10 Most Promising PR Agencies in Healthcare 2022(3)-compressed.pdf

HealthTech Trends
Digital Transformations in
Healthcare to Look Out
for in 2022
ReBlonde
Motti Peer
CEO
BuildingaBridgeforCompaniestoAttainComprehensiveSuccess
1
PR Agencies
Most Promising
in Healthcare 2022
VOL
02
ISSUE
02
|
PowerOfPR
Is PR Essential for
Industries Like
Healthcare?

In a world where every moment is captured into a frame
with an intent to give the best version of ourselves,
imagine landing onto the moon, spotting yourself
among celestial citizens!
How would you manage to communicate your identity,
share your opinion or pitch your ideas? What would be your
go-to strategy to discover new ways of conveying your
story? You might think of socializing, sprouting awareness
of who you are, what you believe, and why you are
significant to the mutual wellbeing of the community. This
analogy fits the very shoes of an entrepreneur who
conceives an idea into a business and fights tooth and nail
to shake hands with the key stakeholders of the market.
Riddled by this crisis, companies look out for a perfect
recipe to blend technological innovation, creative mindset,
communication specialist, and social outreach expert.
Did you also think of PR? If yes, then we are on the same
page.
A famous saying, "If I was down to my last dollar, I would
spend it on public relations," stands true for organizations
intending for a strong social outreach. For businesses with a
requirement of corporate communication and social
outreach, tying the knot with PR agencies is not an option
anymore; rather, it has flipped into a necessity. As a recipe
for success, PR agencies encapsulate a perfect blend of a
data geek, creative ingenuity, and media-savvy hacks
leading to big impact and even bigger results.
In my opinion, technological innovation has transformed
business as never before, and at the epicenter of successful
solutions of PR agencies lies an impactful transformation of
the healthcare sector.
To put it in an example or a case study, The Medtech PR
Companies like Reblonde are using new-age advanced PR
solutions that execute public relation campaign to facilitate
custom solutions, aligning with short and long-term goals.
From crowdfunding campaign development to testing
market feasibility, PR Agencies streamline the essential
communication thread and promulgate individuals and
organizations- be it traditional marketing, collateral, and
online platforms.
In an endeavor to introduce you to such revolutionary
stories of Health-mediated PR solutions, we at Insights
Care scouted for the astonishing PR agencies that have been
revolutionizing the Healthcare sector. Unveiling their
success stories is the Insights Care new edition "10 Most
Promising PR agencies in Healthcare 2022."
In this edition, you will get to read more about the marvels
of the PR industry, intending to develop healthcare access
across the globe and make this world a better place.
As you flip through the pages and scroll your eyes into the
PR treasure, ensure to enrich your insight with the articles
opinionated by our in-house editorial team.
Happy Read!
Bhushan Bhad
Perceptualizing HealthCare!

Digital Transformations in
Healthcare to Look Out
for in 2022
HealthTech Trends
Is PR Essential
for Industries Like
Healthcare?
PowerOfPR
Articles
Cover Story
ReBlonde
Building a Bridge for Companies
to Aain Comprehensive Success
08
24 36

CURA Strategies
Transforming Healthcare via
Strategic Communication
16
Ramarketing
Design Service, Digital, and International
PR Agency in the Biotech and
Pharmaceutical Sector
20
28
Romph Pou Agency
Ushering in A New Era of
Healthcare PR
32
Rosica
Communications
A Top Player in the Healthcare PR Space
40
TransMedia Group
An Award-winning PR Firm, Serving
Clients Worldwide
44
Woedend!
Creative Agency
Brand Building, Dynamic Storytelling
and Making Real Contact

Co-designer Paul Belin
Art & Design Head Rohil Shinganapurkar
Art & Picture Editor
Editor-in-Chief Sumita Sarkar
Managing Editor Abhishaj Sajeev
Senior Editor Anish Miller
Visualiser David King
Mrunalinee Deshmukh
Circulation Manager Tanaji
Research Analyst Eric Smith
Sarah Wilson, John Smith, Alex Vincent
Business Development Executives
Amy Jones
Business Development Manager
Sales Executives Kelli, Bill, Anna
SME-SMO Executives Atul, Gemson
Digital Marketing Manager Alina Sege
Technical Consultants David, Robert
Technical Head Jacob Smile
Marketing Manager John Smith
Assistant Technical Head Pratiksha Patil
Assistant Digital Marketing Manager Amol Wadekar
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February 2022
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Description
Featuring
Alaniz Marketing Roxanne Alaniz, CEO
Alaniz Marketing provides cutting edge strategy, technology,
and cross-channel marketing execution built to drive high-
value customers to your business and into your sales funnel.
CURA Strategies
Anne Woodbury,
CEO and Founder
Founded in 2016, CURA Strategies is a bipartisan strategic
communications and public affairs agency focused on one
thing: transforming health care.
June Communications
Iuliana Floricică,
Co-founder
Ramarketing
Raman Sehgal,
Founder and Global
President
Ramarketing is the agency for ambitious companies looking
to raise profile and generate leads in the pharma and biotech
sector.
Rewind Creative
Matthew Layton,
CEO
Trusted to be bold in digital and creative, Rewind Creative
is a full service marketing agency.
Ed Walsh, CEO
Romph Pou is a full-service marketing agency that prides
itself on being fast and effective.
Romph & Pou Agency
Chris Rosica,
CEO
Rosica Communications promotes and protects its clients
through traditional and online PR and integrated
marketing communications.
TransMedia Group
Thomas Madden,
Public Relation
Manager
Woedend! Creative
Agency
Paul Woltering,
Partner and Strategy
Director
Woedend! is a creative agency helping you to make real
contact with your audience, inspired by your true story.
JuneCom is an agile marcom unit able to help active
businesses access new levels of growth through marketing
and communication.
TransMedia Group tells your story across all media. It
communicates your organization’s messages at the right time
and in the right place to the right audience.
ReBlonde Motti Peer, CEO
ReBlonde is a technology PR company specializing in
technological innovations, health-related technology,
cryptocurrency pr and NFT marketing services.
Rosica
Communications
Company Name
1 PR Agencies
Most Promising
in Healthcare 2022

Building a Bridge for Companies to Attain
Comprehensive Success
There’s no escaping
the fact that tech is increasingly
shaping, and usually improving,
healthcare and health outcomes
across the globe.
C o v e r S t o r y

Storytelling is a powerful approach when it comes to
making an impact on a set of audience. From
globally renowned filmmakers to prominent TEDx
speakers, people have adopted storytelling and have
successfully delivered their message.
Utilizing this power of storytelling in a corporate setting
gives companies an added advantage in engaging their
audience, customers, and stakeholders. Most of the time,
choosing the right corporate storyteller—an effective PR
agency—becomes a bottleneck for companies considering
the vast number of PR agencies in the market.
This edition, the 10 Most Promising PR Agencies in
Healthcare, brings you an assortment of agencies that have
proven their mettle by delivering high-performing PR
strategies.
On the cover of this edition, we have ReBlonde, an
award-winning global PR agency catering to tech startups,
enterprises, VCs, blockchain, and crypto startups.
Based in Israel, the country popularly known as the Startup
Nation, ReBlonde has made a name for itself as one of the
world’s leading boutique PR firms for tech companies. A
sizable chunk of the clients with whom ReBlonde has
worked, including genome-sequencing pioneer Emedgene
and medical-imaging powerhouse Nanox, play an active
role in leveraging technology to improve health outcomes.
ReBlonde is proud to play a part in promoting the initiatives
of such companies.
Redefining Benchmarks
The services ReBlonde provides its health-tech clients span
the entire spectrum of PR – from classic outreaches that can
result in full-on PR storms, to speaking opportunities at
events, to groundbreaking thought leadership in top-tier
tech publications, such as TechCrunch and VentureBeat, as
well as healthcare industry publications.
“There’s no escaping the fact that tech is increasingly
shaping, and usually improving, healthcare and health
outcomes across the globe. ReBlonde’s 360°-view of the
tech landscape uniquely positions us as a firm that can
match our clients with strategic publications and events,
write attention-grabbing pitches, and place thought-
provoking op-eds for health-tech companies seeking to gain
publicity,” says Motti Peer, the CEO of ReBlonde.
At the Helm of Progress
Motti holds an MBA in Finance and Marketing from
Manchester University. As CEO of ReBlonde, Motti is
responsible for handling PR strategy for the company’s tech
clients, many of whom are MedTech startups. Motti thinks
‘out of the box’ to come up with strategies that boost
clients’ growth and expand their brand awareness.
Sharing his opinion on how the adoption of modern
technologies like AI and ML is impacting the healthcare
industry, Motti says, “It’s true that AI and ML are
streamlining processes in healthcare, empowering real
people to focus on the less tedious aspects of the work. But
it actually goes far beyond that.”
“These technologies are paving the way for a
population health approach that emphasizes
screening entire populations for red
flags, rather than the individual
care that often ends up being
more reactive than
proactive.”
In PR, our people
are everything, and ensuring
they felt safe and supported
throughout these challenging
times was instrumental in coming
out stronger.
10 Most Promising PR Agencies in Healthcare 2022

