10 Most Trusted Healthcare Marketing Agencies to Watch Out for in 2023V4 1.pdf

Empowering Smart Growth
in the Healthcare Industry
Canton &
Company
Eﬀective
Approaches
Impact of Marketing
Strategies on
Healthcare System
Digital Era
The Transformation
of Healthcare
Marketing
Don McDaniel
CEO
Canton & Company
ISSUE 03
2023
Most Trusted
to Watch Out
for in 2023

The best and
most ef cient pharmacy
is within your own
system.

Editor’s
Note
he modern medical consumer prefers to look for
Tmedical information online, where he also has
access to a wealth of healthcare services, healthcare
providers, reviews from patients who contacted the
provider, etc. This makes it important to perform an in-
depth investigation of the patient's needs, identifying latent
needs and offering new health services that they have not
explicitly requested. Together, these objectives contribute to
understanding how marketing strategies can affect the
quality of healthcare services.
Today, almost anything can be recorded and measured in
digital marketing. Thus, healthcare experts are no longer
required to understand what is effective and ineffective.
Instead, they can make educated decisions about how to
improve their efforts and can continuously analyse and
evaluate them with the use of marketing performance data.
Binding Patients’ Needs and
Health Services Together Through
the Marketing Approach

This will help them expand consumer engagement to a
greater degree.
Consumer internet usage to locate hospitals and healthcare
providers are changing in favour of smart gadgets. It is
crucial to adjust marketing campaigns to better suit the
times we live in because more than 80% of patients
regularly use cell phones to find or communicate with
doctors. Mobile and digital platforms account for 44% of
the costs associated with marketing health-related goods
and services. Since presenting a product or service on TV
no longer appears to be cost-effective, TV advertising prices
have decreased to less than 33% and are predicted to keep
declining.
In the following edition of Insights Care, “10 Most Trusted
Healthcare Marketing Agencies to Watch Out for in
2023,” we walk you through several healthcare marketing
agencies that depict the importance of coordinated planned
marketing initiatives for medical enterprises to succeed.
Their strategy has a substantial impact on the medical
organization's performance as assessed by patient
satisfaction and a smooth organizational flow.
Have a nice read!
- Saloni Agrawal

Impact of Marketing Strategies
on Healthcare System
Eﬀective Approaches
28
The Transformation of
Healthcare Marketing
Digital Era
18
Aicl
Canton & Company
Empowering Smart Growth in the
Healthcare Industry
08
Cov
Sty

earthware
Innovating Compassionate CARE!
14
Rosica
Communications
The Leader in Building Thought Leadership
22
ZPB Associates
Redeﬁning the Healthcare Space
32

Editor-in-Chief
Merry D'souza
Senior Editor
Anish Miller
Managing Editor
Pooja Shah
Assisting Editors
Saloni Agrawal
Visualiser
David King
Art & Design Head
Mrunalinee Deshmukh
Co-designer
Paul Belin
Art & Picture Editor
Sonia Raizada
Business Development
Manager
Amy Jones
Marketing Manager
John Smith
Business Development
Executives
Sarah Wilson, John Smith,
Alex Vincent
Sales Executives
Kelli, Bill, Anna
Technical Head
Jacob Smile
Assistant Technical Head
Prachi Mokashi
Technical Consultants
David, Robert
Digital Marketing
Manager
Alina Sege
Assistant Digital
Marketing Manager
Renuka Kulkarni
SME-SMO Executives
Gemson
Research Analyst
Eric Smith
Circulation Manager
Tanaji Fartade
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February, 2023
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Brief
Featuring
Company
Alaniz Marketing
Alanizmarketing.com
Roxanne Alaniz
CEO
Alaniz Marketing is a full-service, integrated
marketing company located in the San Francisco
Bay Area.
Canton & Company
Cantoncompany.com
Don McDaniel
CEO
Through integrated marketing, Canton & Company
solves healthcare’s toughest challenges with unique
approaches and practical strategies that drive new
growth trajectories.
earthware
Earthware.co.uk
Chris Finch
Managing
Director
earthware utilizes innovation to transform the healthcare
sector through digital solutions. With a vision of
improving healthcare for all, the organization partners
with clients to build ground-breaking solutions and
create a positive impact in the wellness niche.
June
Communications
Junecom.ro
Iuliana Floricică
Co-Founder
June Communications partner with progressive
businesses that have reached a level of growth where
they need to accomplish more from their
communications and marketing to attract new business.
And as every summer starts with June, they are here to
facilitate that transition.
Ramarketing
Ramarketingpr.com
Raman Sehgal
Founder and Global
President
Ramarketing is an international design, digital and PR
agency that's in the business of helping ambitious
contract service companies operating in the global
biotech and pharmaceutical outsourcing sector get
noticed.
Rewind Creative
Rewind-creative.com
Matthew Layton
CEO
Rewind Creative is a full-service marketing agency
that provides; digital marketing, digital PR, creative
and web services.
Ed Walsh
Public Relations
Manager
Romph & Pou Agency is an integrated marketing ﬁrm
with the marketing strategy, targeted advertising
creative, effective media delivery and fast execution
that its clients deserves.
Romph & Pou Agency
Rpagency.com
Chris Rosica
CEO
Rosica Communications is helping the healthcare
industry to share communication in a simple and
effectively manner with internal and external
stakeholders, allowing them to give the right
impressions.
Rosica
Communications
Rosica.com
Woedend! Creative
Agency
Woedend.nl
Paul Woltering
Partner and
Strategy Director
Woedend! Creative Agency wants to help clients
make real contact with your audience, inspired by its
clients’ true story.
ZPB Healthcare
Communications
Zpb-associates.com
Zoe Bedford
Chief Executive
ZPB Associates work toward providing quality and
effective communication to the healthcare niche. The
organization has acted as the bridge between providers
and the healthcare system with its data-driven
communication network.
10 Most Trusted Healthcare Marketing Agencies to Watch Out for in 2023

Canton &
Company
Empowering Smart Growth in the
Healthcare Industry
Canton & Company helps
healthcare businesses
attract potential buyers and
nurture those relationships
with an eye toward business
growth.

