Princeton10
Redefining Pharmaceutical Marketing Partnerships

Blockbuster products backed by corporate behemoths and propped up by 80-person brand teams with infinite budgets have become an anomaly. Now more than ever, brands need marketing partners who are experts at creating optimal sales force/HCP/patient/caregiver engagements while remaining operationally lean and financially transparent.

“Pharma companies continue to shift towards greater specialization, leaner budgets, shorter timelines, and the pressure to do more with less. There’s a massive need for a partner to help them maximize ROI and marketing goals. In the highly regulated pharmaceutical industry, a complex mix of strategy, creativity, and tech is required to meet the current and future needs of HCPs, patients, caregivers, payors, PBMs, and more,” says Marcos Sanchez, founding managing partner, Princeton10 (P10).

P10 stands out for its innovative approach and client-centric ethos in the ever-evolving pharmaceutical marketing space. Recognizing the growing need for agile, high-quality, and strategically adept marketing services, the company defies traditional agency norms and delivers exceptional value to clients. Today, P10 operates as a distinctive entity—a marketing partner rather than an agency—to help clients accomplish more with limited resources.

“Many healthcare advertising agencies, including those owned by large holding companies, are still structured like it’s the 1980s. Legacy economics has allowed them to become fat, bloated dinosaurs fighting over shrinking client budgets while trying to evolve into digital, which is no longer relevant,” says Sanchez. “This is where we act as the missing link in the chain of pharmaceutical marketing. Our structure, expertise, and dedication redefine success for our clients.”

Maximizing the Marketing Coverage

Amid ongoing price pressure from payors, pharmaceutical manufacturers transfer this strain to their advertising agencies. Navigating an ever-evolving landscape that's increasingly technology-centered and culturally diverse presents a formidable challenge for these manufacturers. In this new era of customer-driven marketing, the crux lies in relevance.

Today, to be relevant and attain business goals, a brand and marketing strategy requires personalization, paid, earned, and owned media optimization, and targeted cultural context. Achieving this requires an agile model of specialists who understand these disciplines. That’s easy for larger, traditional healthcare agencies to claim but difficult to deliver based on their often-outmoded legacy structures. This is where P10 excels.

Catering primarily to small and mid-sized pharmaceutical companies, P1O thrives on filling resource gaps within brand teams by catering primarily to small and mid-sized pharmaceutical companies. As genuine collaborators, not just service providers, each member brings senior-level expertise across brand planning, creativity, and technology. P10’s distinctive prowess lies in delivering precisely what clients request, supplemented by integral yet unforeseen facets of the marketing puzzle. “Market Access issues for most pharma-focused agencies are a ‘third rail.’ At P10, we agree that it’s the third rail that provides all the power to move forward, and if you don’t have a solid understanding of its importance, you don’t deserve to be in this business anymore. Market Access makes or breaks brands in many therapeutic areas. At P10, we have decades of experience helping our clients maximize and get better coverage, and avoid areas of peril,” says Jack Bilson, Princeton10’s managed access and media lead.
The Answer to the Evolving Landscape

Unlike agencies characterized by layered staffing, P10’s leadership and senior talent engage directly in every client execution. Their work spans three core categories—brand planning/strategy, creative, and technology—a comprehensive suite of capabilities pivotal in addressing diverse client needs.

An illustrative testament to P10’s approach lies in handling a recent client request for a website promoting a newly acquired ADHD treatment. Going beyond the prescribed task, it embarked on a holistic journey, starting with extensive research, crafting brand positioning, and culminating in a website that not only met but exceeded the client’s expectations—reflecting empathy and resonating with caregiver concerns.

Delivering Real-Time, Culturally Attuned Experiences

What sets P10 apart is its commitment to efficiency, measurability, and agility. Operating on a fixed-fee basis, devoid of billable hours, the company embodies a model that demands precision from seasoned professionals, driving enhanced outcomes for clients, especially smaller companies mindful of every expenditure. “We do not count hours. We count opportunities to drive improved results for our clients,” says Sanchez.

P10’s global experience is augmented by its cross-cultural marketing expertise, ensuring tailored strategies for diverse audiences across regions. The agency’s social innovation and community management proficiency amplify its impact, fostering deeper connections and delivering insights critical in crafting resonant campaigns.
As a remote agency operating across the U.S. and Canada, P10’s extensive reach enables seamless access to premier talent. Its dedication to nurturing robust client relationships shines through with a returning client, drawn back by the unparalleled value offered through the distinct ‘P10 way.’

It stands as a beacon of innovation, efficiency, and personalized expertise, offering a comprehensive suite of services tailored to the ever-evolving needs of the pharmaceutical industry. P10 isn’t just a partner; it’s an indispensable ally empowering healthcare brands to reach their zenith and a marketing partner redefining industry standard—one collaboration at a time.