StoneArch has appointed former Optum executive Marcia Miller as its new president. Miller was most recently SVP of corporate marketing and brand at Optum, a technology-based health services company under the UnitedHealth Group. She replaces Jessica Boden, who has taken a position in her home state of California, according to the agency.
In her new role, Miller oversees about 45 staff in the agency’s Minneapolis office. She reports to StoneArch’s board, which include CEO Jerrold Gershone and founder and chair Judy Kessel.
“Marcia has a great balance of proven leadership in the healthcare space and an exciting vision about where the agency can go,” said Gershone, in a news release. “Bringing her on will deepen our commitment to remaining a highly focused, niche agency in a space that’s always evolving.”
Miller said she accepted the job for two reasons: To return to the agency side of the business (and work with a range of clients) and to join a team that is passionate about healthcare and articulating its complexities to target audiences.
“Not only does the agency have ability to bring a brand to market, but it’s also able to do that through video, white papers, brochures, and other more innovative distribution of content,” Miller said.
Miller said she hopes to broaden StoneArch’s range of service offerings and client base in the area of general health and wellness. “We are developing a clearer strategy of how we are going to be more intentional around looking at health more broadly,” she explained. “It doesn’t change the offerings we have. It may change the way we are open to different types of clients, or change the way we work with our existing clients. We’re never going to be selling chips or beer.”
She points to StoneArch’s work with medical device company Medela on the launch of a smart breast pump as an example. The Sonata breast pump campaign generated 1.6 million video views and 14 million social media impressions within two months of launch. The campaign targeted millennial audiences across channels, including medelathroughitall.com, Facebook, and Twitter. The work was recognized with a gold award for Best Multichannel Campaign (Small to Medium Product Size) at last week’s MM&M Awards.
“The work we’ve done with Medela speaks to that ‘how to engage with consumers’ component,” said Miller. “It’s not about sickness; it’s about life.”