Nearly every healthcare agency talks a big game about its diversity and inclusion practices. Pixacore’s recent successes show what can happen when a company actually walks the walk.
According to CEO and founder Sanjiv Mody, Pixacore constructed its staff with an eye on hiring people from different geographies and professional backgrounds. He believes that focus has given its creative work a boost and helped it garner business from around the world, notably from Japanese specialty pharma company Kyowa Kirin International.
“It’s important for new business, but diversity also affects internal culture and helps with team-building and activities on the creative side,” he explains. “There’s a lot of diversity in our culture, and that organically brings a lot of interesting stories around water coolers. It allows people to bring personal stories into some of the work.”
Pixacore currently employs a German CTO and a creative director who hails from South Korea. Mody himself is of Indian descent, and four of the agency’s eight leadership roles are filled by women.
The numbers back up Mody’s commentary. Pixacore saw a revenue spike of 59.4% in 2018, to $24.4 million from $15.3 million in the year prior. The firm retained all of its existing clients — a group that includes Merck and Teva — and expanded its relationship with Bayer Oncology.
In the wake of the client growth, Pixacore grew head count from 65 to 104 full-timers. Key additions included EVP, client services Daniel McNally (formerly of Syneos Health), executive creative director David Garson (Havas Life NY) and marketing and brand strategy head Robin Roberts (Concentric Health Experience).
Pixacore also added to the diversity of its digital offering with AR and VR. “One of the main reasons that people are drawn to joining us is our digital heritage. We’re on the leading edge of technology with AR, the internet of things and natural language processing,” Mody says. “As we look to pilot these new ideas and create prototypes, it gets the whole company involved. We’re not keeping this in our R&D group.”
One such innovation was what Mody describes as a “game-changing initiative” for physicians who use Clinicaltrials.gov, created for Celgene. Dubbed Bolderscience.com, the site and adjacent campaign takes the 300,000-plus trials on the government database and renders the listings more accessible and usable for physicians.
“We created a contemporary environment that lets physicians get personalized content in a simple way,” Mody explains. “They can search trials, share trials and have information sent right into their inboxes. The entire user experience is completely rethought.”
Look for Pixacore to continue leveraging its diversity as it competes for business at home and abroad. “We’ve already started differentiating ourselves in the Japanese market and have started to be known for understanding the culture and the mindset,” Mody says. “I believe that’s going to continue to be a focus in 2019 as Japanese brands try and gain a foothold in the U.S. market.” —