Cover
Story
Don McDaniel
CEO
Canton & Company

In recent years, the healthcare industry has become
more competitive. Service providers are prioritizing
patient engagement and retention, and health IT
innovators are concentrating on messages that resonate with
the market. It's the role of the marketer to build sustainable
growth for their clients.
Through integrated marketing, Canton & Company solves
healthcare's toughest challenges with unique approaches
and practical strategies that drive new growth trajectories.
By doing so, the company collectively refines the new
health economy.
Canton & Company is recognized with regard to
performance, growth and integrated marketing exclusive to
the healthcare market. It is an accelerator and a force
multiplier, improving how the $4 trillion market functions
and how the industry delivers on its promise of health and
care.
Standing as the visionary, CEO, Don McDaniel, focuses
on measurable results for providers, payers, digital health
and health IT firms, supportive services firms, and private
investors who are serious about taking their businesses to
the next level.
Experienced Leadership
As the CEO of Canton & Company and its joint venture,
Monarch Health Solutions, Don is passionate about
retooling the healthcare market, so it functions rationally
and elevates the role of the consumer. Don is a former
hospital, health-services, technology, and insurance industry
executive.
He has also launched several healthcare businesses and
served as an operating partner for a venture capital firm.
Consistent across his diverse background is helping
healthcare companies of all sizes and stages succeed with
strategic growth.
‘Doing' Rather than Just 'Thinking’
Don asserts, “Healthcare is all we do, and growth starts
with deep insight from market insiders like us.” He further
states that Canton's multidisciplinary team of industry
experts has 100+ years of combined expertise, and
everyone on the team can say, “we have seen it, we have
lived it, and we have fixed it.”
Frontline industry experience is important in today's
marketing climate because there's so much information
overload. He believes the only way to rise above the noise
is to know what your targeted buyers want and need, then to
meet them where they are at. That resonance has incredible
value in the market.
Don asserts, “We are more than thinkers — we are doers.”
The company never leaves a strategy at the curb for its
clients to unpack. As partners, it works as an extension of
the client's own team and solves specific challenges.
For example, the company leverages its proprietary data
and a dedicated circle of industry thought leaders to help
clients define their growth opportunities. With bespoke
market analysis and data science, it can uncover areas of
potential expansion, whether it's a new business line, a new
product, or a new feature of an existing product.
With the company's healthcare-specific marketing
experience, Canton helps its clients differentiate while
engaging new customers and prospects.
And how does the company deliver on that? Don replies,
“With product development—informed by market data, our
industry experience, and our expertise—a proven brand
strategy, and bold creative assets.”
Canton & Company ensures
healthcare businesses can
keep growing with a strong
brand presence and
continuous engagement with
prospects and customers.

And yes, the company does challenge its clients at times
because it brings to bear the sightlines they usually don't
have. Don notes, “If you want to accelerate your growth
trajectory, you must think ahead to where the market is
going. We have that perspective, and we apply it to solve
our clients' go-to-market complexities.”
Comprehensive Growth Services
Canton & Company's advisory services are built to help
established healthcare businesses elevate to their next level
of growth, and its go-to-market slate is especially popular
as part of a larger business transformation engagement or as
a standalone engagement.
The company offers B2B as well as a B2B2C marketing
strategy and hands-on execution for all types of healthcare
businesses, including health IT companies, providers,
community health centers, payers, and investors who are
managing portfolios of healthcare assets.
Below is Canton's comprehensive suite of growth services.
Strategy: Leveraging custom, proprietary market research,
the company offers detailed insights from competitive
analysis and market sizing to product development and
more. The combination of data and synthesized
recommendations produce a practical strategic plan.
For example, Canton recently helped a revenue cycle
management organization uncover its ideal customer
market in precise detail, which led to a double-digit
increase in results almost right away.
Marketing Communications: The company helps
healthcare businesses attract potential buyers and nurture
those relationships with an eye toward business growth. The
services include all aspects of traditional and digital content
creation, creative visuals and brand identity, sales
enablement, media relations, and in-person or virtual
events. Canton has seen excellent results from the videos
produced for its clients, for example:
Digital Marketing: Sales pipelines begin in digital
channels more often than not, so the company offers
Identifying prospects
and new customers is
both art and science.

He further states that the challenge for most clients is that
there's exceptionally tight competition from the
longstanding incumbents as well as from the more recent
non-traditional market entrants. The company knew
healthcare was really in trouble when retailers started
building workarounds that are far more convenient and
satisfying for the consumer than what the current system
offers. He insists healthcare needs to catch up!
With a go-to-market strategy that is validated by its deep
market insight, clients can take advantage of the changing
landscape. Canton & Company helps them differentiate
their businesses in ways that align with the new health
economy. Then the company ensures they can keep growing
with a strong brand presence and continuous engagement
with prospects and customers.
Don asserts, “It can be difficult to let go of a process or a
brand message that has a legacy, but these days, the
approaches of the past simply aren't going to get you to
where you need to be in the future—strategically,
operationally and financially.”
Worthy Advice
As a piece of advice for the aspirants willing to venture into
the healthcare niche, Don stated, “Healthcare does not
operate like a typical market, and competition is fierce.
Anyone trying to enter as a service provider needs to
understand that the tactics are incredibly nuanced. Deep
experience in the market is your most valuable asset.”
Marketing Agencies in the Healthcare Niche
Don shared some valuable insight about marketing in the
healthcare niche. He stated, “Unfortunately, most agencies
do not understand the realities of healthcare today or the
economic levers that are driving foundational changes for
the industry's future.”
website development and design services, search engine
optimization, social media, and email outreach. Every
activity aligns with the comprehensive strategy to ensure
multiple touchpoints that invite new customers to move
down the marketing funnel.
Demand Generation: Identifying prospects and new
customers is both art and science. Canton creates the
criteria and the campaigns while tracking behaviors to
ensure sustainable success that lasts through future business
and market evolutions. Sometimes, the only barrier
preventing growth is simply finding the right customers,
and Canton has an established process that provides the
connections its clients need.
Branding: Don asserts, “Your brand is your promise to the
market, and our branding services bring your promise to
life with brand identity, business line and product naming,
as well as positioning and messaging.” Canton & Company
ensures the brand is infused through every market- and
customer-facing experience, communicating value with
memorable messages and recognizable images.
Sustainable Solutions for the Long Run
When talking about sustainable solutions, Don said, “We
know healthcare's future will depend on innovative new
lines of business that focus on value and a better consumer
experience. And there's plenty of room for improvement.”
Canton & Company
never leaves a strategy
at the curb for its
clients to unpack.

