The A100 Playbook Podcast | Syneos Health Communications: Creating a growth-first culture

[00:02] The Agency 100 Playbook Podcast. As people when we’re curious [00:06] we don’t take criticism so personally but we sort of look at edit more as sort of a chance to kind of improve and grow it’s the moments where you know you’ve lost a large piece of business or Dynamics have changed that you have to really be savvy and be confident in the culture. You’ve created right because the culture will save you from those moments. [00:29] Definitely results in a Syneos Health first down. [00:34] welcome to the Agency 100 Play sponsored by Syneos Health Communications [00:39] I’m Jack O’Brien senior editor at MM+M on this episode. We speak with Jeanine O’Kane the president of Syneos Health Communications, a portfolio of agencies spanning advertising public relations. [00:50] patient advocacy [00:51] medical communications managed markets and naming and branding [00:55] Jeanine lays out how to develop a dynamic engaging and curious Culture in the communication space [01:00] Jeanine is wonderful happy on the show today. How are you doing? I’m doing great check. Thank you for having me. [01:06] Before we start while you give a little bit of background to those in our audience who may be unfamiliar with you and your story. [01:12] tell us- about yourself and how you got to where you are today sure I actually joined Syneos since 2012 and [01:19] over the course that time have had a variety of different roles I started running. [01:23] one of the small PR shops [01:26] and then I was overseeing wall of pr. And then in 2023. [01:31] I have the opportunity to take on the larger role across comms so that includes all of our comms offerings. [01:37] advertising managed markets medcomms [01:39] Sort of the whole piece together prior to that. I had sort of an interesting mix of experience my very first job and I think probably the most important job I ever had was I worked in politics. [01:51] Which is like an amazing first job because you’re fresh. [01:54] out of school and you’re [01:56] almost like two dopey to be scared Jack and you get put in these situations which you’re [02:01] entirely not qualified to be in. [02:04] But you sort of get thrust forward. [02:06] And you are debating and you’re sort of being asked to have a point of view. [02:11] and you’re just [02:12] sort of the world your Oyster and I think it was such a great first job. [02:17] because it really [02:19] pushed you and it really built confidence and then from there. [02:23] I got a kind of into the Agency game so to speak and I worked in house for a little bit of time but yeah, I’ve been [02:29] here at Syneos since 2012. [02:32] I appreciate you calling your first job your most impactful job. It’s always nice to see people calling back to their roots and as somebody that started their career. [02:39] Covering political reporting I can I can I didn’t know that. [02:43] that it is like [02:44] but do you [02:46] want [02:48] me [02:48] great first job [02:49] because [02:51] What I mean, I should have been terrified and they should have been terrified and I worked for. [02:57] A representative and it would be like that person’s unable to attend. [03:01] Do you want to go and sit on the panel and provide an update on XYZ and you just said yeah sure you know and like looking back. It was like. [03:11] What did this like recent College grad like what business did you have but I think it was. [03:16] I was almost like two naive to be as terrified Jack as I should have been scared of what you don’t know. [03:22] That’s that’s kind of the thing that I’ve always taken away from that. [03:25] Absolutely and I think what a great first job that really encourages you encourages you to have a lot of like intellectual Curiosity and to really. [03:34] Connect to like sort of the bigger picture of what’s going on. [03:38] And the role that you play in that and that I think that sort of like. [03:42] intellectual curiosity is probably the most important thing that I learned because [03:47] even now today. [03:48] When I think about what I do and my role is a leader a lot of that is about. [03:53] creating this [03:54] setting where people feel intellectually curious not only. [03:58] to provide Solutions [04:01] to clients which are great but a bigger part is [04:04] for them to be curious right to uncover. [04:07] What they can offer and they’re kind of growth? [04:10] So I do think. [04:12] For so many reasons it was the most important job. [04:16] It was definitely the most don’t tell the people at Syneos I said that but I do think it was one of the most important. [04:22] Moments in time like throughout my career. [04:25] And since it was so formative. I want to pull on a threat of something you brought up there in terms of being able to create an environment where people are. [04:31] Curious and ambitious and have all of those different assets that you look for in a workforce. [04:36] When it comes to establishing a growth culture, I know that we talked to leaders and organizations about that a lot and they all have different ways that they go about doing that. [04:45] What has been the most effective way of? [04:48] achieving that from your experience [04:50] think [04:51] there are [04:52] parts to that [04:53] question I think [04:57] short-sided if you think [04:59] that creating a growth culture is only about. [05:02] Creating a culture, you know where the agency sells. [05:06] To have a culture of growth. [05:09] Is about all aspects of it right so it’s about the employees and their trajectory where they see things going. [05:16] It’s about them being intellectually curious to provide new solutions to clients. [05:20] Understand what’s going on and I think if you don’t. [05:24] You could easily