People who know
me have heard me say PR
is about connections, and
that’s the truth.”
– Motti Peer, CEO

Exhibiting Excellence
Following is a case study that highlights ReBlonde’s expertise and leading position in the PR space:
The Problem
One notable client that comes to mind is Nanox AI (previously known as Zebra Medical Vision), a
medical-imaging company that leverages AI to screen entire populations for the early detection
of diseases. Recently acquired by Nanox, Zebra worked with ReBlonde’s team from Round A to
acquisition, for almost six years.
ReBlonde comprehends that even the most groundbreaking technologies can lose their eye-
catching appeal without the right messaging. This is crucial to prioritize, especially when
establishing a name for clients during their early stages. On par with many MedTech startups,
Nanox AI confronted many challenges, like the need for funding and FDA approval. But with a
tactical strategy, the team knew that media recognition for Nanox AI was inevitable, and the
company’s other business goals would follow. Nanox AI needed the world to know disease
detection didn’t need to be constant and expensive, and ReBlonde helped them tell that story.
The Approach
The key to generating buzz about a MedTech company like Nanox AI is coming up with a clever
angle that communicates why the technology matters. Even tech reporters don’t want to read
jargon-packed descriptions of AI technology—they want to understand how it can be used to
fight heart disease and breast cancer.
Keeping these relatable applications and the goals of fundraising and getting FDA approval in
mind, the ReBlonde team honed the angle and got to work. The agency introduced its closest
media contacts to Nanox AI, who spread the word, causing overall chatter to skyrocket. Before
long, ReBlonde was able to use the organic coverage to push Nanox AI’s $12 million funding
story, subsequently resulting in multiple sought-after FDA approvals.
The Results
ReBlonde’s media efforts landed Nanox AI in Forbes, Bloomberg, TechCrunch, Reuters, and
VentureBeat, to name a few, all of whom recognized Nanox AI for its use of machine learning-
based medical solutions.
Nanox AI was also named by ‘Fast Company’ as one of the Most Innovative Companies and one of
the Top-5 AI and Machine Learning companies and was included in Wired Magazine’s “Tel Aviv’s
Hottest Startups” list not once, but twice.
These prestigious awards and other press coverage put Nanox AI in the spotlight of the right
investors, helping the company nab a $12 million Series B and a $30 million Series C. ReBlonde’s
media efforts were crucial in establishing Nanox AI in its early stages up until its acquisition by
Nanox.

“It’s an exciting development that offers great promise in
improving health outcomes across the board, and we at
ReBlonde welcome any positive change that we can help to
publicize,” he adds.
Learning from experience is always beneficial. Especially if
you’re someone starting out in the PR space. In the same
sense, we asked Motti for his advice to the budding
entrepreneurs aspiring to venture into the healthcare space.
In his reply, Motti said, “Hone your value proposition and
find a successful PR agency to help you sharpen it. Not
every founder is going to be the best salesman—that’s what
we’re here for.”
“But in a diluted market, whether in tech, healthcare, or
anything else, distinguishing between your product and the
competition is make or break. Why are you better than the
other ten companies doing something very similar?
Entrepreneurs who have a good answer to that are already
off to a great start,” he added.
From Storms to New Horzions
When it comes to the challenges imposed by the pandemic,
ReBlonde faced challenges similar to most other
companies. “In PR, our people are everything, and ensuring
they felt safe and supported throughout these challenging
times was instrumental in coming out stronger,” Motti
expressed.
Flexibility toward the staff and a common-sense approach
to sanitation via social distancing, dividers, and other
measures served as ReBlonde’s principal doctrine for
pivoting from the challenges, and it worked effectively.
Talking about the future roadmap for ReBlonde, Motti said,
“People who know me have heard me say PR is about
connections, and that’s the truth. We’re going to continue to
nurture our existing connections and cultivate new ones.”
Beyond that, the ReBlonde team will keep doing what it
does best: find the most relevant angle for any story and put
its clients in headlines across the globe.

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C U R A
Strategies Transforming Healthcare via Strategic
Communication
In the healthcare industry, policies, innovation, research,
and system transformations are happening constantly.
To stay on top of it all and execute the strategy-making
and communication work, 'PR Agencies' come into the
picture.
Since technology has opened new doors of communication,
PR agencies have been able to do more work with lesser
hassle. Gathering information, analyzing the policies,
connecting organizations, researching to approach the target
audience, and making strategies for clients is what these
agencies do.
PR doesn't just exist to promote their clients but to also help
them further in the industry. CURA Strategies, founded in
2016, is a Virginia-based PR agency that is helping its
clients by strategic communication and public affairs in the
health care industry. Since the agency was founded, Anne
Woodbury, the CEO and Co-Founder has focused on
transforming healthcare and wellness. Over 25 years of
experience helped Anne to make an agency that is known
for issue-based communication and great team culture.
In the following interview, Anne talks about the key aspects
of her organization and shares some interesting insights
from the industry.
Please brief our audience about CURA Strategies, its
values, and the aspects that make it a leading player in
the healthcare PR space.
CURA Strategies is an award-winning bipartisan integrated
strategic communications and public affairs agency that is
focused on transforming health care. At CURA, we
understand that many innovative healthcare organizations
struggle to disrupt the status quo and break through the
noise to reach the right audiences. Our team's depth of
knowledge in health and health policy enables us to
mobilize our clients' missions by executing
communications and advocacy campaigns that motivate the
right people to take transformative action.
Our name, CURA— Latin for "care, concern, attention to
others"—exemplifies who we are to our clients, to our team,
and to the health care system. Our mission is to take
exceptional care of our clients so they can transform the
health care system and improve lives. At CURA, we
operate with CURAge—bold leadership to improve society
and help others. Whereas courage is self-focused and
individualized, CURAge is others-focused and team-
centered.
Brief us about how you have set yourself apart from the
competition through your expertise in healthcare PR
and communication?
Our expertise in health care policy, government relations,
and coalition development are what sets CURA apart from
other health care public relations agencies. While we offer
the full suite of standard integrated communications
services (e.g., campaign/media strategy development,
creative brand services, stakeholder engagement, etc.), it is
our steeped experience operating at the intersection of
health care and public affairs that makes us unique.
Government legislation and regulation can narrow or
expand access to health care innovations with a stroke of a
pen. Organizations can thrive or wither based on their
ability to anticipate and influence policy decisions.
In the six years since our company was founded, we have
created, launched, and managed nine national issue-based
coalitions to influence policymaking and/or raise awareness
of an important health issue. We believe we can help our
clients navigate the policy landscape better than any other
PR agency—and it is this unique capability that helped us
secure the distinction of Global and North American New
Agency of the Year by PRovoke in 2018 and landed us over
20 other industry awards wins and nominations.
What other services does CURA Strategies offer, and
how are you making an impact in the global healthcare
industry?
Another service offering unique to CURA is that we serve
16 | February 2022|www.insightscare.com

