Innovation

Agency 100 2022: Magnolia Innovation

Agency 100 first-timer Magnolia Innovation is almost uniquely focused on a single offering: market research. But cofounding partner Diego Rodriguez is quick to differentiate his shop from everyday, project-based market research companies, the kind that may have a narrower scope of work.

Rather, Magnolia pursues a market research AOR model. In other words, it seeks to present itself as a one-stop shop health and pharma giants can trust with every aspect of market research and strategy, from segmentation to market mapping to understanding the patient journey.

“The benefit you get from the same agency connecting all the dots throughout your projects is a lot,” Rodriguez notes. “That relationship is very common in advertising, but not in research.”
The approach is driven by 47 staffers (up from 39 at the start of 2021) with a broad range of expertise, ranging from scientific research and development to design, data and analytics. As needed, Magnolia can tap into a network of specialists, including staffers at sister agencies within parent company Medical Knowledge Group.

That gives Magnolia the ability to flex and meet different client needs, “whether that’s being good consultants and translating insights to strategy, being thought leaders and helping publish research study results or putting together workshops and trainings based on market intelligence,” says cofounding partner Ken Howie. “It’s taking research beyond the report and empowering our clients to do more with it.”

By way of example, Rodriguez and Howie highlight a report on how COVID-19 affected trust in the rare disease community, which leveraged connections and insights from Magnolia’s work within the sector (Rodriguez estimates the agency has worked on some 400 projects across 60 rare conditions, including two or three dozen launches, since the firm’s 2013 launch). Among the key findings: Since the outset of the pandemic, patients have less trust in doctors but more in nurses.

The underlying cause, not surprisingly, was discourse around the COVID vaccines. As several patients told Magnolia: “When people talk about the vaccine being 95% effective? Well, I’m in the 5%. I’ve always been in the 5%, and nobody’s talking about that,” Howie explains.
Then there’s the oncology training module the agency developed in conjunction with KOLs. Magnolia realized that while oncology reps are often very well-trained on selling their product, they’re typically less adept at understanding governmental access, technological trends and specific environments.

Rodriguez says the trainings have been “hugely successful” and that Daiichi Sankyo has adopted the model for its oncology reps. “That’s a great win for us,” he adds.
Other client wins last year included Genmab (for epcoritamab, a drug for large B-cell lymphoma), Orchard Therapeutics (two rare disease gene therapies) and a number of brands for Alexion Pharmaceuticals. Revenue grew 31% in 2021, to $18.6 million from $14.2 million in 2020.

“We straddle the lines between strategy, consulting and market research,” Rodriguez says. “That makes us unique.”
. . .
Bifocal lenses, the invention of which is often credited to Benjamin Franklin. Bifocal lenses not only enable you to see and understand objects and events both near and far, but they also represent a concrete example of a simple tool that enhances people’s lives by addressing a clear, unmet need. Their inventor did not create a tool from scratch, but rather combined existing elements to create a whole that was larger than its parts. The power lies in their simplicity. — Rodriguez

From the June 01, 2022 Issue of MM+M – Medical Marketing and Media

MM+M Women of Distinction program celebrates the individuals whose leadership, creativity and insight continue to inspire everyone who encounters them.

Telehealth isn’t going away, and it’s time for marketers to take the unique platform seriously.
Biolumina’s focus on culture and values drives who they are as an organization, the work they do, and what their future looks like.

How Real Chemistry is making medicine more inspiring than sneakers.
High-risk patients don’t know about screening options, survey shows — and many of those who do aren’t using them.

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Innovation

The Ashley Marie Collection – Natural Hair Care for Gen Z by Gen Z

As a new generation of beauty consumers emerges, the beauty industry is undergoing a significant transformation. Gen Z consumers, in particular, are highly conscious about the ingredients in their beauty products. With a population that accounts for almost 30% of the world, Gen Z (born roughly between 1996 and 2012) are a major focus for several brands.

