Brand News
August 2010
DUDNYK CREATIVE CONTINUES TO DRAW TOP INDUSTRY AWARD NOMINATIONS
AzaSite® "Metal Man" campaign is a finalist for MM&M and PM360’s 2010 Awards
The strikingly bold “Metal Man” campaign for Inspire Pharmaceutical’s AzaSite® (azithromycin ophthalmic solution) 1% was recently named a finalist for Best Professional Sales Aid by Medical Marketing and Media and for Professional Campaign of the Year by PM360 magazine. The campaign, which was built on the key product insight that AzaSite® is capable of restoring the ocular surface, has resonated powerfully with eye care professionals and resulted in an unprecedented increase in prescription volume for the brand.
July 2010
MEDICAL MARKETING & MEDIA
The Agency Issue
Dudnyk ranks in top 75 in agency issue
With a 34% increase in revenue from 2009 and an explosion of internal growth, Dudnyk is “on a roll,” says president Frank Powers. “We’re as big as Dudnyk has ever been.”
Dudnyk’s multichannel offerings attracted an impressive number of clients during the past year, with new products ranging from an antidepressant to dental devices. Many companies are turning to Dudnyk to launch their new products, using the creative shop’s legendary boldness to help them make an impact in a cautious marketplace. “By being bold while others are pulling back, clients can gain mindshare and marketshare,” says Barry Schmader, EVP, Chief Creative Officer.
May 2010
Dudnyk Employees March, Fundraise for Babies
You know the people at Dudnyk for their superior brains and tremendous gut instincts, but what about their hearts? Well when it comes to charities, their hearts are in the right place, with caring in abundance. And what's a more deserving charity than the March of Dimes?
May 2010
Unbranded promotional efforts making a comeback
The instigator of bold branding espousing an unbranded approach? Sure, Dudnyk has always had, and continues to foster, a thriving unbranded practice, and Barry’s been at the heart of it. He’s seen firsthand the power of speaking in a brand voice through unbranded tactics. It ain’t your father’s advertorial. But as recent events demonstrate (Novartis received an FDA warning letter for an unbranded campaign), you have to know the rules. Barry knows his way around that block, so PharmaVOICE magazine asked him to share his experiences.
April 2010
Becky Bodenner takes a stand in MM&M Magazine
Our intrepid Creative Director, Becky B., busts out an opinion piece on the kind of creative work that today's agency professionals are producing for and about the older population — a top consumer group in healthcare. See what she has to say about the good...and the "not so much."
April 2010
Frank Powers on market research in a multichannel world
PharmaVOICE magazine reached out recently to top opinion leaders in the pharma marketing world to find out how the multichannel environment is changing market research and messaging. Frank imparts his wisdom about the way to discover media-neutral insights in the midst of a digital revolution. Communication is not just about the medium; it’s about the message.
February 2010
Frank Powers on building strong agency/client relationships
Dudnyk's formula for success
What makes for strong relationships in the pharmaceutical marketing world? PM360 magazine asked Frank Powers, president of Dudnyk, about the secret of his strong relationships, and he cited the same attributes that build successful personal relationships: Mutual respect. Open communication. And perhaps the most important thing? Honesty—the willingness, for the good of the partnership, to speak up when necessary, to challenge another’s ideas in an environment that encourages genuine collaboration, in the interest of achieving the best outcome in the work.
January 18, 2010
PharmaVOICE Editor's Choice
Dudnyk's Barry Schmader is taking names
Or should we say talking names with PharmaVoice editor Robin Robinson. Barry discusses with Robin the FDA's pilot program designed to stop potential drug name mix-ups at the pharmacy. They also get down to talking about the program's potential impact on the future of the “name game”—the tricky process whereby new drug candidates obtain approval for their brand names, a key first step in the marketing of a product.
Horsham, Pa., January 8, 2010
DUDNYK SNARES BECKY BODENNER AS SVP, CREATIVE DIRECTOR
Bodenner has spent her career as a copywriter and then Creative Director at some of the industry’s top agencies.
Dudnyk, the multichannel, healthcare communications agency, today announced the appointment of high-profile, senior creative Becky Bodenner as Senior Vice President, Creative Director. Bodenner will join Barry Schmader, Chief Creative Officer, in leading what many industry leaders point to as one of the best creative departments in the world of pharmaceutical branding.
