The Top 60: Carbon

Share this article:
CommonHealth's decision to dissolve its professional agency Adient and divide the business between Carbon and Noesis lead to dramatic expansion in 2007, says Darlene Dobry, president. As a result of the merger, Carbon received Ortho-McNeil Pharmaceuticals and Duramed Pharmaceuticals.

Dobry says Ortho-McNeil's Levaquin account was “a lot to take,” in the context of an already growing agency. Joe Maynard, who was attached to Ortho-McNeil at Adient, was taken on as a EVP, managing director. Other “key personnel” also joined Carbon's ranks.

Carbon was responsible for several new launches in 2007, including Ortho-McNeil's Doribax, an anti-infective indicated for complicated intra-abdominal infections and urinary tract infections. The focus on brand launches will continue through 2008 and 2009, says Dobry. “We grew by 50% in 2007. That can partially be attributed to [Adient business], but it also came from new client wins,” she says.

Carbon specializes in anti-infectives, cardiology, women's healthcare and OTC accounts, such as GlaxoSmithKline's weight loss drug Alli. “I'd love to see Carbon expand into [CNS] and diabetes, and other areas where there are unmet needs,” she says.

Dobry credits the CommonHealth network with opportunities to succeed across a diverse climate. “The idea is to create one voice across all media channels.…Many channels and vehicles are required in a launch —it's a multidisciplinary effort,” she says.

In the future, Carbon is “looking to expand across new therapeutic categories, as well as expanding interactive.” 
Share this article:
close

Next Article in Features

Email Newsletters

More in Features

FDA and off-label uses: a balancing act

FDA and off-label uses: a balancing act

FDA's current re-examination of its off-label promotion policies in light of the First Amendment is a delicate balancing act between its rock-solid traditional enforcement posture and a diverse new electronic ...

Read the complete August 2014 Digital Edition

Read the complete August 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.