Our name, CURA—
Latin for "care,
concern, attention to
others"—exemplifies
who we are to our
clients, to our team,
and to the health
care system.
Anne Woodbury
CEO & Founder,
CURA Strategies

as staff for many of the coalitions we have built, including
Honor the Gift, Mental Health for the US, and Advocates
for Opioid Recovery. We empower our clients by handling
high-level planning and leadership responsibilities as well
as managing day-to-day operations throughout the lifespan
of our client's campaigns, often acting as the turn-key staff.
We are able to seamlessly execute all aspects of the
organization, from ideation and initial branding to strategy
development and daily operations. Through these
coalitions, we are shaping health policies to improve lives.
For example, through our work with Honor the Gift, a
national patient-centered campaign created and managed by
CURA Strategies and supported by a national coalition of
kidney and transplant organizations, we successfully helped
pass legislation to extend Medicare's immunosuppressive
medication coverage that others have attempted but failed
to pass for 20 years. This new law will ensure that kidney
transplant patients will never have to worry about coverage
for their immunosuppressive medications.
Anne, tell us about your journey in the PR space and
how you have made an impact on the CURA Strategies
through your role.
My career in healthcare reform and transformation started
in Washington, DC, over 27 years ago when I started
working for my local Congressmember, Newt Gingrich, just
six months before he became Speaker of the House. When
he went on to the American Enterprise Institute, I worked
for him as a project assistant on a health care transformation
project where we would spend days speaking with CEOs in
almost every industry.
This provided us with information that would serve as the
foundation of the book we wrote together—Saving Lives
and Saving Money. Our book, which outlined
commonsense strategies to improving health care, received
bipartisan endorsements and served as a source for various
state and federal health policies.
Twelve years later, craving a new adventure, I joined
FleishmanHillard, a global public relations and marketing
agency. I had plenty of experience in communications, but
my knowledge of traditional public relations was slim. Paul
Johnson, FleishmanHillard's regional President at the time,
took a chance on the PR rookie that I was, and I will forever
be grateful.
Four years went by, and I decided to open and manage the
Washington, D.C., office of small health care public
relations firm called TogoRun, which was a sister agency to
FleishmanHillard. After seven years of managing, I found
that one of the most career-building assignments was
spending three years serving as the global communications
leader for Philips Healthcare.
During this time, we were doing mostly corporate
communications and marketing, but very little public
affairs. It quickly became clear to me that my
communications clients, as well as most of the health care
C-suite, had limited knowledge of the government's
influence over their business. TogoRun is thus where I
developed my passion for building a bridge between
government affairs and strategic communications.
While I will forever be grateful for my experience and for
my team at TogoRun, in 2016, I decided to take the leap to
launch CURA Strategies, a health care communications and
advocacy agency that works with transformational clients
and is known for issue-based communications—as well as
great team culture. I am overjoyed with how far we have
come in the past six years.
Being an experienced leader, share with us your opinion
on how the adoption of modern technologies and
platforms within PR and communications has
transformed the industry and what more could be
expected in the near future?
Technology has enabled so many welcomed changes in
communications. The internet, social media platforms, the
emergence of podcasts, and subscription TV platforms has
expanded our ability to satisfy every niche interest and find
communities of people with shared values, priorities, and
interests. It has also created micro-influencers, which means
identifying the 'who' and the 'how' to make an impact is a
key skill. This trend makes me even more confident in
CURA's focus on wellbeing and health care and skills in
delivering the best outcomes for our clients.
Traditional media relations remain important, but there are
so many other tools we have at our disposal now. Digital
marketing—from paid digital advertising to email nurture
campaigns—are tools we are using every day that was not
as prevalent for PR firms to use even five years ago. In
general, the line between public relations and marketing
continues to blur, which I think is a very good thing. To
make the biggest impact, we must take an integrated
approach to communications, marketing, and advocacy.
Long gone are the days of siloed tactics.
What would be your advice to budding entrepreneurs
who aspire to venture into the healthcare PR sector?
Health care is a big part of the economy. Keep your mind
open to opportunities, but also consider subspecializing in a
particular area of health care. And in the process so finding
your subspeciality, soak in as much information and
experience as you can—to the extent you can, try to have a
diverse client portfolio of different sized clients, so your
business is not totally reliant on one big client.
Even if you do everything right, you could quickly lose the
business because of things that are out of your control, e.g.,

the CEO changes and deprioritizes your project, your client
contact quits, and the new person wants to bring in the firm
she worked with before or take the business totally in-
house, or the product does not get approved. Having a mix
of clients helps you spread out the risk. Additionally, be
very deliberate to hire the best people you can and take as
much care of your employees as you do your clients.
Where do you envision CURA Strategies to be in the
long run, and what are your goals for 2022 and beyond?
We just celebrated our six-year anniversary, so this is a
great time for this question. We do the same type of
communications that other health care organizations do, but
we found our unique sweet spot in issue-based
communications. That certainly includes advocacy, but it is
also about stakeholder engagement, corporate thought
leadership—or as we call it, thought partnership—and
asking big questions and catalyzing and convening other
mission-minded entities to help find the answers. This is
where CURA really shines.
We love working with change-makers, building coalitions,
engaging diverse stakeholders, and leveraging the right
communications tools at the right time to lean in on issues
while also building our clients' reputations.
This is a key reason we have a team of bipartisan
government relations professionals in-house. Beyond
making new laws, the government also serves as a regulator
and a payer and is one of the biggest influences in health
care. If change is what the client seeks, there is likely a
government lever that needs to be pulled.
We try not to put ourselves in a box. Some may see it as
patient advocacy, market access, market-shaping, thought
leadership, government affairs, public affairs, cause
marketing, or social marketing. It does not really matter to
us. If a client is seeking to make systemic transformational
change in health care and is looking for a trusted partner,
we want CURA to be their first call. That is our goal.
With CURA Strategies, we've found a truly
excellent partner in our government
affairs and advocacy efforts. They provide
us a comprehensive one-stop-shop for
strategic advice, grassroots organizing,
communications, and legislative activities
in the service of our community and have
truly integrated as part of our team. Their
command of the healthcare landscape,
particularly around kidney health issues, is
helping us achieve important outcomes in
support of our patient and research
communities.
Chris Rusconi, Chief Research
Officer, PKD Foundation
Transforming healthcare takes more
than stories placed in top-tier
media. CURA delivers on that for
AOR, but they also know how to
shape opinions and make change
happen. They are a great strategic
and operational partner. The
success of AOR is a testament to
their hard work, intelligence, and
dedication.
Newt Gingrich, Advocates for
Opioid Recovery (AOR) Advisor
In CURA, we found not only a
top-notch creative, organized,
and results-driven PR firm, but
also a true extension of our team.
It's invaluable to work with people
who anticipate the needs of your
organization and are quick and
willing to meet changing goals.
Nicole Napoli, American
College of Cardiology
Client
Endorsements