earthware
“Innovation is the only way to win.”
As rightly said by Steve Jobs,
innovation adds value and
increases the chances of
discovering new opportunities.
Likewise, healthcare innovation can
help optimize patient outcomes while
improving efficiencies and increasing
productivity.
earthware utilizes innovation to
transform the healthcare sector through
digital solutions. With a vision of
improving healthcare for all, the
organization partners with clients to
build ground-breaking solutions and
create a positive impact in the wellness
niche.
Spearheading the company is Chris
Finch as its Managing Director. In a
conversation with Insights Care, Chris
talks about the various creative
solutions provided by earthware and
how it offers unique solutions in the
competitive market of the healthcare
industry.
Below are the excerpts from the
interview:
Chris, please tell us about earthware
in detail.
earthware is a fast-growing, creative
digital healthcare agency with people
at the heart of all we do. Our vision is
to change patients' lives for the better
by being the most innovative agency in
our sector. While headquartered in the
United Kingdom, earthware works
with healthcare companies across the
globe, solving problems for our clients
and the patients, and the healthcare
professionals they serve.
earthware's talented team of digital
consultants, designers, programmers,
medical copywriters, project managers,
testers, and more all share two things; a
passion for technology and for solving
the challenges in the healthcare sector.
earthware has a unique blend of
experience across our team, several of
whom have worked in-house at global
pharmaceutical companies. This means
we deeply understand the sector and
the challenges that heavy regulation
brings to companies who want to
embrace modern technology.
What are the USPs that highlight
earthware's presence in the
healthcare industry?
earthware evolved from a niche
interactive mapping technology
company into a full-service digital
creative healthcare agency. Unlike
many other agencies in the healthcare
sector, digital is in our DNA, not
something bolted on.
Our highly skilled in-house engineers
keep us at the forefront of technology.
earthware was behind the first
pharmaceutical brand chatbots and are
leading the way in using VR and AR as
medical education tools. earthware was
also behind one of the first software as
a medical device solutions developed
by a pharmaceutical company. This
fearless innovation is highly sought
after by our clients.
Ex-pharma people lead earthware. This
allows us to offer consultancy with a
genuine understanding of what it takes
to change attitudes and behaviors in a
pharma company. Our “Agile in
Pharma” workshop has become an
industry-leading training course, with
circa 1,000 pharma professionals
attending in the last two years.
Tell us about the services that
earthware provides to its clients as a
comprehensive suite of growth
services.
From virtual reality and chatbots to
more traditional technology, such as
websites, apps and e-details, earthware
channel our creativity and technical
expertise to help our clients promote
their brands, educate and assist
healthcare professionals, and support
and empower patients.
Our service suite includes:
Ÿ Omnichannel strategy and
planning–We help our clients
establish the optimum blend of
channels to maximize reach and
drive content engagement.
Innovating Compassionate CARE!
February 2023|14|www.insightscare.com

Ÿ Brand development and digital
execution–We guide teams through
strategic positioning, promotional
messaging, creative platform
development and tactical
implementation.
Ÿ Medical communications–We
deliver scientific and clinical content
with a difference. Using innovative
technology, we engage, excite and
drive behavioral change.
Chris Finch is earthware's Managing Director, having joined the
fledgling business in 2010 as Commercial Director. Since then,
earthware has grown from six employees to forty, and Chris has
been instrumental in driving earthware's transition from a niche
digital mapping company into a specialist digital creative healthcare
agency.
Chris has over 20 years of experience in the pharmaceutical industry,
initially as a sales representative with the global pharmaceutical
company Schering-Plough (now MSD), whom he joined in 2001 after
achieving a first-class honors degree in Physiology from the
University of Leeds. Chris held several commercial roles at Schering-
Plough, including Senior Brand Manager and Regional Business
Manager, latterly holding the position of UK Multi-Channel
Marketing Manager, one of the first roles of its type in the UK
industry.
Chris is passionate about driving innovation in the healthcare
industry. An active member of the Pharmaceutical Marketing Society
Digital Interest Group since 2018, Chris is a thought leader and
regular speaker on topics relating to the innovative use of digital
technology in pharmaceutical marketing and communications. Chris
is also a judge for the Pharmaceutical Field Awards and
Pharmaceutical Marketing Society Digital Awards.
An Innovative Leadership
Ÿ Digital patient solutions–We co-
create award-winning digital
solutions that empower patients and
healthcare professionals to improve
outcomes.
Ÿ Digital consultancy and training–We
help clients become more agile and
work smarter than ever, developing
omnichannel strategies and KPIs
that drive continuous improvement.
earthware evolved
from a niche interactive
mapping technology
company into a full-
service digital creative
healthcare agency.
Chris Finch
Managing Director
earthware