The desire to be environmentally and socially aware, has led to a change in this generation’s values and spearheaded the movement, urging companies to take action on the climate crisis. This is not merely rhetoric. Based on a survey conducted by Capgemini, in 2021, approximately 69 percent of surveyed participants belonging to Generation Z stated that they were willing to spend more on health and beauty products that contain natural and clean ingredients.This trend has led to the rise of natural beauty products, and the Ashley Marie Collection is at the forefront of this movement.

Created by 17-year-old entrepreneur Ashley Marie Gibson, the Ashley Marie Collection features a range of natural hair care products that cater specifically to the evolving needs of Gen Z consumers. Don’t be fooled by her young age – Ashley is a total boss. As a Gen-Z entrepreneur, Ashley is passionate about creating products that use natural ingredients and prioritize health and well-being. The Ashley Marie Collection reflects Gen Z’s preference for natural and eco-friendly products with its commitment to using only the cleanest, ethically sourced ingredients. All products are cruelty-free, color-safe, paraben-free, sulfate-free, and formulated with natural ingredients.

If being clean wasn’t enough, this brand checks off another box – being diverse and inclusive! The Ashley Marie Collection is an entire hair care line specifically for 4C hair, a hair type that is often overlooked in the beauty industry. The line features a range of uniquely formulated products, including a Clarifying Shampoo, Moisturizing Shampoo, Hydrating Conditioner, Protein Conditioner, Leave-in Conditioner, Coil Cream, and Curly Coil Styling Gel. All of which work wonders for kinky, thick coils and will leave strands feeling and looking even better!

Innovation

It’s your last day to apply to speak at TC Disrupt

Today’s your last chance to apply to speak at TechCrunch 2023
Why should you drop everything to get that application in by 11:59 p.m. PDT today? Not only will you help inform and educate the next generation of startups — and potential unicorns — but you’ll also establish or enhance your reputation as a valued thought leader and partner. Around here we call that a win-win situation.

How to apply to speak at TechCrunch Disrupt 2023
When you apply, you’ll choose one of the two formats below and submit a title and description of your topic:

Breakout Session: Up to two people (including moderator) lead a 30-minute presentation followed by a 20-minute Q&A from an audience of up to 100 attendees. You’ll be able to display a presentation and have limited AV capabilities. You’ll present one breakout during Disrupt.
Roundtable Discussion: One person leads a 30-minute interactive conversation for an audience of up to 25 attendees. There is no presentation or AV — it’s all about organic conversation. You may potentially repeat this roundtable twice during Disrupt.
TechCrunch vets every application and then selects the finalists who will participate in the Audience Choice voting round. We’ll post the topics, descriptions and speakers online, and then TechCrunch readers will vote for the sessions they would like to see at the event. The top vote-getters will present live at Disrupt.

These are the important dates you need to know:

Application deadline: Today, April 21, by 11:59 p.m. PDT
Finalists notified: April 27
Audience Choice voting: May 1–12
Winners notified: May 15
Once more — a little louder this time: It’s your last opportunity to submit your application to speak at TechCrunch Disrupt on September 19–21! The application window slams shut today, April 21, at 11:59 p.m. PDT. One more reminder: Save up to $825 with an early-bird ticket. Buy your Disrupt pass, and join us in San Francisco!

Innovation

TechCrunch+ roundup: Deep tech tips for SaaS VCs, toxic fundraising, student visa startup options

If someone said “startup” while we were playing a word association game, I’d respond with “fundraising.” (I bet you would, too.)

Asking people for money is a key aspect of every founder’s journey, but Techstars Managing Director Collin Wallace says it can also “accelerate your demise.”

For example, raising a round to rev up engineering, sales and marketing sounds positive — but what if the business itself has negative unit economics?.

“Most of the time, what stands between a company and its ability to achieve scale is not a lack of money,” writes Wallace in TC+.

“It’s better to ask: Do we have hustle problems? Product problems? Process problems? People problems? Is my business model fundamentally flawed?”

In this article, he examines four scenarios that often lead entrepreneurs to seek out new cash and explains why getting “a clear picture of what is fueling losses” is much more important.