Ramarketing
Design Service, Digital, and International PR Agency
in the Biotech and Pharmaceutical Sector
The global healthcare industry is having strong
importance in human health and progress. Biotech
helps pharmaceutical companies to produce new
better products, services, new services, and improvements
in existing technology.
To exchange ideas, market new products, make bonds
between two biotech or pharmaceutical organizations, and
create creative ideas to grow better around the world is the
work that PR agencies do. If the PR work is done
exceptionally well then, the client and company will grow
together simultaneously.
Ramarketing helps companies to manage reputation,
increase visibility in the market, and provide solutions in
the biotech and pharmaceutical industries around the globe.
The agency is committed to working hard with people and
clients of all ages and backgrounds. Doing PR work for
biotech and pharmaceutical companies helps the
community and creates awareness about healthcare around
the globe.
To make a diﬀerence, Founder and Global President,
Raman Sehgal, started the agency in 2009, solo, with one
employee and one pharmaceutical client. His values and
entrepreneurial spirit are those things that have driven every
employee to work well.
Please brief our audience about Ramarketing, its values,
and the aspects that make it a leading player in the
healthcare PR space.
We are an international design, digital communications, and
content agency that's in the business of helping ambitious
companies that operate in the pharmaceutical and life
science sector get noticed.
Built on integrity, entrepreneurial spirit, genuine kindness,
inclusion, attentiveness, and a commitment to continuously
sharpen our craft, Ramarketing is a proactive and deeply
creative agency, trusted by clients across the globe. It is
home to some incredible talent who work together, and as
an extension of our clients' teams, to drive tangible results
in the pharma and biotech sector.
Our attitude - along with our PR expertise, technical digital
skills, design capability, brand know-how, and specialist
knowledge of the industry we serve - makes us a leading
global player in our space. We are particularly proud to
have supported some of the organizations involved in the
development, manufacture, and distribution of the COVID-
19 vaccine.
and communication?
First and foremost, we believe our values set us apart. We
really care about what we do and the clients we serve. It's
We really care about
what we do and the
clients we serve. It's
simple - if they succeed,
so do we.

A seasoned marketer with a particular
passion for PR, Raman's career saw
him work for two PR agencies and
Heinz, before beginning his journey in
life sciences as the Head of Marketing
at a pharmaceutical contract
manufacturing organization (CMO).
Determined to use his insight for the
success of more businesses in the
industry, he founded a marketing
agency, which he called Ramarketing.
What began as a single-client agency,
run from his dining room table
alongside his full-time job, soon
became a multi-million-dollar global
agency thanks to his dedication,
entrepreneurial spirit, hard work and
crucially, his deep understanding of
the sector.
There was no fancy start-up story, no
'aha!' moment... simply organic growth
resulting from an opportunity he
seized and was able to maximize,
thanks to his expertise.
Raman is our Founder and Global
President here at Ramarketing. He is
also the host of a leading podcast, a
thought leader in the sector, and
recently became a best-selling author
with his book, The Floundering
Founder.
We live by his values and are driven by
his entrepreneurial spirit. The work we
do, the way we do it, and our
understanding of the impact that it
has (both on the sector and the people
we work with) are all thanks to him.
We, ourselves, are a success story – a
business serving the pharma and
biotech sector who have experienced
phenomenal growth – and this
experience enables us to support
other organizations on the same
journey.
About the Leader

simple - if they succeed, so do we. We find that this attitude,
and the growth we enable for our clients, sets us apart from
the competition.
Aside from our values, our focused expertise means that we
can offer our clients support unlike any other. We live and
breathe life sciences; our agency was spun out of a fast-
growing pharmaceutical contract development and
manufacturing organisation (CDMO), so this sector is
weaved into our DNA and everything we do. Reaching,
nurturing, and converting prospects for those in the global
pharma and biotech outsourcing space, as well as creating
and protecting brands, has been our core specialism since
day one – it is all we know and all we do.
We've helped well over 100 companies globally to reach
new buyers and markets, make an impact and turn their
marketing frustrations into commercial results. Every year,
since 2009, we have grown organically, and we are so
proud to be a thoroughly sustainable, as well as a profitable
business: one that's here for clients both today and
tomorrow.
What other services does Ramarketing offer, and how
are you making an impact in the global healthcare
industry?
What we do makes a difference. The work of our clients
(and their clients) also makes a difference. Our job is to
connect our clients to pharma and biotech companies who
are developing products that, quite literally, save lives.
We are the agency for fast-growing and enterprise-level
businesses. We help service providers thrive - whether they
are conducting clinical trials, supplying technology for use
in the drug development cycle or even manufacturing
COVID-19 vaccines on behalf of a pharma company.
We approach every client's needs holistically: we look to
diagnose the challenges and issues they face, understand the
specific landscape of the drug development spectrum in
which they operate, identify their differentiators, establish a
strong brand presence and growing demand for their

products and services. Only with a personalized, well-
informed approach can we be sure that each of our clients
will achieve their marketing objectives.
The maintenance of your brand's reputation can no longer
be achieved through trade events and word of mouth alone.
Businesses have long since needed an integrated approach
and a deeper understanding of the essential role that digital
has to play in the marketing mix.
Suddenly, organizations are finding that they don't have to
simply be corporate entities and that, by having a brand that
expresses their values and people, they are able to transform
their performance and reputation.
Especially in response to the increased public interest in the
pharmaceutical industry resulting from the pandemic, we
expect to see many more businesses embrace new,
innovative, and creative opportunities in a trend that will
see the whole sector become more open, available, digitally
communicative, and successful.
Find your niche. All exceptional marketing is built on a
thorough understanding of the sector, and sub-sector, and of
course the needs of the specific buyer you are selling into.
You don't need to be an expert in everything, just in the
niche in which your clients reside. Knowing their world
will help you thrive. Honing in on your area of specialism
enables you to gain unrivalled expertise and become an
agency that, to your clients, feels specifically designed for
them.
Define success. It is easy to simply think of your agency (or
yourself) as a supplier, but you should be more than that:
you should be an extension to your clients' teams. A trusted
advisor. Teams must, as we all know, share the same goals
and definition of success in order to work optimally and
achieve highly. The same goes for your internal team – all
being on the same page is crucial for consistent and high-
impact marketing.
Where do you envision Ramarketing to be in the long
run and what are your goals for 2022 and beyond?
Our mission is to become the world's first choice of
marketing agency within the life sciences outsourcing
sector. We are known for our global expertise, sector
specialism, and likeability, but we want to also be known as
the agency that offers a global presence and demonstrable
commercial impact. We have worked very hard at
demonstrating the value of content and PR.
In order to do this, we are constantly growing, learning, and
adapting. We are investing in our digital marketing team,
understanding the increased call for digital services and the
opportunities for innovation in this area. Future goals for us
also include setting up offices in both APAC and mainland
Europe, as well as expanding our current team. For us,
more people mean more skills and even better services to
benefit more clients.
You don't need to be an
expert in everything, just
in the niche in which
your clients reside.

Transformations
in
Healthcare
to Look Out for
in 2022
igital technology has transformed almost every
Dindustry sector, including Education, Retail,
Banking, Manufacturing, IT, Communications,
logistics, healthcare, hospitality, etc.
The Healthcare industry, which was traditionally operating,
got a big boost from digital transformation. This sector
needed the most modern and superfast systems at all levels
due to the gravity of importance at any given stage.
Primarily as we consider the basic points of operations,
mainly R&D, consultation, diagnostic and pathological
procedures, medication, treatments, hospitalization,
monitoring, and analysis; digital technology has been
created as a multi-disciplinary concept integrating all the
vital work procedures in a single line to be easily
connected, reviewed, and enhanced in the main objective of
the process.
HealthTech Trends