What are the essential factors and
aspects that earthware implements
in providing effective solutions for
the sustainable growth of businesses
for its clients in the healthcare
niche?
earthware believes the best solutions
are co-created with the people that will
use them. As a result, we support our
clients with the compliant inclusion of
patients and healthcare professionals
(as appropriate) in scoping,
prototyping and user testing their
solutions.
There can sometimes be a reticence in
the healthcare industry (particularly in
pharma) to define clear project
objectives and set key performance
indicators (KPIs). earthware has a tried
and tested process that helps our clients
understand their customers' unmet
needs, define and prioritize potential
solutions, estimate return on
investment, and set and track clear
KPIs.
As an agency with a passion for
technology in our DNA, earthware
provides the innovation engine for our
clients. We constantly scan the digital
horizon, identify new opportunities,
and do our testing and prototyping
before bringing ideas to our clients.
For example, earthware developed
some of the first chatbots in the pharma
industry and pioneered these in pharma
digital display advertising. We have
also been at the bleeding edge of VR
and AR, helping our clients to utilize
the opportunity presented by these
technologies ahead of their
competitors.
What were the initial challenges that
earthware had to overcome, and
what are the challenges now?
The biggest challenge to innovation in
healthcare communications is fear of
the unknown. Pharma companies have
enjoyed consistent years of growth
without changing their business model
– i.e. large sales forces calling on
healthcare professionals.
For this reason, earthware initially
found it hard to get clients to innovate
– they saw digital channels as
somehow riskier, and would question
why it was worth deviating from the
marketing and communication
activities they had always done. We
spent a lot of time encouraging clients
to 'test the water' with small-scale pilot
projects that could be upscaled once
positive results and feedback had been
obtained.
COVID-19 has accelerated the need
for pharma to adopt a more digital-
centric approach, bringing new
challenges. In a world of so many
possibilities, in an industry with so
little experience, how do you choose
the approach that will deliver the most
value for all stakeholders?
In recent times, earthware has been
focused on developing a suite of digital

consultancy services to help our clients
identify the right areas for investment,
develop robust omnichannel strategies
and track the impact of their activities.
As an experienced professional, what
would you like to advise the budding
aspirants who aspire to venture into
the healthcare industry?
Be bold. More than most sectors, the
healthcare space is crying out for
innovations. We know that health
inequalities exist across the globe. Find
an unmet need and go for it!
Be patient. In general, healthcare
companies do not make fast decisions.
It will take time to win your first
projects and build up a network of
clients. The good news is that once you
have established a reputation, the
industry is very loyal.
Be different. There are a lot of agencies
in the healthcare sector that offer
similar services. It is a very
conservative industry, with most
companies doing similar things.
Identity what is unique about your
offering - this will help you gain a
competitive advantage by standing out
from the crowd.
What is the current scenario of
healthcare marketing agencies in the
healthcare niche?
Agencies are the lifeblood of
innovation in healthcare marketing and
communications. Healthcare
companies tend to be quite inwardly
focused. This can stifle innovation. In
contrast, agencies work with many
different companies so can see the
common challenges faced across the
sector. This means agencies are well-
positioned to support the creation of
innovative solutions that healthcare
companies really need.
It is easy for agencies to fall into the
trap of delivering what their clients
want without challenging them on
what they really need. The agencies
pushing innovation forward are those
that ask 'Why?.' By asking this most
important question, agencies can help
their clients identify healthcare
professionals' and patients' most
challenging problems and then develop
ground-breaking solutions that truly
improve lives.

Hlthre
Hlthre
Hlthre
Marketing
Transformation of
The
Digital transformation leaders play a crucial role in
the healthcare ecosystem's increasingly digitally
competitive climate, as few businesses are
migrating to more advanced digitalization systems.
Companies have to adopt digital marketing success in the
dramatically altered digital era, reinventing marketing with
this kind of trip in the healthcare sector, to upgrade client
experiences.
Additionally, it is crucial to assess the effects of digital
transformation on professional competencies and the
forefront of digital marketing in the healthcare sectors,
which are crucial components of some organizations. This
can be done by enhancing digital marketing capabilities and
investing in training for current skills.
To attract and provide alternative services with health
quality that ensures their likelihood and contentment of
suggesting more medical treatment is one method to think
strategically. This study shows how important role social
media platforms have in fostering social networking. The
findings of this study demonstrated the need for digital
strategies to enhance medical services and grow an
organization.
Dital E
Without any further ado, let's dive in and know more!
Role of Marketing Digital Transformation in Healthcare
Healthcare advertisers are persuading patients to become
more interested in accessing information that enables them
to empower themselves with new technological
innovations, and digital health techniques which are
boosting patients' awareness, and safety measures in a
properly controlled manner. In this digital era of healthcare,
the broad perspective of relationships is becoming
increasingly important.
The healthcare industry's digital transformation offers us a
venue where we can share our experiences and grants us the
necessary resources to do research that will help the public,
the digital system, and rival marketers participate
productively in national healthcare reform conversations.
This statement describes the current scenario to analyze the
state of the current HIT studies. Then, to address unresolved
critical research issues and provide suitable solutions, we
identify critical study issues.