mistake. [05:26] Creating a culture of growth of just being about what you sell and it’s so much bigger than that if you don’t have you’d be so short-sided and I think you learned that along the way if you don’t have. [05:37] that same mindset about [05:40] recognising achievement rewarding people who sort of dig deeper [05:44] it’s applicable in all the pizzas of the business and I think it’s the power of when you put those things together and you think about you know the employee experience and how we’re [05:54] creating an opportunity for them to grow as a leader. [05:57] To grow as like a subject matter expert or whatever their path is I think you can’t. [06:02] Separate the pieces and I think. [06:04] I’ve seen over the years. [06:06] people who [06:07] Who fail to have sort of? [06:09] Tried to think that their distinct pieces when in fact they sort of have to. [06:13] Come together so I think it’s about. [06:16] the balance of [06:18] creating that environment where people feel [06:21] that they can go above and beyond they can also fail right and there aren’t repercussions for that. [06:27] There’s only sort of an emphasis. [06:29] On learning and I think. [06:31] that [06:32] probably when I look back. [06:34] It’s the biggest. [06:36] failures [06:37] that I’ve had over my agency career that have provided the most. [06:42] Learning I think. [06:44] In those moments. [06:45] that when you see [06:47] what needs to be done and do you have to be decisive and you have to be? [06:52] Quick to act and you have to be really. [06:55] Thoughtful and when I look back over the last. [06:58] You know 15 20 years I think those are the moments where you see like okay. What do we need to do that and what are the supporting pieces? I think those. [07:08] tough moments are [07:10] sort of the most important. I also think at sending us we put a huge emphasis on. [07:16] behavioural insights it’s like sort of the red Thread of [07:20] everything we do that carries through write those insights in terms of [07:24] motivators whether it be patients or Physicians right with our health care Focus [07:28] but we’ve applied those same. [07:31] principles [07:32] to how we interact and that interaction can be with each other. [07:36] It can be with clients, but it’s really sort of this. [07:38] Deeper understanding of the conversations the impact the point of view of others and I think we’ve managed to official language Jack squish those things together right to sort of. [07:50] create that opportunity but I think it’s [07:52] years of [07:53] experiences and a fair amount of missteps I think. [07:58] Sometimes it can be very easy. [08:00] to [08:01] sort of want to sweep those moments under the rug but I think. [08:05] It’s the moments where you know you’ve lost a large piece of business or Dynamics have changed. [08:11] That you have to really. [08:13] Be savvy and be confident in the culture. You’ve created right because the culture will save you from those moments and if that culture isn’t firing in all the right directions. [08:26] And supporting this idea of this unified vision around growth. [08:30] You’re just not going to have the [08:32] ability to move forward. [08:34] Jeanine it’s it’s awesome to hear you talk about this kind of years long process to build. What really is a an impressive growth culture both at suny is another organizations that you’ve been at I’m sure there are people in our audience that are probably looking at this and saying. [08:47] Okay that’s great, but where do I start whether the immediate steps that can get me off the ground? What does that look like to you because I know that there’s a lot of work and effort and stops fits and stops along the way. [08:59] Where do you just start if you were trying to advise the leader that’s like I want to get to that, where do I start? [09:04] yeah, I [09:07] see how it can. [09:09] feel [09:10] overwhelming and so [09:12] I think there are pieces to make it digestible and feel I think more importantly. [09:17] Jack probably systemic [09:19] so I think the first thing I always tell people. [09:23] Is you have to have this ability and you want to? [09:26] encourage others to have this [09:28] sense of kind of Reading between the lines [09:30] right, so we want to [09:33] have [09:34] kind of a unified point of view about what great service delivery looks like [09:39] And what do we all have to do? [09:42] And to deliver on that so right we want to maintain high satisfaction and loyalty and retention. [09:49] We want to show people. [09:52] We value their business and we really understand their needs and that’s where that kind of intellectual curiosity that I’ve been talking about comes into play. [10:00] And that we deliver. [10:02] And we resolve issues promptly so I always sort of say to people step one is sort of this like kind of ability to read between the lines. [10:10] Alright, what are your sort of tenants for delivering great clients service? [10:15] Because yes, that’s focused on the clients, but those tenants of what you’re going to deliver and what great clients service looks like. [10:22] Dictates right how employees are going to learn you know what skills are important. What are expectations are how we create? [10:31] growth opportunities for them and then I say [10:34] step two I have said is kind of like this idea of make. [10:38] the side hustle easy [10:40] so we have people working on the day-to-day business. [10:45] But we want them again to sort of be intellectually curious. [10:50] To be looking for new opportunities to be looking for new opportunities for the client. [10:54] To sort of continued maybe their innovation journey or story so just make it easy. [11:00] For people to have time. [11:02] To have those have time to sort of think about that right and to