Partnering with pharma companies on their HCP-oriented launch challenges is where Relevate Health derives much of its growth. To that point, in 2023 the agency supported 29 launches and indication expansions.
It’s not surprising, then, that CEO Tim Pantello hails the rollout of the latest version of its data platform, ELE, as the year’s crowning achievement. Informed by nine years of first-party data on HCP behavior and attitudes, the platform helps Pantello and colleagues understand, down to an individual and segment level, physicians’ wants and needs across channels, as well as next best actions.
“What we’re most excited about when we talk to clients is delivering performance and business outcomes, and being really precise in how we do that,” Pantello explains.
In fact, most of the agency’s business in the “operationalized solutions” (product) category, which accounts for three-quarters of revenue, is sold with such guarantees.
“Based on our past experience of having these kinds of consistent solutions in-market, we know how they’re going to perform and what clients can expect based on their target list and investment,” explains chief business officer Michael Cole.
The approach helped fuel revenue growth of nearly 20% in 2023, to $76.6 million from $64.0 million in 2022. Relevate estimates that 92% of its growth has come from existing clients, which Pantello and team point to as proof that the agency is skilled in unlocking previously unrealized value. Relevate works with pharma majors such as Pfizer, Sanofi, AstraZeneca and GSK, as well as smaller biotechs including Curium and Chiesi.
The growth hasn’t come without its share of headaches, though. Relevate filed suit last year in Delaware court to unwind its $80.1 million acquisition of Axon Communications, which the suit alleges was “fraudulent.”
Other developments include a doubling-down on omnichannel activation, with Relevate repositioning itself as an expert in what it calls “omni-know-how.” The agency also refocused its services business on market access.
“Enabling those two things is really what’s driving our growth,” Pantello says. “Most importantly, it’s what our clients need most.”
The problem? “It’s really hard to find talent that understands market access,” laments COO Megan Jones. “It’s very much a niche.”
Relevate was nevertheless able to add three such individuals: SVP of medical Uttama Rath, EVP of client services Anindita Banerjee and group copy supervisor Elyse Piacentini. All three execs hail from Eversana Intouch — and all bring with them considerable access chops.
In addition to Cole, who joined last year from Wunderman Thompson Health, Relevate’s leadership team welcomed executive creative director Dave Garson, an Evoke vet who oversees both copy and art. The agency also added SVP- or VP-level execs to bolster its expertise in omnichannel strategy and activation (Brian Stack), tech development (Frank Grippo) and product (Jorge Alvarez).
Now that Relevate offers market access as a strategic service, Cole reports that “adding a pillar that allows for access support on our product solutions side is a big opportunity for us.” Pantello agrees, saying the company is eyeing acquisition opportunities.
“We’re pushing further into financial savings and copay solutions, which further enable access so we can pull through that omnichannel activation,” he says.
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Work we wish we did
The Canadian Skip Express Lane Inflation Cookbook uses vast datasets and AI to predict price fluctuations of ingredients, making it easy for home cooks to shop wisely and cook economically. The cookbook is a great example of omnichannel technology: It has synchronized updates and personalized recommendations that make shopping, meal planning and exploring new foods a seamless experience. — Michael Cole
