Our Approach

People, Process & Principles


The people we tend to work with are Explorers – clients and partners who aren’t satisfied with the usual way of thinking about marketing strategy, planning and communications. And we are drawn to collaborate with people who have a healthy perspective on balancing work and the other elements of their lives, doing their best to avoid ‘fire drills’ through discipline, prioritization and planning. Our culture and philosophy may not appeal to everyone, but that’s OK.

We respect the differences among us, and generously share our experience, hacks and hard-earned lessons with our clients and their partners. We don’t believe that work, or life, is a zero-sum game, and we work in healthcare because we believe that improving people’s lives is a noble pursuit.


Simply, we’re problem solvers. Our process isn’t rocket science, but because we’ve refined it over the last three decades we’re very fast and very good at it. “What problem are we trying to solve?” is the question with which we usually start our conversations. It’s deceptively simple, yet it gives us insight into whether the challenge you’re dealing with has been clearly defined, and if it’s worth the effort to solve.

You see, some of our work is helping clients precisely articulate the problem they are hoping to solve. Some of our work is solving these clearly defined problems. And some of our work is communicating the value of these solutions to their customers.


Our seven principles guide us each day as we collaborate with our clients and other partners:
  • ACCOUNTABLE – We hold ourselves and our teams accountable for on-time, on-budget, high quality deliverables, and hold your investments accountable for producing results
  • BALANCE THE NEW WITH THE NOW – We recommend ‘solution portfolios’ that provide options, enabling clients to do more of what works & less of what doesn’t
  • CUSTOMER-CENTRIC – We have a broad definition of customers – our clients, their internal support teams, healthcare professionals, patients & caregivers – and start with a clear understanding of their needs
  • DESIGN FOR SCALE – We discourage ‘perpetual pilots’ and instead focus on designing modular strategies and programs that scale across indications, brands, portfolios & geographies
  • EFFICIENT – We invest our client’s time and resources as if they were our own (really)
  • FUNDAMENTALS FIRST – While we often create novel solutions for clients through systematic innovation, we begin with the basics to ensure a strong foundation
  • SYSTEMS THINKING – We design with the end in mind, and each marketing investment must connect to and compound the others

If our practical, balanced approach makes sense to you, please contact us to discuss your specific needs.