PrecisionValue EVP and managing director Jackie De Angelis characterizes her company’s 2022 as “encouraging and challenging,” but ultimately as a year in which the market access specialist met expectations. The company generated $72.1 million in revenue, up 7% from 2021’s take of $67.6 million.
The growth was fueled in part by the firm’s longstanding relationships with clients such as Greenwich Biosciences, Biogen, Gilead Sciences, Novartis, Organon and Galderma. Beyond its traditional client work, PrecisionValue lent a hand to the Step Ahead Scholars program, a college-prep service for young BIPOC students.
According to EVP and managing director Isabella Sergio, PrecisionValue realized its 2022 gains by remembering where it came from and hewing to principles — purpose, accountability and mutual respect, among others — dating back to the agency’s inception in 2003.
“Those founding principles are what make us successful,” she says succinctly. “We leverage them in the way we approach the business during times such as today, when there are many difficult factors in the market impacting us.”
PrecisionValue’s approach was informed by what it learned during conversations with the company’s AOR clients, who cited a need for further investment in omnichannel capabilities. Sergio acknowledges that such tactics haven’t traditionally been a part of access efforts in the past, but believes that having them on hand differentiates the company from the competition.
De Angelis agrees, noting that PrecisionValue’s other 2022 service additions — a reimbursement initiative and an oncology training curriculum headline the list — were similarly developed in response to client needs.
“It’s important to look beyond ourselves to bring capabilities to market,” she stresses.
As for the personnel piece of the puzzle, PrecisionValue increased staff size from 321 people at the start of 2022 to 333 at its conclusion. The leadership team at parent Precision Value & Health was bolstered by the addition of Doug Fulling, who joined as president. Fulling, who previously served as president at Symphony Health, has been tasked with driving further growth.
Acquisitions will likely comprise a significant part of that effort. Precision Value & Health has been active on that of late, adding U.K.-based comms agency Makara Health in April. The move expands the parent firm’s reach and presence in Europe.
De Angelis is bullish about PrecisionValue’s immediate and longer-term future and believes the company’s ultimate goal — to become the medical marketing world’s premier market access agency — is well within its reach. Seizing it will require individuals at all levels of the organization to continue to push traditional stodgy pharma companies to embrace innovation.
That approach, in turn, should keep PrecisionValue’s own people engaged and happy, De Angelis adds.
“We always have customers at the center of what we do,” she stresses. “But on the internal side, we are invested in the development and longevity of our teams and our employees.”
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Our marketing role model…
Why can’t something as healthy as water be marketed in the same creative way as energy drinks and alcohol? Liquid Death founder and CEO Mike Cessario makes drinking water cool, and his aluminum can approach is more environmentally friendly than plastic. Starting with $1,500 and an unconventional marketing approach, he created a punk-rock persona for a healthy beverage choice. Healthy. Cool. Profitable. What’s not to like? — De Angelis
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From the June 01, 2023 Issue of MM+M - Medical Marketing and Media
