A decade or so ago there were a dozen healthcare public relations specialists in the New York market, all of them capable of competing with the giant multinationals for major pharmaceutical industry assignments, but in recent years that number has dwindled as a result of acquisition and consolidation. While not an independent firm—it is part of Omnicom’s Brodeur Worldwide—Rx Mosaic Health is very definitely a healthcare specialist, and in its first 18 months of operation (it was launched in July of 2006) it has demonstrated that it is quite capable of going head to head with larger and better established agencies for coveted clients.
Rx Mosaic Health describes itself as a science-focused integrated marketing communications agency and offers a range of services that includes health and medical policy communications; science and medical content management and editorial; professional and patient advocacy; direct-to-patient education; issues and crisis communications; and competitive intelligence, monitoring and surveillance. Over the past 12 months, it expanded its offering to include RxMosaic CTrial Marketing Communications, to support clinical trial recruitment/retention programming; and RxMosaic Scientific & Medical Communications, drawing on embedded medical writers and content managers.
The firm has grown significantly and now employs more than 30 professionals. Clients include some of the leading names in the pharmaceutical business, including Johnson & Johnson, Ortho Neutrogena, Sepracor, Teva Pharmaceuticals (global and U.S.) and Teva Neuroscience, as well as new additions over the past 12 months Pfizer and Eisai Pharmaceuticals.
Brodeur launched Mosaic by recruiting healthcare communications veteran Charlotte Wray away from Edelman’s Zeno Group, where she was managing director and head of healthcare—prompting an angry lawsuit in response, although the controversy does not appear to have impeded the new firm’s early success. As a result of its rapid growth over the past 12 months, the firm has added significantly to its senior team, bringing in Karen Reina as senior managing director from Ruder Finn as well as managing directors Melyssa Weible and Stacey Gandler. At the vice president level new hires include Bob Rhoades, Naomi Mendelsohn (both VPs of scientific and medical communications, Marissa Magnetti, (formerly with GCI), Craig Heit (from Cooney Waters), and Lindsay Rocco (Rowland Communications).
“Rx Mosaic Health has been integral in the planning and implementation of the brand and marketplace public relations strategy,” says Dalton Tomlinson, director, multiple sclerosis, Teva NeuroScience. “The partnership between the two companies has resulted in increased PR voice for the brand, improved brand planning efforts, as well as uncovered opportunities we might have otherwise missed. For example, we set a goal with Rx Mosaic Health to increase news coverage resulting from the output of our medical and clinical studies. Rx Mosaic Health has helped us to exceed that goal.” Adds Connie Chang, senior director, marketing, for Sepracor’s Lunesta: “The best part about our Rx Mosaic Health team is the boundless energy and enthusiasm for our brand that each team member exudes. Rx Mosaic Health approaches each assignment with passion.”
As a member of Diversified Agency Services division of Omnicom, Mosaic has access to a global network of potential agency partners across the