Value-Centered Marketing
Revenue under the traditional volume-based paradigm,
which is aimed toward health providers rather than
customers, is what drives marketing activities. Additionally,
frequent outreach initiatives that historically focused on
corporate clients rather than consumer ones have recently
been initiated by commercial insurance firms. The intention
is to persuade specific patients to choose tactics and
medical professionals that align with their preferences and
priorities to improve patient outcomes.
Current demand-dependent paradigms stand in stark
contrast to the edge of healthcare advertising because they
no longer appeal to consumers. It has contributed to the
urgent need for the health marketing ecosystem to be
rethought, finally placing the interests of the client first.
As new marketing tactics are adopted by the sector, the
value-centered marketing era and digital transformation
continue to emerge, paving the way for greater technical
innovation in healthcare-based systems.
Electronic Health Records
EHRs were created to keep track of a wide range of patient
information and improve communication between different
providers, including primary care laboratories, doctors,
technicians and patients. As a result, data may not only
include standardized information like diagnoses,
pharmaceutical orders and demographic data, but also
unstructured information like free-text clinical reports,
which can offer additional details on a patient's social
setting, behavior and attitudes.
Health research models that use EHR data typically provide
the selection of input parameters based on clinical expertise
and labor-intensive manual coding of non-numerical
variables. This new transition to the digital age adoption
path has made it easier to appropriately exploit the vast data
on EHR systems.
Mobile Devices and Wearable
A wide range of options is available for the processing of
massive amounts of data through social networking, mobile
devices and wearable technology. In addition to sensor data
used in the wellness and health industries, it also offers
mobile data, such as fine-grain tracking data, that is used in
various marketing fields.
In actuality, health gadgets and trackers collect a tonne of
information about the user, including their activity levels,
nutrition and physiological data like weight and heart rate.
Additionally, the number of smartphone apps that gather
information on various medical issues has increased.
For starters, diabetes sufferers can precisely control their
blood sugar levels with the use of coordinated sensors.
Steps were taken, and respiration rate, pulse rate, and other
metrics are measured using smartphones.
To conclude.
Accurately recognizing the digital transition into the
modern era is a major market challenge. Experts discuss
digital realities, digital age phobia, and survival strategies,
notably in the healthcare industry. For instance, the way
users interact with mobile devices is constantly evolving
because of the integration of wearable technology and
integrated mobile apps.
We have adopted the three Ps of value-centered marketing
as an operational framework to describe how interest in
healthcare can be generated and to prioritize key innovation
areas in a setting where the healthcare industry is
expanding.
- Shreyasi Shelke

Chris Rosica
President
Rosica Communica ons

ealthcare is an industry that is constantly
Hevolving, with a world of new treatments and
technologies to be introduced in the coming
years. The need for healthcare brands to keep up
with this change and adapt quickly has never been more
important than it is today.
In order to do so, healthcare brands must have an integrated
marketing approach using every medium at its best. Digital
mediums like Email, Search Engine Optimization (SEO),
Social Media, Video Content, and even traditional ones like
Print, Radio, etc., together can-do wonders for a brand.
To ensure maximum outcomes for the organizations
catering to B2B and B2C healthcare, food and beverage,
technology, nonprofit, education, and professional services,
Rosica Communications focuses on the cross-utilization of
emerging technologies to provide precise content that helps
achieve a steady and perpetual client-partners
communications goals. Under the exemplary leadership of
its President, Chris Rosica, the company fuses
complementary services in a creative, high-impact style to
accelerate results.
In an interview with Insights Care, Chris shared valuable
facts highlighting Rosica Communications' significance,
emphasizing its exemplary services in the modern industry.
Below are the excerpts from the interview
Chris, Enlighten our readers about Rosica
Communications.
Rosica Communications was established in 1980, and its
values have always embodied creativity and
resourcefulness. We serve as a thinking partner to our
clients and deliver award-winning results.
Ranked by Forbes as one of the "Best PR Agencies in
America," Rosica's healthcare PR and corporate
communications practice serve such verticals as infection
prevention, medical device, DME/medical supplies,
diagnostics, animal health, associations, and others.
With a strategic approach, creativity, attention to detail and
tenacity, our team joins forces with mission-driven client
partners to elevate brand positioning and message
development; media relations, thought leadership
initiatives, crisis communications, disease awareness and
advocacy, content marketing, critical opinion leader
development and supporting our client-partners lobbying
efforts through strategic PR and communications.
Rosica
Communications
The Leader in Building Thought Leadership
Rosica Communica ons
is adept in posi oning
and messaging, which is
cri cal when trying to
differen ate a company
or product from the
compe on.

What are the USPs that highlight Rosica
Communications’ prominence in the healthcare
industry?
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
numerous services to remain current and ahead of the curve.
In 2008, we launched a digital marketing firm, Interact
Marketing – long before healthcare PR firms embraced
digital.
Interact serves numerous healthcare clients, including
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 work together
to accelerate results.
We develop high-quality content and repurpose and
syndicate it to effectively impact stakeholder
communications, reputation, thought leadership and lead
generation. In addition, we are adept in positioning and
messaging, which is critical when trying to differentiate a
company or product from the competition.
Rosica's integrated marketing communications services
include thought leadership, corporate and brand positioning,
strategy (marketing/PR/digital/communication), social
media marketing, influencer marketing, media relations,
crisis communications, KOL development, video, content
development/marketing, corporate communications, issues
management, cause marketing, digital marketing (SEO and
SEM), WordPress security, and website development.
Tell us about the services that Rosica Communications
provides to its clients as a comprehensive suite of growth
services.
Our Services Include:
ü Cause Marketing
ü Content Development & Content Marketing (written,
visual, digital)
ü Corporate Communications (internal & external)
ü Digital Marketing (SEO, SEM, online reputation
management)
ü Earned Media (Media Relations) & Storytelling
ü Email Marketing & Marketing Automation
ü Graphic Design
ü Integrated Marketing Communications (planning &
execution)
ü Issues Management & Crisis Communications
ü Media Event Strategy & Execution
ü Positioning & Messaging
ü KOL/SME & Spokesperson Development & Media
Training
ü Social Media Marketing (strategy & execution)
ü Social Media & Online Sentiment Monitoring
ü Speaker's Bureau
ü Strategic Counsel (PR, communications, digital, crisis,
integrated marketing)
ü Thought Leadership Development
ü Tradeshow/Conference Marketing
ü Website Development
What are the essential factors and aspects that your
company implements in providing effective solutions for
the sustainable growth of businesses for its clients in the
healthcare space?
We believe thought leadership is imperative for healthcare
companies today and requires an integrated, concerted
marketing/communications/PR effort that encompasses
social media, content development/marketing (including
white papers and bylined articles), earned media, and
speaker's bureau.
Our KOL development/training, meeting support, and
publication planning services truly set Rosica
Communications apart and help our clients build credibility,
connect with influencers, grow share of voice, and support
sales efforts.
What were the initial challenges you and your company
had to overcome, and what are the challenges now?
Years ago, we adopted a never give up attitude, and despite
hardships, we are gratified by the work we do for our client-
partners. It's rewarding, and that makes it all worthwhile.
Over the years, we've overcome many challenges – from
workforce shortages and major recessions – to dealing with
the global pandemic and transitioning to working as a fully
digital PR team. In an interview with Forbes earlier this
year, I shared how we could never have imagined
supporting a partially remote work environment, let alone a
fully remote scenario – and that we favor this alternative.
We regularly encourage other businesses and nonprofits to
follow suit.

