all the way from R&D to commercialization. Today, four in ten Americans are a minority, and by 2030 they will be the majority. Without proper understanding of these patients' needs, relevant engagement programs, cultural competencies, and the participation of minorities in trials, our current and future healthcare solutions are incomplete.
Liliana Gil Valletta, cofounder and president
Address: 234 West 39th Street, 4th Fl., New York, NY 10018
Year Founded: 2010
Holding Company: Independent and a certified minority-owned business
Sample Clients: Novartis, Valeant Pharmaceuticals, Prestige
Brands, PepsiCo, HSN, L'Oréal Luxe
New Business Contact: Liliana Gil Valletta, Liliana@xlalliance.com
Recognizing the shifting demographics in the U.S. and inspired by the need to fill gaps in cultural understanding, access, and outcomes for multicultural segments, XL was created.
The founders, Lili Gil Valletta and Enrique Arbelaez, two former pharma executives, took learnings from their corporate careers to build the company they wish they could have hired in their former roles. The result? XL Alliance, the marketing and business strategy firm where companies come to unlock the potential of America's multicultural markets.
“I wanted to combine the rigorous methodologies that big consulting firms offer with the creative genius most agencies deliver – but all under one roof,” says Gil Valletta, president of XL Alliance. “This is why we have spent the last five years perfecting methodologies for cultural intelligence while assembling a team of experts that can successfully bring them to life.”
With a team of more than 50 professionals that represent 12 countries and speak six languages, XL is a representation of the market it knows and serves.
SERVICES AND OFFERINGS
XL offers the data-driven approach of a management team made up of former corporate clients combined with the innovation of award-winning creative, strategy, and digital teams.
Their services include: 1. Business Consulting and Cultural Intelligence; 2. Marketing & Advertising Solutions; and 3. Community Engagement.
Most engagements begin with a Cultural Intelligence assessment that evaluates a client's current state of multicultural excellence, followed by joint goal setting and planning. In that process, XL offers a one-of-a-kind service called CulturIntel (www.culturintel.com), an innovative toolset and proprietary insights process that mines unbiased, unfiltered, and real-time digital discussions to identify meaningful interventions through the patient journey. This disruptive way of research uses an arsenal of tools, key word Boolean, artificial intelligence, and big data analysis to inform strategic decisions, investments, messaging, and, most important, actionable insights across segments. With this approach data can be mapped through the Patient-to-Treatment Journey.
“XL is like a ‘cultural coach' that guides clients through the required process to evaluate, plan, execute, and measure the multicultural opportunity,” says Arbelaez, chief innovation officer. This is why many Fortune 500 companies have trusted XL to do everything from size-of-prize analysis and cultural competency training to the execution of cross-channel campaigns.
• Business consulting and proprietary Cultural Intelligence research
• Cross-channel DTC/ DTP marketing and advertising, digital innovation, point-of-care, and public relations campaigns
• Patient-engagement programs, managed-care strategies, and development of influencer and patient partnerships