You may have noticed over the past week that Eversana Intouch has run banner ads on MM+M’s website.
The 2024 MM+M Agency 100 honoree did so as part of a recently launched campaign to highlight its depth of experience with AI and proven impact on pharma client brands.
The campaign is titled Artful Ingenuity, which shares its initials with artificial intelligence, and underscores Eversana Intouch’s expertise in data-driven, creative and AI-forward AOR services, according to chief creative officer Susan Perlbach.
She said the campaign name was chosen to encapsulate the blend of art and science the agency brings to the table.
AI has been a focus for the agency in recent years, with CEO Faruk Capan previously telling MM+M that the innovation is “changing how we can be better.” During that time, Eversana Intouch has excelled, with revenue rising 7% year-over-year to $416 million in 2023.
Artful Ingenuity also represents an evolution from Eversana Intouch’s previous Nextmakers campaign and aims to differentiate the agency from competitors by showcasing its end-to-end AI capabilities, including the production of KOL videos.
Perlbach acknowledged that while other medical marketing agencies have invested in AI tools over the past two years, Eversana believes its holistic approach to AI and commercialization services sets it apart from those who may be focusing on more limited AI use cases.
While some have compared the industry-wide investments in innovative capabilities to an AI arms race, Perlbach said it was more akin to an “AI PR arms race.” Now, Eversana Intouch wants to show prospective clients what they can offer them with this technology at their disposal.
“We feel like this campaign encompasses the blend of that art and science, left brain and right brain at Eversana as well as how we’ve struck the right mix and brought that to the table,” she said.
The campaign rolled out with paid banner ads across multiple media outlets as well as updates to the agency’s website to feature the promotional assets.
Eversana Intouch is also promoting it on its various social media accounts, including on LinkedIn, Meta and X, (formerly known as Twitter.)
Going forward, Perlbach said there are plans for a more comprehensive push involving investments in paid SEO, targeted email outreach to high-interest audiences as well as published thought leadership content.
The goal, she said, is to establish the Artful Ingenuity brand identity and showcase Eversana Intouch’s capabilities to a wider audience.
The intentional decision to lean into the role of an AI pioneer in medical marketing is one that she takes great pride in as a leader on the creative side of the shop.
“I would far prefer any day of the week to be a digital-first agency, figuring out how to integrate omnichannel, the digital content and all of the AOR work than the other way around,” she said. “I don’t know that [our competitors] have thought about things in the same way that we have or have the same kind of innovative brains at the table.”
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{Author}Gordon Faylor{/Author}
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