A Strategic Approach
Rosica is a popular keynote speaker and lecturer on
social media, online reputa on management, cause
marke ng, and media rela ons. He is also a skilled
public speaking coach who teaches KOLs, CEOs,
salespeople, and corporate and nonprofit execu ves
how to effec vely communicate their messages.
Rosica authored The Authen c Brand, which details
the process and effects of incorpora ng cause
marke ng into a company's business and promo onal
agenda.
His second book, The Business of Cause
Marke ng, details the process and the
results of successfully incorpora ng cause
marke ng into a company's business
strategy. Most recently, he published The
Power of B2B Social Media: The Marke ng
Strategy You Can't Afford to Ignore, which is
currently the leading guide for B2B
organiza ons seeking to build their online
presence strategically.
Rosica is the past president of the New York
City chapter of the Young Entrepreneurs'
Organiza on (YEO, now called EO) and
serves on the statewide board of Boys &
Girls Clubs in NJ. He graduated from
Johnson & Wales University, Florida
Interna onal University, and completed the
Entrepreneurial Master's Program at MIT.
Ÿ For over 25 years, Rosica has offered his
firm's strategic public rela ons counsel to
hundreds of nonprofits, B2B and B2C
healthcare organiza ons
Ÿ Deep healthcare wri ng experience;
regular contributor to several healthcare
industry trade publica ons
Ÿ Author of The Authen c Brand, The
Business of Cause Marke ng, and The
Power of B2B social media; contributor to
numerous healthcare, business and marke ng
publica ons
Ÿ Cer fied Pharmacy Technician (CPhT)
Ÿ Experienced healthcare PR and corporate
communica ons strategist; posi oning and
messaging facilitator; KOL trainer; and crisis
communica ons professional
Ÿ Graduate of the Entrepreneurial Master’s Program
(EMP) at MIT

Over the past five years, we transitioned from a B2B and
B2C agency to strictly a B2B firm, which was a significant
move. In addition, we focus on only three industries today,
whereas, in the past, we have focused on several others.
As an experienced professional, what would you like to
advise the budding aspirants willing to enter as growth
and innovative service providers in the healthcare
niche?
As public relations professionals, it is imperative that we
consume content every single day – be it online news,
industry magazines, books, or podcasts. Be curious and
grow your knowledge on a variety of topics. This will
increase your creative capacity and lead you to your next
big idea.
Additionally, I recommend that all professionals find more
than one mentor in their industry. Everyone has unique
experiences and strengths, and our growth can be expansive
when we learn from a diverse group of professionals.
What is the current scenario of healthcare marketing
agencies in the healthcare niche?
The most significant trend for healthcare marketing
agencies in 2022 was expanding deliverables – from
offering a few core services to a plethora of integrated
marketing services. Not only are teams today better
equipped to expand their offerings (i.e., leveraging digital
tools), but clients expect it!
This year we also saw continued consolidation of agencies
through mergers and acquisitions, with many teams
transitioning to fully digital work environments. Rosica
Communications has been working fully digital since
March 2020, and our team members appreciate our
flexibility.
Please give us a few testimonials of your clients and a list
of awards that accurately highlight Rosica
Communications’s position in the healthcare sector.
"After evaluating results over the past year from the more
than 30 public relations firms with which Pfizer has
contracted in various states, Rosica has outperformed all
others."
- Karen Boykin-Towns, Former Senior Director
Government Affairs, Pfizer Inc.
Agency Recognition
ü Forbes List of “America's Best PR Agencies."
ü Galaxy Awards (Gold & Grand Award Winner), Public
Relations, 1st Place – Event Marketing: Rosica
Communications and The Salvation Army Greater NY
Division Giant Red Kettle
ü Public Relations Society of America Big Apple Award,
1st Place – Events and Observances (1-7 Days): Rosica
and The Salvation Army Greater NY Division's Giant
Red Kettle
ü Public Relations Society of America Pyramid Award, 1st
Place – Event: Rosica and The Salvation Army Greater
NY Division's Giant Red Kettle
ü Galaxy Awards ( Best of Public Relations) - The
Salvation Army Greater NY Division's Giant Red Kettle
ü Top Vermont social media Agency by Kicksta and
InflenceGrid – Social Media Marketing Awards
ü Public Relations Society of America Pyramid Award –
Community Relations and Cause Marketing.