Technology has penetrated all functional sections of the
healthcare industry in many ways.
Dynamic Resource gateway: Having opened the vast
internet resource and accessibility to multiple global
research laboratories, doctors and clinical scientists are
better equipped with searching for necessary medical
knowledge resources. It has helped in recruiting the medical
staff, sourcing visiting consultants, and connecting with
numerous diagnostic centres and blood banks.
Strengthening the Research and development: The
scientists in various domains of medical research use
modern technologies of AI, Augmented reality, data
assimilation, and processing.
Facilitating clinical research and support: This involves
designing and developing epidemiological service trials,
developing and customization in the process of collection
and management of clinical data, and further analysis.
Monitoring the quality of healthcare: The entire process,
right from patient enrolment to the quick data collection,
periodical diagnosis and related treatments, monitoring of
changes in the results, creating an analysis of the treatment
with the doctor's opinion, have all improved the quality of
the treatment. Precise diagnosis coupled with the right and
timely medication or treatment results in recovery in the
minimum time period.
Real-time tracking: Inventory tracking, storage, and
management are crucial functions for any medical facility.
All the essential drugs, medicines, vaccines, consumables,
accessories, medical aids, blood units, plasma, etc., need to
be stored in sufficient quantity. This includes the
availability of Doctors and ambulance services.
Streamlining the entire process: The entire process is
unified in a central system that helps in easy tracking,
coordination, updates, reports, analysis, surveys, and
analytical study.
Global Connect: Enabling the role, opinion, and
consultation of multiple Doctors, researchers, and joint
consultation on critical procedures.
Quick and easy communication: Digital technology has
made entire communication easy, smooth, and seamless.
Regardless of the location of the consulting physicians,
diagnostic centres, and other facilities, all things can be
easily connected under one system without the need to
move the patient.
Round-the-clock assistance: 24X7 and 365 days dedicated
functions have boosted in saving the lives of patients in
accidents or other medical emergencies. Quick, timely
medical support has steadily controlled the death rate.
Remote consultation: Modern integrated software
platforms connect the patients easily to the doctors through
audio or video calls facilitating the data sharing for clear
communication and patient experience.
Smart projection: Modern tools in software systems that
read, identify, and analyse in their built-in frameworks; help
in the creation of smart, accurate, and logical projections.
Close monitoring in various stages of pregnancy in the
foetal development and response to the expected growth
parameters and also in the sectors of fertility solutions,
oncology, and cosmetic surgeries.
Real-time consultation: Virtual meeting platforms have
helped in Audio-visual interactions for real-time
consultation.
Data Science: Data management and analytics in important
complex case studies have strengthened the decision-
making process helping in various stages.
Wearable technology: Modern devices like heart monitors,
pacemakers, hearing aids, automated wheelchairs have
made the treatment and the life after treatment easier.
Robotic applications: A better control, accuracy, speed,
and reliability has been established in certain niche areas of
healthcare which are active assistance in complex surgeries,
disinfection, and sanitization, supply-analysis-delivery
operations, patient care with symptom analysis, assistance,
etc.
The Journey Ahead
The role of digital technology has miraculously elevated the
quality, accuracy, and speed of the procedures resulting in
faster recovery and well-being of the patients. We can
gladly look up to the phenomenal advancements and the
magnitude of its efficacy that has transformed human lives
into a blessed lifestyle.

Our clients know
that we are not just
another vendor.
We are invested in
their success by
helping to promote
their mission and
service, as well as
achieve market
goals.
Ed Walsh
Public Relations
Manager

Ushering in a New Era of
Healthcare PR
Romph Pou
Agency
Throughout the healthcare industry, the reason why
PR and marketing are considered essential, lies in
the fact that organizations need a voice to not just
reach a certain audience, but make a tangible and
measurable impact on patients and other stakeholders.
From devising strategies for brand awareness to the launch
of telehealth platforms, PR agencies have proven to be a
significant factor for healthcare companies in achieve their
objectives.
This edition, the 10 Most Promising PR Agencies in
Healthcare, places the spotlight on agencies that deliver to
the best of their potential and spearhead associated
healthcare organizations towards success.
One prominent name among such industry leaders is
Romph Pou Agency, a full-service marketing agency that
prides itself on being fast and effective. It combines data-
driven thinking, smart strategy, and award-winning
creativity to fuel growth for its clients.
th
As Romph Pou Agency recently marked its 40 anniversary,
its growth trajectory has constantly been an upward one —
from a company of two employees to the largest full-service
marketing agency in Louisiana serving clients nationwide.
The agency currently has more than 100 employees with
offices in Shreveport and Baton Rouge, Louisiana; and
Tyler and San Antonio, Texas. It represents healthcare
clients in five states, West Virginia, Louisiana, Arkansas,
Texas, and New York.
Expertise that Ensures Excellence
Romph Pou Agency has set an industry benchmark in such
a way that its clients know it is not just another vendor. The
agency is invested in its clients' success by helping to
promote their mission and service, as well as achieve
market goals.
Following are the aspects through which Romph Pou has
made its mark in the world of PR:
Experience: Romph Pou's Public Relations Manager, Ed
Walsh, spent 25 years in the television news business before
joining the agency. Walsh's team includes Jeff Cowart who
serves as vice president for the agency's Texas branch.
Cowart is a veteran newspaper journalist of more than 20
years and a former healthcare communications and
marketing executive. This expertise is the foundation that
helps Romph Pou design winning public relations and
public positioning campaigns.
Delivery: the agency believes video is an important
storytelling tool with multipurpose use. The team develops
two-minute to three-minute video vignettes, similar to
stories in a news broadcast. The vignettes are then

submitted to media partners to gain coverage. They can also
be used by clients on social media and for internal
marketing purposes.
Collaboration: the team understands what a reporter needs
to tell a story. It works with media partners and build
relationships, so it is top-of-mind when news outlets need
an interview or sound bite for a healthcare story.
Riding the Tech Wave
Romph Pou Agency is data-driven. In that sense, it
demonstrates a return on an investment to the clients and
how their marketing eﬀorts translate into appointments,
conversion, growth, and revenue. The agency's data team
has developed its own proprietary data management and
® ®
analytics tool called SCORPIO . By using SCORPIO , they
are able to target healthcare consumers who are most in
need of a particular service.
The agency has also worked closely with clients to develop
a resource of video questions and answers. If a patient has a
question about an ailment or a procedure and they search on
the internet, Romph Pou helps them to get that information
directly from one of its doctors. Instead of reading about a
possible diagnosis and treatment for their symptoms, these
doctors appear on their screen and oﬀer the answers.
Exemplary Leadership
Every successful organization has a certain individual who
comprehends the necessities and intricacies of doing
business every day. For Romph Pou, it is Ed Walsh, the
Public Relations Manager.
Ed has created strong relationships with the agency's
clients, the news media, and the communities that it serves.
From his deep experience in television news, he has
adopted the values and foundation of authentic storytelling
that rings true not only with clients but also with the
audiences for whom the stories are intended. This PR
expertise adds a strong dimension to Romph Pou's position
as a full-service agency.
We asked Ed to share his opinion on how the adoption of
modern technologies and platforms within PR and
communications has transformed the industry, to which he
said, "New technology has made it easier for us to tell client
stories and to target the people who need to hear health
messages. In this age of information, most people are
getting their news and information from their smartphone.
Targeted digital advertising helps us serve potential patients
with relevant, long-format healthcare stories.”
"Many of our healthcare clients transitioned to virtual
appointments because of COVID-19. We believe this will
continue, with new apps that accurately take your
temperature, your pulse, and other vitals. Over time, we
believe that digital concierge healthcare will become more
prevalent. Doctors will see more patients via the web and
provide services that don't require an in-person
appointment," Ed expressed.
When asked what his advice would be to the budding
entrepreneurs aspiring to venture into the healthcare PR
space, Ed says, "Technology is changing every day. There
are new social media platforms, new apps, and new media,
but don't put all of your eggs in one basket. Just because it
is the newest and freshest piece of technology, it may not
work for your client. While the younger generation is
well-versed in technology, the older generation still mostly
relies on the old-fashioned ways to get their information.”
Towards New Horizons
For 2022 and beyond, Romph Pou Agency's growth
coincides with the growth and expansion of its current
healthcare clients. As their patient base grows, many have
expanded with new clinics into new geographies, which has
naturally expanded the agency's responsibilities and scope
of work.
"We pride ourselves on integrating our team into our client's
marketing department. We are an extension of their team
that understands the mission and creates solutions for
communicating to the public with the ultimate goal of better
health in the communities that we serve," concludes Ed.