Horsham, Pa., December 31, 2009
Dudnyk Wins Inspire Pharmaceuticals Accounts
Inspire Pharmaceuticals, Inc. (NASDAQ: ISPH) named Dudnyk, a multichannel, healthcare communications agency, as agency of record for two leading eyecare brands—AzaSite® (azithromycin ophthalmic solution) and Elestat® (epinastine HCl ophthalmic solution).
Horsham, Pa., December 8, 2009
Dudnyk Fuels Growth, Promotes Barry Schmader to EVP, Chief Creative Officer
Schmader is the Catalyst Behind Dudnyk’s Signature Branding Style
Dudnyk, the multichannel, healthcare communications agency, named pharmaceutical advertising trailblazer, Barry Schmader, as the agency’s Executive Vice President and Chief Creative Officer. According to PharmaVoice magazine, Barry’s “conceptual ability, bold style, and consumer slant result in some of the more aggressive, focused advertising being done in the industry today.”
Horsham, Pa., December 3, 2009
Dudnyk Blazes New Trails, Wins PM360 Brand of the Year
Visually Striking, Bold Launch Campaign Forged for MOXATAG
The innovative launch campaign for MiddleBrook Pharmaceuticals’ (NASDAQ: MBRK) MOXATAG® (amoxicillin extended-release) Tablets was crowned Infectious Disease Brand of the Year by PM360 magazine. Dudnyk—the multichannel, healthcare communications agency—created the brand’s compelling identity. Using the bold imagery of molten ore poured into a “MOXATAG” mold with the words, “The First Once-Daily Amoxicillin Is Formed,” conveys the product’s newness and strength.
Horsham, Pa., November 18, 2009
Dudnyk Joins Forces with ComVort Group Worldwide, Enhances Bold Offering Globally
Agency will work alongside more than 170 partners
around the globe.
Dudnyk, the multichannel, healthcare communications agency, has been selected as the newest partner agency in ComVort Group Worldwide, the world's largest network of independent marketing communications agencies. As part of the ComVort Group, Dudnyk—located in suburban Philadelphia—will work alongside more than 170 partner agencies around the globe.
Horsham, Pa., November 17, 2009
BOLD FUTURE FOR DUDNYK: POWERS PROMOTED TO PRESIDENT
The appointment signals a greater focus on strengthening integrated offerings within the company
Agency veteran Frank Powers has taken the helm as President of Dudnyk—the multichannel, healthcare communications agency. The appointment signals a greater focus on strengthening integrated offerings within the company. Dudnyk provides advertising, marketing, and other services to pharmaceutical, device, and diagnostic firms ranging from pharmaceutical giants to emerging biotechs.
Horsham, Pa., October 08, 2009
DUDNYK MAKES BOLD MOVE TO STRENGTHEN MANAGEMENT TEAM
Scott Greisler returns, adding seasoned leadership and
solid relationships
Dudnyk, a full-service, healthcare marketing and medical advertising agency, announced today that industry veteran Scott Greisler has joined the company as Senior Vice President, Director of Account Services. Dudnyk serves companies in the pharmaceutical, biotech, medical device, and managed markets arenas.
August 2009
PharmaVOICE
The Brand Champions
The PharmaVOICE 100
One of the best-known and respected creative icons in the Pharma advertising industry, Barry Schmader has been the inspiration behind Dudnyk's signature branding style.
In his almost 24 years at Dudnyk, Mr. Schmader has been the constant driver of quality creative in the pharmaceutical advertising field...
Horsham, Pa., August 28, 2009
DUDNYK CONTINUES GROWTH WITH TWO NEW HIRES
Scott Harper and Heather Wagoner Join Expanding Dudnyk Team.
Dudnyk, a full-service, healthcare marketing and medical advertising agency, announced today that Scott Harper and Heather Wagoner have joined the firm as Account Group Supervisor and Account Executive, respectively. Dudnyk serves companies in the pharmaceutical, biotech, medical device, and managed markets arenas.
August 4, 2009
MED AD NEWS
Insider
Forging a Bold Brand Identity
By Gina Molari
Dudnyk put the pedal to the metal in its professional campaign objective for the antibiotic MOXATAG Tablets 775 mg. The goal of the campaign, agency executives say, was two-fold: to focus on proving MOXATAG's value and help launch MiddleBrook into the anti-infective space. MiddleBrook Pharmaceuticals, Inc. selected Dudnyk for the MOXATAG launch based on the agency’s anti-infective marketing experience and bold approach to branding...