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Marketing
Strategies
Impact of
on Healthcare
Syﬆem
Marketing strategies can have a significant impact
on the healthcare system. One way they can do
this is by influencing consumer behavior and
driving demand for certain products or services. This can
lead to increased revenue for healthcare providers, but it
can also lead to overuse or misuse of certain treatments if
the marketing is not regulated or if it is misleading.
Additionally, healthcare providers can use marketing
strategies to build trust and establish a positive reputation in
the community, leading to increased patient loyalty and
better overall health outcomes. However, in the healthcare
system, it should be kept in mind that the primary focus
should be on providing quality care, not on marketing
efforts.
The healthcare industry is growing at an exponential rate,
and effective marketing strategies are essential. In addition,
there is a greater demand for hospital beds. Healthcare
systems need such approaches.
With the correct marketing strategy, the healthcare sector
can thrive, just like any other industry. Additionally, about
88% of those looking for medical information use the
internet. Therefore, creating efficient marketing plans aids
in capitalizing on this opportunity and makes facilities
operate more effectively.
Before healthcare juggernauts consider using these
methods, a critical issue needs to be resolved. How do
marketing strategies affect healthcare systems?
Without further ado, let's delve in and know more!
The Well-being of the Community
The main objectives of medical services are to win clients'
trust and adhere to community deadlines.
In addition, the unique component enhances the standing of
healthcare organizations that support the community.
Effective Approaches

Effective marketing enables medical service providers to
foster loyalty among various community segments.
Elevate the Audience
Appropriate marketing helps healthcare organizations
increase their clientele and encourage Return on Investment
(ROI). Prospective patients are referred to a recently
launched subsidiary of a medical center by doctors. It
allows customers to see specific information together with
an illustration of the services that are offered.
Enhance Awareness
Increased knowledge of health issues is the most notable
effect of marketing efforts in healthcare systems. The
adoption of therapies and national healthcare programs is
promoted through the use of accurate data in medical
advertising.
According to studies conducted in 2012, 27.5 million
American residents lacked access to quality medical care.
Prospects are now more aware of the company and many
other programs, despite healthcare promotions.
Importance of Marketing Strategies in Healthcare
Systems
Although science and technology have advanced
significantly, it was challenging to advertise healthcare
services until 2017. Since that time, healthcare marketing
has dramatically changed.
A few countries, notably the United States of America,
spend around $3.5 trillion annually—or nearly 18% of their
GDP—on healthcare services. Additionally, residents have
a wide selection of medical alternatives because of the
region's almost 6,000 hospitals. They have succeeded in
transforming their healthcare industry into one that is
quality-focused, which is why they are experiencing such
rapid growth.
Medical services can create unique social media profiles to
draw attention using marketing tactics. Additionally, these
tactics help to strengthen connections between prospects
and vendors, and cultivated relationships lead to
associations with devoted customers.
Healthcare marketing is crucial for differentiating and
selecting wisely among rivals while supporting real medical
practice.
Last but not least, it's important to understand that the
marketing strategies used in other sectors have little to no
use in the healthcare sector. Consequently, a distinctive
marketing strategy is perfectly suited for the medical
industry.
Privileges of Marketing Strategies in Healthcare
Systems
Healthcare marketing tactics have a simultaneous impact
and benefits. The following are some benefits of marketing
tactics in healthcare systems:
Healthcare marketing improves the quality-of-care facilities
and treatments while maximizing prospect involvement. It
seeks to encourage devoted customers to recommend the
same service to other potential customers.
Strategic healthcare marketing creates a strong connection
with the community by enhancing professional reputations
and imposing positivism. Leadership in the healthcare
sector is formed by the marketing of healthcare services.
For instance, one of the most successful marketing
campaigns was run by Sutter Health, one of the top non-
profit healthcare service providers with headquarters in
Sacramento, California, USA. They quickly developed a
positive rapport with their community and expanded their
consumer base.
To summarize,
Marketing in healthcare has a sole goal, helping humanity,
and has a prominent impact on marketing systems cannot
be overestimated, and looking at it helps save the world
during the critical period of the pandemic.
The impact of marketing strategies in health care retains a
loyal client base and increases awareness and overall
positive development of a community.
- Shreyasi Shelke

ZPB Associates
Rede ning the Healthcare Space
“Starting up a business is easy but staying with it and
growing it is far harder,” states Zoe Bedford, the Chief
Executive of ZPB Associates.
Setting up ZPB Associates in 2009, right after the
recession, Zoe faced storms that made her plump for
a creative mindset and team-oriented ethos, making
the organization thrive through the pandemic, recession and
the European geopolitical crisis.
With this mindset and a comprehensive approach, the
consultants at ZPB Associates work toward providing
quality and effective communication to the healthcare
niche. The organization has acted as the bridge between
providers and the healthcare system. With its data-driven
communication network, the organization helps position
and steer its clients on the path of growth. Under Zoe
Bedford’s exemplary leadership, the organization combines
strategy, data, marketing and communication all in one
place.
In an interview with Insights Care, Zoe Bedford shared
valuable facts about the USPs of ZPB Associates highlight-
ing its vital role in providing effective communication in
the healthcare niche.
Below are the interview highlights:
Zoe, please tell our readers about ZPB Associates in
detail.
ZPB Associates is a data-driven and insight-led communi-
cations business based in London, UK. We offer clients new
networks, channels, and ways to succeed in the changing
UK health care system. We bring deep market insight and
expertise to communications, driving the adoption of new
treatments, technologies, and innovation.
From data and tech firms to pharma, med-tech, and
organizations that care for patients across the acute,
community, and primary care, ZPB Associates helps
position and steer organizations through the UK health and
care system, positioning them for growth.
We are a team of 16 communications consultants brought
together from various backgrounds, including pharma,
hospital trusts, the media, data firms, charities, and health
regulators. We have a carefully selected team of associates,
including research, data science, creative and digital. Our
delivery model contains advisors who are all active leaders
within healthcare organizations who bring live system
insight, sector knowledge and stakeholder access.
Tell us about the services that ZPB Associates provides
to its clients as a comprehensive suite of growth services.
ZPB Associates’ work fits into three categories: insight and
analysis, marketing and communications, and creative
services.
Our team of data analysts and market researchers creates
convincing evidence bases and new perspectives on which
to make qualified and evidenced decisions and build
effective strategies. We blend quantitative and qualitative
techniques to help clients understand their audiences and
market better.
Our multi-award-winning marketing and comms team has a
track record of delivering outstanding campaigns spanning
from brand creation, to digital, to PR and media. We do
whatever it takes to grow our clients’ profiles, expand their
audience base, and build meaningful connections with their
audiences.
Some of our clients come to us with a specific project or
problem to unpick, while others require a full-service
integrated marketing and comms service that spans all areas
of our offer. From buyer journey mapping through social
media and digital marketing – we’ve got it covered.
What are the USPs that highlight ZPB Associates’
presence as one of the trusted companies in the
healthcare industry?
We work with clients to help them improve outcomes for
patients, value for the health system, and staff experience.
Our USP is our unrivalled network and deep market