think about it and to view it as sort of like the side hustle to their. [11:10] To their day hustles so to speak of running. [11:13] the business and then first step 3 [11:16] I think to create a culture that does that. [11:20] I say you kind of have to hide the vegetables. [11:23] So a big part of what? [11:25] I think my role as a leader is. [11:28] We need to be making sure that. [11:32] people are learning [11:33] and they’re engaged and a part of that is to really. [11:37] sort of [11:39] I would say [11:41] almost make sure some of the liked the learning objectives. [11:44] Are really kind of fun and engaging and it’s just I think it’s a different approach. [11:50] To that just to make sure that we’re motivating people it’s enjoyable. [11:54] It’s obvious and write. I am a communications person so we don’t want it to be. [11:58] boring so we’ve put in place a lot of [12:01] interesting ideas where we’re [12:03] You know grabbing moments from? [12:06] Pop Culture and we’re talking about and sort of dissecting them. [12:09] From a strategy point of view of where the fail was what we would have done differently. [12:14] So just making sure that we create moments to learn. [12:18] And my approach is always sort of been this like kind of hide the vegetables in like we’re having such a laugh and oh my gosh we also had a really interesting learning experience or we had the opportunity to see. [12:29] projects that other teams did and learn from them so number three I’d say [12:34] is hide the vegetables and then for me the [12:37] Fourth one or I could sort of the other big one. Yeah, I guess I’d say the fourth one. [12:42] is that [12:44] Your culture has to be. [12:47] Curious they you have to make sure the culture wants to learn new things explore new ideas. [12:54] That you have it sounds Simple Jack but you want to make sure people feel like they can ask questions. [13:00] and that [13:01] it’s really driving innovation and creativity and I think when you do that. You’re sort of betting. [13:09] I guess you’d say you kind of betting on the fact that. [13:12] that intellectual curiosity [13:15] is going to also make people I think in turn more open to feedback. [13:19] And learning opportunities I think when you’re. [13:22] curious [13:23] as people when we’re curious. [13:25] We don’t take criticism so personally but we sort of look at edit more as sort of a chance to kind of improve and grow. [13:33] I also think. [13:34] It makes us. [13:36] more adaptable and resilient so [13:39] it can be get so easy to get stuck in their comfort zone and that comfort Zone could be. [13:45] An employee’s own growth. [13:46] you know their growth path or it could be an interaction with colleague or could be an interaction with a client so I think if [13:54] people get stuck in their comfort zone. They’re not going to sort of venture out and discover new possibilities and so you have to show them we have a space that supports that we really want and have a Desire for them to learn new things. [14:06] And then I think my other sort of. [14:09] Hunch or hope about intellectual curiosity is that it’s just going to make us. [14:15] more [14:16] collaborative naturally because there will be sort of this. [14:19] You know buzz about what’s new and what’s diverse and will be curious and so those sort of have been my four. [14:27] tried but true approaches [14:29] to sort of get [14:31] a culture that [14:32] creates opportunities [14:34] first and foremost for the employees [14:36] and also obviously in turn I think that sort of roles into sort of the [14:40] the client experiences that people have [14:43] and I think [14:44] the final piece is [14:46] simple but so important is just to reward and recognise people when it happens. I think the moments where people uncover and peel away and new opportunity or venture down a road that they hadn’t tried yet. [14:59] I think you have to recognise that and recognise. [15:02] Their own ability and the risks that they’re taking and obviously. [15:06] We want to make sure we’re always sort of. [15:09] rewarding people for doing that and whether that be you know what a group setting or individually or with clients but [15:15] that’s been [15:16] so sort of from all of the years of [15:19] working in different roles at syneos and other agencies those for me have sort of become the [15:24] tried and tru approaches and I think [15:28] sometimes we over complicated check. [15:31] I would have never thought that marketing and advertising folks get over complicate something. I would I would be shocked to hear that um I appreciate you yeah outlining you know what those best practices are and I kind of want to ask you a question because obviously there’s been a lot of change at syneos over the past couple of years and it’s easy to say like these are best practices and they work. [15:51] Universally and there’s no need to augment them, but I’m sure that you even had to over the past couple of years. So what does that look like in terms of maybe the go forward because obviously you’re going to be. [16:00] faced with a lot of different change whether that’s internally externally [16:03] a bunch of macroeconomic factors out there [16:06] yeah, such a good. [16:07] Yes. [16:08] and [16:12] I [16:15] wish kind of our path and my path over the last I guess year and year and a half. [16:21] in my [16:22] role as the president of the comms group [16:25] I think it’s also. [16:27] I think that openness and that. [16:30] Has also sort of created a stronger culture as a group. [16:33] And I think that also lends itself to some resilience. [16:39] And I think those things. [16:41] Combined with just I think our overall communications approach. [16:45] Has made it easy for people to sort of see their path and their? [16:50] Opportunity, I