Rosica
Communications
Misinformation and fake news have become the
most pervasive aspects of the digital world.
They are passed on to internet-connected
devices 24/7 via various social media apps and news
websites. A non-clear or misinterpreted piece of information
has the potential to cause massive havoc all over the world
within a few minutes of getting published. Therefore, it has
become important to pass on the right kind of information
through trusted sources.
If internal or external communications in the healthcare
industry are not created and distributed through the proper
channels, they may be misinterpreted by the media and
confuse the general public. Communicating news related to
healthcare requires expertise to provide clarity. Rosica
Communications is helping the healthcare industry to
share communication in a simply and effectively manner
with internal and external stakeholders, allowing them to
give the right impressions.
Founded in 1980, Rosica Communications offers
specialized services like content development, social media
management, online reputation management, search engine
optimization, digital marketing, and crisis communications
to represent stakeholders in the right light.
We interviewed Chris Rosica, President of Rosica
Communications, to get insights on his journey to make his
agency a top-level health industry PR service provider.
Below are the excerpts from the interview:
Please brief our audience about your agency, its values,
Rosica Communications was established in 1980. Its values
have always embodied creativity and resourcefulness. We
serve as a thinking partner to our clients and deliver award-
winning results. In fact, in Q4 of 2021, we won four PR
industry awards, and we were named by Forbes as one
of the "Best PR Agencies in America."
The most gratifying part of the Forbes recognition was that
the award was based on interviews with our clients. We feel
We develop high-quality
content and repurpose and
syndicate it to effec vely
impact stakeholder
communica ons, image,
and lead genera on.
A Top Player in the Healthcare PR Space

Chris Rosica is president of Rosica
Communica ons. He has also authored three
books: The Business of Cause Marke ng, The
Authen c Brand, and The Power of B2B
social media. Chris co-founded Interact
Marke ng, a digital marke ng agency,
in 2008.
Regarding his beginning in the
public rela ons industry, Chris
remarked, "I was involved in a
healthcare technology startup in
the 1990s. When we sold that
company, I was contempla ng
what to do next.  At the me,
my parents had a PR firm and
they said, 'we need an exit
strategy.' Three years later, I
bought them out."
Talking about how he developed
an interest in the PR industry, Chris
says, "I have always been a writer.
When I was in college, I wrote for a
local Miami magazine, so I've always
accelerated at storytelling and content
development. I've wri en three books,
contributed to Inc. magazine and other na onal
and regional publica ons, and regularly ghostwrite
for our clients. This certainly helped to accelerate
my interest in PR."
The Agency President
honoured that they value our team, PR strategies, and
outcomes and their satisfaction is paramount. Another value
is truly caring about our clients' success. We treat their
goals and objectives as our own.
There are various types of healthcare PR and services that
agencies offer. Rosica Communications focuses on media
relations, thought leadership development, crisis
communications, disease awareness and advocacy, content
marketing, key opinion leader development, and supporting
our client-partners' lobbying efforts through strategic PR
and communications.
and communication?
Since 1980, Rosica Communications has specialized in
media relations. We are always looking towards the
future, adapting and evolving. Over the years, we've added
services, and today the agency offers a breadth of services.

In 2008, we started a digital marketing agency – long
before healthcare PR firms were embracing digital. That
agency is alive and well today and is called Interact
Marketing. Interact serves numerous healthcare clients,
primarily hospitals, large physician practices, reference
laboratories, and medical device companies.
Another differentiator with Rosica is our ability to create
and execute integrated marketing programs where public
relations, content marketing, social media marketing, SEO,
stakeholder communications, and conference marketing are
combined to accelerate results. We develop high-quality
content and repurpose and syndicate it to effectively impact
stakeholder communications, image, and lead generation.
What other services does your agency offer, and how are
you making an impact in the global healthcare
industry?
Rosica's integrated marketing communications services
include thought leadership, corporate and brand positioning,
marketing strategy, social media marketing, influencer
marketing, media relations, crisis communication, KOL
development, video strategies, content development and
marketing, corporate communications, issues management,
cause marketing, digital marketing (SEO and SEM), and
website development.
Technology has been pivotal in healthcare PR. The internet
has played a major role in taking PR and communications
to the next level because we're now truly able to integrate
marketing, public relations, and communications – and
measure its efficacy. There are many tools we've demoed
and adopted.
With new tech, these platforms are only as good as the
commitment an agency has to train its people in them. As it
stands, most software offers far more benefits and
capabilities than ever get utilized, but the basics are often
misunderstood. It's clear to me that you must not only have
the courage to venture and try new things but the
commitment to stick to it to become an expert.
I believe that having a peer-to-peer network and finding
mentors are essential. For entrepreneurs, I highly
recommend joining a professional network. I have been
involved with the Entrepreneurs Organization (EO), Young
Presidents' Organization (YPO), Vistage, and others.
In the Entrepreneurs Organization, I had my own advisory
board called a Forum group. We met monthly, and
members, who did not compete with one another, regularly
presented issues. It was strictly confidential, and we all
received candid input – experience not so much advice –
that helped me grow. All of the entrepreneurs were people
outside of healthcare PR, but their parallel experiences were
invaluable.
Where do you envision your agency to be in the long
run, and what are your goals for 2022 and beyond?
We certainly want to be named to the Forbes list of the best
PR agencies in America again in 2022. We also want to
retain at least 95% of our clients this year, and we are on
track to do that. We also want to grow by 20% in 2022,
which we feel is a realistic and aggressive goal.

Most of all, we want to do meaningful work and work that
impacts our clients' goals and objectives.
A er evalua ng results over the
past year from the more than 30
public rela ons firms with which
Pfizer has contracted in various
states, Rosica has outperformed all
others.
Client Testimonial
Client Testimonial
- Karen Boykin-Towns, Senior
Director Government Affairs, Pfizer Inc.

Is PR
Essential
Industries
for
Like
Healthcare?
Publicity is absolutely critical. A good PR story is
inﬁnitely more eﬀective than a front-page
advertisement."- Richard Branson.
In a broader perspective, PR is the status of the image
created and maintained professionally through certain
organized and planned PR activities and events. PR
activities are systematically carried out through the press
media coverage of the company's programs, initiatives or
events. In some instances, press conferences are called to
address the news media through focused PR propaganda.
PR is seen through numerous industries of sports, business,
agriculture, education, politics, social, cultural and
healthcare sectors.
“
PowerOfPR

