market analysis
Developing a deep and comprehensive understanding of the product, category, and all stakeholders. Includes a rigorous competitive assessment. Reveals critical unmet needs and market opportunities.
strategy
Formulating deep market and customer insights into powerful plans of attack. Establishing the strategic framework–in a clear and systematic way–for all downstream marketing initiatives.
positioning
How to situate your brand in the minds of (potential) customers. Precisely defining the right strategic messaging that will most powerfully resonate with–and activate–specific customer segments.
creative
Skillfully combining verbal and visual elements into brand expressions that deliver maximum impact and engagement. Invoking both the heart and mind to create executional magic that captivates your audiences and, thereby, moves the needle.
tactical executions
The art–and science–of effective message delivery. Creating the most innovative and compelling programs and initiatives–all strategically aligned. And utilizing the most validated online and offline channels to get your message heard.
ROI analysis
Because measurement matters. Constantly assessing marketing initiatives in terms of relevant metrics and in-market performance. And, based on that feedback, all thinking and materials are subjected to continuous improvement.
At Calcium, we utilize a proprietary system called 'The Growth Process™' to strategically guide and unify our various work streams. When all strategic, creative, and tactical solutions share the same underlying brand DNA, brand impact is magnified–and customer activation is intensified.
We’re on the forefront of technology in this rapidly changing digital world. We know where patients live (in the online sense), what they're looking for, and how to find them. Our customized and measurable initiatives break industry benchmarks. Our deep digital knowledge and skill set empowers clients by providing well-defined user experiences, platform agnostic design, content strategy, complete in-house programming, and measurement. At Calcium, digital is not a silo–it’s a vital part of the integrated marketing solutions we offer to clients.
Our services are further enhanced by synergistic strategic partnerships. Our work with Boston Healthcare enables our clients to gain a better understanding of market access, payer communications, and reimbursement issues; it also gives them the ability to receive critical health economics and outcomes research. Plus, our strong partnerships both with Google and comScore provide clients with unique, measurable opportunities to drive brand and business growth.
Creativity is the force that propels content into the hearts and minds of audiences. Without imagination and creativity, messages will disappear into the vast ocean of content that customers face every day.
Whatever the medium (online or offline), our creative work at Calcium emphasizes freshness, impact, and memorability–but also strategic alignment. In our view, the very best creative displays verbal, visual, and conceptual firepower while also staying true to the brand’s well-defined strategic imperatives. For us at Calcium, it’s not creative unless it moves someone . . . and moves the needle.
Steve is a widely recognized industry leader who, before joining Calcium, held CCO positions at LLNS/Omnicom, Rosetta (leading digital agency), Wishbone (creatively-focused, “Agency of the Year” winner), and other leading agencies. Steve has been practicing the art and science of creativity for more than 25 years, working in virtually every therapeutic category and across digital, broadcast, and print communications channels. To every marketing communications challenge, Steve brings a powerful strategic, creative, scientific, and digital skill set. This guides the generation of illuminating insights, incisive strategies, innovative tactics, and inspiring creative–all driving greater business impact. Over the years, Steve has been active as a judge for industry awards shows and is the recipient of numerous creative awards himself. Steve also writes frequently for trade publications on a wide range of industry topics. A magna cum laude graduate of Brown University, Steve lives with his family (along with multiple guitars and pets) in Mt. Kisco, NY.
[email protected]
914.806.3414
Judy brings more than 25 years experience on both the pharma client side and agency side to her position as the strategy lead for Calcium. Judy began her career in Sales, Hospital Sales, Training, and Sales Management for Marion Merrell Dow. Moving to the agency side, Judy was then EVP, Director of Client Services at Harrison Star and COO/Strategy Officer for McCann Torre Lazur Worldwide, where she ran the global agency network and was responsible for mergers/
[email protected]
917.612.3291
Steven has spent nearly 35 years in the advertising industry, 25 of them in pharmaceuticals. He is most recognized for his role as founder and CEO of Wishbone, a highly successful start-up that thrived for 13 strong years, was awarded 'Agency of the Year' in 2009, and was eventually acquired by Rosetta (and then Publicis). Continuing in that tradition, Steven founded Calcium NYC in 2012, calling upon the original Wishbone leadership team to help guide and run it. In 2014, Calcium NYC was combined with Vox Medica and Star Life Sciences to create Calcium, an agency that offers clients Wishbone-like strategic and creative firepower along with robust medical and scientific expertise and leading edge digital capabilities. Earlier in his career, Steven held creative leadership positions at KPR, FCB, Harrison & Star, and Robert A. Becker. Over the years, Steven has helped create campaigns for brands such as Zocor, Glucophage, Plavix, EpiPen, Oxycontin, Depakote, and Diovan. Steven is a graduate of Pratt Institute and lives with his family in New York, NY.
[email protected]
917.612.3290
Garth has almost 20 years’ experience working in US and global biotech/specialty markets. His range of expertise extends from pipeline work to in-line marketing efforts. Garth also has extensive industry-side work experience, including Genzyme, Insmed, and Dey, all at Director-level roles within Marketing. His experience includes work in oncology, dermatology, renal, rheumatology, endocrinology, pulmonology, emergency care, vaccines, burn care, devices, and genetic disorders. In addition to his extensive background in healthcare, Garth is also a sociologist. He began his work career teaching undergraduate courses in sociology. Coupling his analytic and academic experience with a deep understanding of healthcare marketing, Garth brings a unique yet grounded approach to strategic planning and tactical execution.
[email protected]
415.755.8322
Are you a smart, strategic thinker ready to collaborate with a team of experienced and passionate problem solvers? If you've got a nourishing attitude and a strong desire to help brands grow stronger, you just might be the next member of the Calcium team.
For career information, contact Berry Woodrow at [email protected] or 215.446.8010.
1412 Broadway
21st Floor, 2132
New York, NY 10018
TEL: 212.971.1345
The Curtis, Suite 250-S
Independence Square West
Philadelphia, PA 19106
TEL: 215.238.8500
315 Montgomery Street
Ninth Floor
San Francisco, CA 94104
TEL: 415.675.8821
To get a taste of what we can do for you, contact Steven Michaelson, CEO, at [email protected] or 917.612.3290.