Zoe set up ZPB Associates in 2009 to build an
environment where the NHS, independent
sector, life sciences and third sector can have
better connected and more productive
partnerships.This was inspired by Zoe’s
recognition that UK healthcare is a complex
system with multiple payers, providers and
suppliers from many sectors. And yet, despite
shared goals, the partnerships between the
distinct parts of the system were often
dysfunctional and not necessarily set up to
succeed and deliver value to patients and
taxpayers.
Focusing on this, Zoe set up ZPB Associates to
use data, insight and communications to drive
stronger partnerships that ultimately would
allow patients to access better treatments,
technologies and therapies faster. Since then,
ZPB Associates has gone on to win multiple
awards and has doubled in size over the last
couple of years.
Zoe sits on various advisory panels, notably on
women in healthcare and female leadership or
entrepreneurship. She is a Non-Executive
Director of the NHS Confederation, a Trustee of
the public health charity C3 Collaborating for
Health, and until recently, was on the Board of
the global business network,The Entrepreneurs
Organization.
An Exemplary Leader
Zoe Bedford
Chief Executive
ZPB Associates
ZPB Associates has a
unique 360-degree view of
the market, allowing it to
create new routes to
markets, leverage strategic
partnerships and utilize
alternative channels.

expertise, enabling us to offer clients an insight-led
approach. We operate across three sectors within healthcare:
pharma and life sciences; digital health and technology;
service delivery and providers.
We have a unique 360-degree view of the market, allowing
us to create new routes to markets, leverage strategic
partnerships and utilize alternative channels.
Our team is agile, creative and responsive. Our insight into
the UK healthcare landscape and profile as full-service UK
health sector specialists means we understand our clients’
audiences, allowing our work to have more impact.
What are the essential factors and aspects that ZPB
Associates implements to provide effective solutions for
the sustainable growth of businesses for its clients in the
healthcare space?
What sets ZPB Associates apart is our insight-led approach
and deep understanding of UK healthcare. All our work is
built on knowledge of our client's business, customers and
market. These foundations allow us to create work that
facilitates growth and achieves objectives.
What were the initial challenges that ZPB Associates
had to overcome, and looking at the current industry
scenario, what are the challenges now?
ZPB Associates was set up in the aftermath of the 2009
fiscal crisis and has subsequently weathered a global
recession, a pandemic and the subsequent aftermath. The
business was born in challenging times that necessitated a
particular mindset that has stood us in good stead over the
last decade.
Healthcare is a highly politicized sector, and in the UK, we
are often beholden to the parliamentary cycle. This can be
destabilizing for our clients, but it also heralds plenty of
opportunity for a communications business that specializes
in deep sector knowledge and insight.
The team is passionate about healthcare and creating a
healthcare system that improves lives. This focus, coupled
with an agile and inventive mindset and team-oriented
ethos, has allowed the business and the team to thrive.
As an experienced professional, what would you like to
advise the budding aspirants who are willing to venture
as a service provider in the healthcare industry?
Starting up a business is easy but staying with it and
growing it is far harder. Healthcare is complex, so
underestimate that at your peril. If you want to provide an
innovative service, it is vital to understand your customers
and your patients or users.
There are many customers within the healthcare system.
Your economic buyer will not necessarily be the same, nor
even have the same motivations, as your clinical buyer or
your end patient or consumer. Understanding this is
essential.
We have seen a proliferation of modern technologies and
digital health platforms enter the market in recent years –
the ones who succeed are the ones who understand the
context of their customers’ worlds, whether that be the
regulatory context or the local market forces. The other
thing to bear in mind is product-market fit. It sounds
obvious, but different markets have different payer and
funding models, determining your go-to-market strategy.
For all its difficulties, however, healthcare is endlessly
rewarding, fascinating, and vital. We wouldn’t want to work
in any other sector.
What is the current scenario of healthcare marketing
agencies in the healthcare niche?
As the NHS emerges from the pandemic and undertakes
significant structural change, healthcare agencies must be
innovative, particularly when developing insight.
We’re obsessed with understanding our clients’ audiences
and what will help them achieve their desired outcomes.
The changing NHS means many of our clients’ customers
have moved, evolved, or even temporarily disappeared, so
we need to work smarter to get the insight we need to be
effective. Content and delivery must be uniquely compel-
ling to create the cut-through necessary to drive action and
awareness.
Fundamental to our approach is a deep understanding of
audiences and their drivers. The mix is unique to
healthcare–policy and operational guidance at a national
level, as well as local priorities and individual motivations,
which means there is a lot to unpack before strategy and
delivery start.
Our Insights Team has developed methodologies and
techniques to help clients understand how to position
themselves for new NHS models, what value they need to
bring to customers, and what thought leadership would be
highly valued by buyers and influencers.

10 Most Trusted Healthcare Marketing Agencies to Watch Out for in 2023V4 1.pdf

10 Most Trusted Healthcare Marketing Agencies to Watch Out for in 2023V4 1.pdf

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