Healthcare sector too? Yes! Healthcare also.
Gone are the days when the medical fraternity refrained
from any kind of public communication adhering to the
soft, sober and dedicated-to-serve ideology. In the recent
decade, many health care institutions, hospitals, research
centers, and medical diagnostic centers have taken active
initiatives in spreading awareness about their facilities and
services.
Advertising is a commercial communication known to
everyone. Whereas the PR exercises like press notes,
interview coverage, news magazines, social films work
from a different perspective, increasing the reliability of the
information as it comes from the editorial department.
Technically, doctors and healthcare professionals do not
have the policy to advertise openly as they fall under the
'essential lifesaving services 'category. So, the need to
communicate evenly and stand out in the competition,
public relations activities become imperative and reliable
communication resources.
Many hospitals plan social initiatives of conducting free
health check-up camps, eye check-up drives, blood
donation camps in various urban and rural areas. The basic
underlying purpose of the social work is met with an active
response from the people. This initiative is covered with
photographs, video testimonials, feedbacks and reviews
from different people in the public; and is carried as their
PR activities through various print, online, electronic and
other mass media.
Reputed hospitals like Cloud nine, Apollo group, Ruby Hall
Clinic, Jehangir Hospital, Aditya Birla Hospital etc., all
regularly apply PR initiatives from time to time to remain
noticed and become the preferred choice of any treatment
for the patients.
Healthcare research institutes like Serum Institute, Bharat
Biotech, Dr Reddy's Laboratories, Zydus Cadila, Biological
E, Gennova Biopharma and Panacea Biotech had actively
participated in the national health meet with honorable
prime minister Narendra Modi. Their contribution to the
crucial lifesaving research in vaccine creation and
production has helped save the lives of millions of people in
India and worldwide. This pharmaceutical and virology
research segment has gained momentum during and post-
pandemic and was given widespread publicity openly.
The government health department conducts many health
drives for spreading awareness in public about various
topics of malnutrition in children, women's health, family
planning, male vasectomy, TB awareness, HIV awareness,
Alcohol deaddiction, drug abuse prevention, Checkup and
vaccination about Hepatitis A, B, C; blood donation drives,
Eye donation awareness and voluntary registration, kidney
and liver donation registrations and understanding about
health issues of senior citizen like Alzheimer disease,
Dementia, Parkinson's disease, prostrate complicate and
various types of Cancers etc.
Government PR activities are conducted through many
mass media like theatres, hoardings, common areas in
government offices and public transport locations. Effective
PR is considered to have worked well with the noticeable
drop in patients and the frequent surveys conducted by the
health department officials. In the rural areas, wall
paintings, bus shelters, small hoardings, health camps and
cultural events are taken to spread the message.
A press conference is a planned meeting with the press
journalists from various media. The hospital management
gives a detailed presentation about their new initiatives,
new medical facilities, the inauguration of new
infrastructure etc. For any press conference, certain norms
are generally followed, which are most necessary to get the
desired exposure and generate a positive brand image of the
medical institution. Formal invitation, press kit, concise and
pinpointed presentation, presence of all the important senior
management team members for the active question-answer
sessions and the social initiative of their objective to be
clearly highlighted.
It is most necessary for any PR activity to be successful is
to make the press note newsworthy. The newsworthiness of
the information depends on the recency, relevancy and the
specialty aspect added to the 'newness quotient' of the press
note. Every PR activity is planned with the professional PR
agencies who have the proper network in the media
industry, who have the knack for creating and formulating
the PR articles and who initiate the release of the press
articles in the planned manner.

TransMedia
Group An Award-winning PR Firm, Serving
Clients Worldwide
C
onsidering the constant evolution of the healthcare
industry, public relations (PR) is proving to be
more essential now than ever. Organizations that
wish to stay ahead in the industry should invest in good PR
to create demand. PR helps organizations send a solid
message across platforms to position them as an industry
leader.
This is where a public relations agency plays its crucial
part. PR helps companies with communication, both
internal and external, building the brand, and enhancing
business growth. TransMedia Group has been one such
brilliant multi-lingual PR agency that has helped
organizations tell their stories across all media.
In the following interview, Thomas J Madden, the CEO,
Chairman, and Spinman of TransMedia Group, and
Adrienne Mazzone, the President of TransMedia Group,
talk about the excellent work that their firm has been
executing in the healthcare PR space since its inception.
The most productive prescription for keeping companies in
healthcare healthy involves at least two major media hits a
month, plus weekly social media posts followed by
appearances on television but only after undergoing media
training allowing PR experts like us to take X-rays of your
delivery so we can surgically remove any dull spots and
concentrate on five or six message points that most build
confidence and enhance your brand.
and communication?
We set ourselves apart from other PR firms by emphasizing
three things about TransMedia Group that make us
measurably different.
1. Our 40 years of experience in grooming our healthcare
clients for the big leagues in media.
2. Our many success stories in having healthcare clients
featured on network television, in major market newspa-
pers, and national magazines.
3. The impact our PR has had on our clients’ bottom line,
for example, our publicity making the founder of Rexall
Sundown, a billionaire.
industry?
We love working with international companies as well as
leading healthcare companies in other countries like Israel,
where for many years we successfully represented Dr. Eli
Fisher, whose company has become a household name
there, and today we’re helping Meir Medical Center raise
funds for devices to save infants in pre-natal births.
Tom, please brief us about your journey in the
healthcare PR space and how you have made an impact
on the agency through your role.
My experience with healthcare started years ago when I
broke my neck in a diving accident when I was a young
lifeguard in Atlantic City, NJ. It was then that I developed a
strong admiration for doctors, nurses, and healthcare
professionals who nursed me back to health.
When I started TransMedia Group in the early 1980’s one
of my first clients was Boehringer Ingelheim, a large
pharma company in Connecticut that asked me to promote a

We need to send pitches to media
that stand out and news releases that shine
enough for media to notice and act upon.
Thomas J Madden
CEO, Chairman and
Spinman
Adrienne Mazzone
President
mental energy aid called Ginkoba M/E, for which I came up
with the phrase “Good News for your Brain” and made
thousands of buttons with that phrase.
It was fun, and some of my best PR campaigns were fun,
which is probably why they worked. One time I was
promoting Laugh Factory, a comedy club in New York City,
and we handed out thousands of toothbrushes on Times
Square that said: “Fight Glum Disease” at Laugh Factory.
platforms within PR and communications has trans-
formed the industry and what more could be expected
in the near future?
Technology is an area that’s always running ahead of me,
and I’m forever trying to catch up with it. But it’s revolu-
tionized the PR professional. Keep in mind that I started
with a typewriter, not even a laptop, which for me was a
giant step upward.
While there are so many marvelous ways to spread
communications today, I still believe we need to express
ourselves eﬀectively, and that requires writing skills, which
in today’s new metaverse I feel are losing eﬀectiveness,
something that I write about in my latest book, ‘Wordshine
Man’, due out in March.
We need to send pitches to media that stand out and news
releases that shine enough for media to notice and act upon.
This takes writing skills that we need to keep sharp
regardless of what technology is transporting them to
recipients.

Exhibiting Excellence
Besides the science and proof of effectiveness, healthcare
needs passion behind it, a penchant for wellness, a strong
desire to convince people to preserve and protect their
health, especially today while we’re under unceasing
pandemic attack.
It’s one of the reasons I started the online publication
Dietary Supplement News, which my health-conscious
daughter Adrienne Mazzone runs, while she’s also a prolific
president of TransMedia Group. Today we need those
Vitamin C B and D supplements and many others more than
ever to keep our immune system on track and at its best.
Where do you envision your agency to be in the long
run, and what are your goals for 2022 and beyond?
I see our agency expanding in many rapidly burgeoning
areas like telemedicine. We represent iRecovery which is
assisting so many people dealing with drug addiction and
other medical problems surging today via telemedicine and
advanced companies like Health Karma, which is taking all
the hassle and complexity out of navigating a plethora of
healthcare options.
“Tom and the TransMedia team have been an
incredible partner, but more importantly have
essentially been an extension of our team, as we
entered into our next phase of growth at
Health Karma. They truly understand the
importance of building brand equity and have
been able to communicate effectively in what is
complex health care and media space.”
“This collaboration has truly helped to extend the
reach of Health Karma being recognized for
providing an easy-to-use and personalized
solution that empowers consumers with the tools
and resources to navigate the confusion and cost
of the healthcare system. We have great chemistry
with the team at TransMedia Group and are
confident in their ability to tell our unique story in
ways that connect to the needs of consumers and
businesses across the nation.” – Health Karma

