JUICE Pharma Worldwide: 2022

JUICE Pharma Worldwide

132 West 31st Street, 14th Floor, New York, NY 10001
212-647-1595 • [email protected] • juicepharma.com

 

FINALIST
Best Nonbranded Campaign

 

QUICK FACTS

Client Roster
Alkermes
Biogen
Blue Note Therapeutics
Emergent BioSolutions
Impel NeuroPharma
Merck & Co.
Novartis Oncology
Telixl

 

A quartet of breakthrough brand launches for new clients – three in CNS and one in nuclear medicine – made 2021 a banner year for JUICE, one of the agency’s busiest, most productive, and most unpredictable years ever, the leadership team says, adding, “The ride was thrilling.”

All four launch brands are commercial firsts, bringing innovation to disease management and satisfying previously unmet medical needs for patients and health care practitioners, according to JUICE co-founders and partners, Lynn Macrone and Forrest King.

First out of the gate in June was an innovation for schizophrenia and bipolar I disorder. One week later, a first was launched for Alzheimer’s disease. Then came the launch of a powerful treatment in an innovative upper nasal delivery system for acute migraine which debuted in September, and the year closed on a final bright spot with an innovative nuclear medicine brand that came to market just before the holidays.

“It was exhilarating to work on these four brands concurrently and launch them in quick succession,” Macrone says. “It took incredible commitment, creativity, and coordination, and now we continue to work vigorously with our clients to accelerate their growth and success in the market. In fact, our clients could feel the rush of working with JUICE and how our team was as excited about their launches as they were.”

Recent Accomplishments

Given the unpredictable twists and turns that come with product launches, the management team decided early in the year that 2021 would be focused more on delivering excellence to all current clients and less on developing new business opportunities. King notes, “That’s the benefit of working with an independent agency – we have the option to focus on current clients rather than diverting attention to support new business growth pressures.”

“Two of our clients are young, fast-growing organizations that brought their first products to market in 2021,” explained King. “They needed us to develop not only the full launch program, but also to help them devise their systems and marketing infrastructure. We took an all-in approach, working with them as both agency and consultancy.”

Agency leaders say the focus on executional excellence in 2021 paid off with four flawless launches, four very happy client teams, and many important firsts for the solution-finders at JUICE. Management says the agency burnished its unique credentials as an optimal partner for organizations introducing commercial firsts.

Noting that it has been 20 years for the agency since opening its doors in 2002, managers say JUICE adds the achievements of 2021 to a long track record of seamless and successful partnerships with clients who brought commercial firsts to market.

“Over the last 20 years we’ve had the good fortune and distinction of being selected as the launch agency for companies introducing their first product or their next flagship brand,” Macrone says. “We appreciate that special vote of confidence and trust – and we’ve never taken it for granted.”

“Our approach is to be embedded in moment-to-moment decisions with our client teams, to always make time to think several steps ahead, and to consider how we can help manage shifting scenarios,” says Art Chavez, chief client officer at JUICE. “Our team has the required experience, passion, agility, foresight, and vocal advisory mindset to function as the complete partner needed for commercial first assignments.”

Structure and Services

HCP, patient, and consumer promotion and education remain at the core of JUICE’s business. Agency leaders point to the fact that excellence in these areas is built on a well-orchestrated alignment of expertise at every step of an engagement. “We work side by side with clients from insight to implementation to help them compete, optimize, and thrive,” King says.

The leadership team says JUICE also has reinvented and honed its approach to working with external agency partners. In fact, some of these partnerships have been so positive that they’ve led to joint pitches. “Partnerships enable us to thoughtfully build best-in-class, brand-centric, multidisciplinary teams,” Chavez says. “When it comes to specialized expertise like access strategy or media planning, we think our independence offers a far-reaching advantage because we are not restricted to holding company requirements, therefore we always recommend the best agency partners for our clients. And when we tap into any of our entrepreneurial partner agencies, we know that together we share the same commitment to the success of the brands we support. The result is a highly motivated and focused group of experts who work together out of choice, not because of common ownership.”

King notes another key differentiator about JUICE. “Our people are our power supply, the JUICE, if you will.” The agency has been successful in attracting and retaining strong talent who thrive in a culture where people are excited to collaborate, help each other and deliver the best work of their careers. He continues, “We’ve received feedback internally from people who feel that ‘JUICE is truly a family experience and environment,’ which in turn makes it a pleasure for clients to work with us.”

According to Macrone, “We all see that client teams are tasked with a lot. They need their agencies to work smoothly as extensions of their own teams. We keep this in mind with each of our hiring decisions. We look for people who will be able to maintain the high standards we have set for client support. That means reliable and well-managed end-to-end capabilities. It calls for expertise at every step of collaboration, from strategy to creative to customer experience to omnichannel execution. It also requires every individual to feel empowered to identify new solutions with the confidence that they have the full support of their colleagues.”

One recent internal conversation was revealing of the spirit that resides within JUICE, King says. “We heard one of our newest team members point out that ‘my teammates are always willing to meet and exceed client needs. I love how the whole company comes together and shares in all the ups and downs’ – this is the unifying spirit that has kept us strong and thriving for so long and it’s what keeps talent and clients with us.”

Future Plans

JUICE entered 2022 with more confidence and optimism than ever before, its leaders note. “We’ve accomplished a lot in the last two years and have identified exciting and productive new ways of working that will continue to serve us and our clients well,” Macrone says. “Our commercial firsts story is drawing attention, and we’re excited to bring this expertise to many more clients.”

As a top-tier agency, JUICE delivers for clients in a way that fuels continued success and growth. “JUICE has always stood for energy,” King states. “Our teams bring it every day, and we switch it on for every brand we touch.”

Macrone adds: “JUICE makes brands crackle with energy at every stage of their lifecycle.”