...As the agency-of-record on the MOXATAG account, Dudnyk launched a U.S.-based campaign in April to a broad professional audience with journal advertisements, direct mail and other targeted tactics, as well as a Website. Initially, the agency needed to focus on differentiating MOXATAG as the first once-a-day amoxicillin and let people know that the new formulation of amoxicillin was a real true advance...
Horsham, Pa., July 29, 2009
DUDNYK PARTNERS WITH MIDDLEBROOK TO CREATE MOXATAG® BRAND
Dudnyk selected for the MOXATAG launch based on the agency's anti-infective marketing experience and bold approach to branding.
New product launches are rare in the pharmaceutical industry these days, and even more rare is a launch of a first-of-its-kind medication. Dudnyk, a full-service, healthcare marketing, branding, and advertising agency, was selected to handle all professional branding for MOXATAG (amoxicillin extended-release) Tablets, 775 mg, the first and only FDA-approved once-daily amoxicillin. MiddleBrook Pharmaceuticals, Inc., selected Dudnyk for the MOXATAG launch based on the agency’s anti-infective marketing experience and bold approach to branding.
July 2009
MEDICAL MARKETING & MEDIA
The Agency Issue
The Top 75: Dudnyk
By Tanya Lewis
…While it was a modest 9% growth year for Philadelphia-based Dudnyk, it was a great year for the agency in terms of product launches and organic growth.
“Our creative, strategic and scientific acumen is being recognized and awarded with product launches across the breadth of our roster—from big pharma to devices to biotechs to start-ups,” says Frank Powers, EVP, management supervisor…
June 3, 2009
PHARMACEUTICAL EXECUTIVE
Agency Buzz
Agency Confidential
Frank X. Powers
Executive Vice President | Dudnyk
What can change is what advertisers depict in many of the DTC ads for serious health-threatening conditions: the happy patient. Perhaps the actual creative content could more accurately reflect life and what patients face, both from a medical and financial standpoint.
I expect that the recent FDA rebuke will result in an increase in unbranded promotions and programs; more focused on disease and condition education rather than just brand awareness…
June 2009
PM 360
Industry Briefs
...Website Launch
Dudnyk (Horsham, PA), a healthcare marketing and medical advertising agency, has showcased its creative work on the newly launched www.dudnyk.com. The site highlights the agency's portfolio and case studies, including its “Tame the Flame” campaign for Durezol, the first commercial product launched by Sirion Therapeutics...
June 2009
PM 360
THINK TANK: The Greatest Creators
Expert Insight Into Successful Creative Campaigns
WHAT MAKES AN AD CAMPAIGN really click? What are creative industry insiders talking about, and where's the business headed?...
...Dudnyk's Barry Schmader also noted a shift in promotional campaigns: “One area where creativity seems to be finding new and different means of expression is in some of the unbranded (corporate, disease awareness, or “issues”) promotional work being done...We're beginning to see some outstanding and differentiating creative ideas emerge.”...
In the following pages, each of our think tank participants shares a campaign that best exemplifies their own unique approach to the brief. We hope this adds another dimension to your own dynamic creative partnerships...
Horsham, Pa., April 1, 2009
BOLD BRAND SOLUTIONS AT THE NEW DUDNYK.COM
Dudnyk, a full-service, healthcare marketing, branding and advertising agency, announces the launch of an all-new Dudnyk.com website, showcasing an ever-evolving and extensive range of creative work.
The goal of the new site is to allow easy access to the extensive and compelling portfolio for users—new business prospects, prospective employees, and marketing/advertising professionals.
Horsham, Pa., March 25, 2009
DUDNYK PARTNERS WITH SIRION THERAPEUTICS ON THE LAUNCH OF THEIR
FIRST COMMERCIAL PRODUCT, DUREZOL
Agency Develops Identity, Imagery, Packaging and Launch Materials for Professional Sales
Dudnyk, a full-service, healthcare marketing and medical advertising agency, announces the successful launch of Durezol™, the first and only topical ophthalmic steroid with FDA approval for postoperative inflammation and pain. Sirion Therapeutics, Inc. selected Dudnyk for the Durezol launch based on their bold branding capabilities and extensive ophthalmic experience.
Horsham, Pa., March 17, 2009
DUDNYK NOMINATED YET AGAIN FOR MED AD NEWS MANNY AWARD
Agency has been fortunate either to have been nominated or to have won a Manny for 10 of the last 12 years.
Some agencies wait a lifetime to be nominated for a coveted Med Ad News Manny Award. Dudnyk, a full-service healthcare marketing and medical advertising agency has been fortunate either to have been nominated or to have won a Manny for 10 of the last 12 years.
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