Woedend!
Creative Agency
Brand Building, Dynamic Storytelling and Making Real Contact
The healthcare industry is one of the most important
in today's world. Technology has risen up to the
next level. Before the digital era, the connection
between the healthcare industry and consumers was limited
to geographical limits, now it has become more
geographically vast and is growing fast.
The digital era has given access to people to get information
and be connected to any healthcare organization around the
globe. So, the importance of staying connected to the
consumers and creating a good image among them became
more valuable. Where the health problems are rising day by
day, healthcare organizations are more focused on the work
24x7, so the PR agencies assist these organizations to
communicate with their clients.
Woedend! Creative Agency is one such company that is
bridging the communication gap between healthcare
organizations and people. The company has worked in the
industry for over two decades now and specializes in
storytelling, communication, branding, PR, email
marketing, and much more.
The Strategy Director and Partner, Paul Woltering, is
the key person in this creative agency and the experience
that he possesses is helping Woedend to achieve new
heights. He also happens to be one of the members of the
APG NL (Account Planning Group Netherland) board.
In the following interview, Paul Woltering elaborates more
upon the organizations role in the PR space.
Woedend! Creative Agency began in 2000 as a digital
agency. We strongly believed digital would transform
society and the way brands behave and people live their
lives. But now, with the world ultra-connected and always
on – with smart algorithms deciding who we are – it's time
to return to 'first principles': making real contact with
consumers. That's why over the years, Woedend!
transformed into a full-service creative agency so we have
ready access to whatever it takes to make this contact.
We support brands wanting to build a strong relationship
with their customers. Our strength is the ability to find and
express their true story in all touchpoints with customers
and stakeholders – from a global branding campaign to the
user experience of a printed instruction leaflet. It's about
finding the essence of a brand so you can more easily build
a whole supportive marketing and communication
ecosystem.
For Abbott, we created a 6-part video series 'Checkpoint
Len', which shows Lennart biking from Amsterdam to
China. This would be a challenge for anyone but more so
for a person with type-1 diabetes. However, by using the
FreeStyle Libre sensor to monitor his glucose levels, Len
becomes living proof of Abbott's brand promise: "Life to the
fullest".
and communication?
The patient journey is different for everyone. People have
different demographics, interests and needs. That's why we
developed 'Modular Storytelling' to maximize interaction
while keeping a brand's DNA consistent. The brand story

By having
everyone on the
same page, speaking
the same language
and sharing the same
stories, we can
further accelerate
innovation.
has dynamic modules that can adapt to different audiences,
their client histories, the type of device(s) they are using,
and the editorial context it appears in. In this way, we can
create personal and engaging stories for real people.
For instance, to elevate awareness for the infectious STD
'hepatitis B', Woedend! made intimate video portraits of
three very different gay men. We showed that while lifestyle
may vary, full vaccination against hepatitis B is important
for all gay men.
industry?
The healthcare industry also involves a dizzying array of
stakeholders: scientists, business people, caregivers (both as
individuals and large organizations), regulators, legal and
administrations experts, etcetera…
So how do you explain what your company or brand does
in this vortex of complexity? How do you tell your story in
a simple, straightforward and engaging way? This is where
creativity comes in: to translate your story with the right
content, tone and visual language so it fits and reflects your
brand in every possible situation and for all contact
moments in the patient/customer journey.
By offering an integrated 360-degree approach, Woedend!
can reach all involved audiences and stakeholders –
including your employees and, ultimately, the patients.
For instance, to strengthen and promote the Amsterdam
region as the leading Life Sciences & Health innovation
hub in Europe, it all started with creating just one short
video. In the end, we had created a whole online platform
Smart Health Amsterdam, complete with brand strategy,
brand identity, and a practical communications toolbox,
where all the stakeholders could come together to seek
inspiration and collaboration under a shared goal of putting
people first in health and healthcare.
Paul Woltering
Partner and Strategy
Director

Please brief us about the featuring person's journey in
the PR space and how they have made an impact on the
agency through their role.
Paul Woltering is Partner and Strategy Director at
Woedend! Creative Agency. The younger Paul was always
interested in how people behaved and what influenced their
decisions. For instance, why did they buy mashed fruit in a
small plastic bottle for two euros, when they could buy a
nice crisp apple in the same store for forty cents?
The Pharmaceutical / MedTech
world imposes the necessary
restrictions and law regulations.
And each time I am surprised by the
diversity of concepts and content
the Woedend! team comes up with.
We've worked with them for almost
two years now, and it's a great
pleasure.
·John Kooijman, Marketing
& CRM Manager Benelux,
Abbott Diabetes Care
Client
Testimonials
With the Amsterdam Economic
Board, we were looking for an agency to
help us translate a complex message of
how to leverage digital care solutions to work for
health in a brief movie clip. We had no idea where
to start – but there was Woedend!
They took us under their professional wings, guided
the whole process, were very keen to know exactly
what we wanted to bring across and in which form, and
started creating a movie that was more impactful and
effective in getting our message across – and
more beautiful! – than we had anticipated. Naturally, we
came back to Woedend! with a branding request for Smart
Health Amsterdam. There we had the same great experience.
Well-thought-out proposals, repeatedly finetuned to result
in a beautiful logo and brand identity – with the
bonus that Woedend! got all involved
stakeholders aligned on brand identity and
messaging. On top of that, they are just
great people to be with.
·Jeroen Maas, Lead Health for
Smart Health Amsterdam/Amsterdam
Economic Board (now with Philips)
Collaboration and
work close together
with all different
external specialists and
stakeholders are
the key to success.
Client
Testimonials

Paul studied Communication Science at the University of
Amsterdam. His career began at Ogilvy (and later at
BBDO) under the wings of his mentor Professor Cor
Molenaar, who specialized in the development of CRM and
e-commerce strategy. After eight years of work experience,
Paul became strategy director at Woedend! Creative Agency
in 2004, and a partner in 2006. In 2007, Woedend! started to
work with their first healthcare client Pfizer. Other
healthcare clients soon followed, including Medtronic,
NHG (the Netherlands' society of house doctors), Soa Aids
Nederland, Smart Health Amsterdam, AI Technology for
People, Aidsfonds, Diabeter, Sense, Zilveren Kruis, and
Abbott.
The world is becoming more and more transparent. The
world of PR and communication is making a shift from
advertising to real and authentic storytelling – with honest
stories that show the added value of a company and its
employees, services and products. People now expect that
companies and brands take responsibility and play an active
and positive role in society. And people choose the brand
that fits their needs, lifestyle and the hopes they have for
their children's future.
Meanwhile… By making use of all the data we leave
behind in both the real and digital worlds, brands can
predict our behaviour more precisely than we can ourselves.
This is scary. But at the same time, we've gotten used to it.
We expect a personal approach with relevant content that
fits our personal situation. That's why a shift is taking place
in PR and communication: from mass marketing to mass
customization – and in some cases to fully personal
communication.
It takes a lot of time and money to bring medical innovation
to market. A lot. So, you must be passionate yet patient –
and ready to juggle a whole range of stakeholders who are
all following their timelines. You also need to stay on top of
a constantly evolving world.
For instance, the latest research shows that 66% of
consumers prefer to interact with brands online. So be ready
for the metaverse (whether it's VR, AR, XR and/or MR).
One inspiring example is EndeavorRx, a video-game-as-
treatment for kids with ADHD to improve attention
function.
Also, in Dutch we have a saying: "to prevent is more
efficient than to cure". And the shift to prevention is a
rapidly evolving domain within the healthcare sector,
especially after COVID-19. Get on board.
Last but not least… Look at everything from the
perspective of the client/end consumer/patient. And
remember: patients hate to be called patients.
Where do you envision your agency to be in the long run
and what are your goals for 2022 and beyond?
We believe in making real contact and that's also how we
prefer to work with our clients and healthcare professionals.
For 2022, we hope to do that again literally in real-time and
in real rooms. In this way, we can collaborate more closely
in an agile way – making short sprints, evaluating the
results, improving and then repeating the process. Step by
step, we can work together for a better and healthier future.
This approach also hinges on a larger communication
vision: bringing together all the different parties required to
spur positive change in such a complex industry as
healthcare. By having everyone on the same page, speaking
the same language and sharing the same stories, we can
further accelerate innovation. Collaboration and working
closely together with all different external specialists and
stakeholders are the key to success.

10 Most Promising PR Agencies in Healthcare 2022(3)-compressed.pdf

10 Most Promising PR Agencies in Healthcare 2022(3)-compressed.pdf

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