think the changes. [16:54] Initially can feel scary and uncertain and I think what? [16:58] hopefully myself and my [17:02] Peers on the executive team have done is really. [17:05] shown people [17:06] all of the opportunity that has been created as a result of that, so I think my advice to people is you know. [17:14] It’s okay to be you have to sort of be. [17:16] comfortable being a little uncomfortable for [17:19] a bit but I think we’ve done a nice job about showing people. [17:24] What the changes and what our most recent changes with the entrance of? [17:29] The Consortium or private equity companies that expertise that they bring their ability to help Foster change and support innovation. [17:37] I think we have. [17:39] Really carved out our path but certainly in the beginning I think. [17:43] It’s hard for people and it feels. [17:45] Uncertain and I think when you have a strong culture. [17:49] It makes weathering the change a bit easier. [17:53] And I appreciate that the majority of this conversation is focused a lot on your Beginnings and and kind of the middle of your career in terms of being able to build. [18:01] These organization’s kind of in your Image and in the culture that you’re looking for what is that next step look like if we were to have this conversation to four years down the line. What would you want to see in terms of? [18:12] The culture that you have been able to manifest in this sort of way, what does that look like? [18:22] Jack’s Esso [18:23] I think what I how I answered that question when it came up in the performance discussion was [18:29] I think to me the most important milestone of it working. [18:34] Is the collaboration right so we are at Cineworld a little bit different why we are this. [18:40] cross-section of kalms groups [18:42] Who live together and you know feed each other and care for each other? [18:46] and so the [18:48] the cross [18:49] selling to me is [18:51] the key indicator that it’s all working. [18:54] because that means and we’ve seen it because [18:58] you know they’re [18:59] have really done a great job at today that shows a real Alliance with each other the ability and the willingness of somebody to sell somebody else’s service is sort of like the ultimate Testament of [19:10] You know I got you you got me so to speak and I trust you. [19:14] So for me, I’d love to be back on the podcast. [19:18] In two years and tell you and you know maybe the next topic because about collaboration. [19:23] and I tell you you know how we crack the Nut and [19:26] are just crushing it on the collaboration, but that’s the most. [19:30] important moment for me if they are [19:32] not and because our structures like so different if they’re not. [19:38] Selling and supporting each other and promoting each other then I think we’ve we’ve failed. [19:44] It’s so key to see that collaboration is at the heart of what you’re trying to do there and how it is something that you can look at as a barometer for measuring. [19:52] The success of the organisation I don’t know that I have any other. [19:55] Questions I want to throw back to you in case of anything that are audience of medical marketers your peers in the industry. [20:01] I need to keep in mind going forward. [20:03] I [20:03] was ah, it’s in such an interesting place and I’m not you know. [20:08] It being paid to say this Jack it’s such an interesting place. [20:12] To work and such an interesting role to have and I think. [20:17] I think success here. [20:19] Looks like people kind of being embracing that right this connection we have. [20:25] To a cro. [20:27] is [20:27] Incredibly powerful if you figure out. [20:30] how to use it and how that gives you things [20:34] an access to experts and other things that nobody else has [20:37] so I think [20:39] I am [20:41] When I Look Back over the 12 years I think. [20:44] I have seen [20:46] success and [20:47] Happen in work when people are sort of open to. [20:51] And creative about putting the pieces together because I think we are. [20:56] Different from the others and we have different things that doesn’t mean they’re better. [21:01] Or what other people don’t have as right, but I think it just takes. [21:05] A while to sort of understand the pieces and a lot of people much smarter than I have. [21:10] Have really worked very hard behind the scenes to make it easy. [21:14] To put the pieces together and I think. [21:16] We’re at if it feels for me like we’re really at a moment. [21:20] To put those forward. [21:22] In a different way, and I think as the calms. [21:26] group within the structure [21:28] I think what’s been exciting for me this last year’s. [21:31] We are really sort of helping to drive the innovation. [21:34] And it’s exciting because we’re driving the innovation for ourselves, but we’re also seeing that innovation where creating here. [21:41] You know be applied over on the [21:44] clinical side of the business which has been incredibly [21:46] interesting so that’s I think my other that and the collaboration those are my two high points for the [21:51] year awesome well again. I appreciate you being on the show and kind of what you alluded to there at the end. I hope we can have you on again. [21:56] In the future to talk about a lot of these. [21:58] Projects and initiatives that you’re working on and seeing them come to fruition. I think that be beneficial for our audience. [22:03] I would love to be back. [22:04] and [22:06] like I said and tell you how we [22:09] gratien [22:10] that [22:10] and the culture of growth and [22:12] How all of the pieces have come together, but I appreciate the chance? [22:16] To sort of tell you a little bit about our story and of course I hope. [22:20] Some of it rings true for the listeners as well, so thank you so much. No, thank you.