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      It took a few months for the scale of change to sink in. But sometime last winter, BW Health Group CEO Tom McDonnell found himself fielding a question he’d heard dozens of times from phase II biotech companies — “How do we know when we’re ready to hire a chief commercial officer?” 
      




      Only this time, he felt differently. “I suddenly had a lot more to say,” he recalls.
      




      That moment crystallized what the agency’s whirlwind year had made possible, with a new structure, new hires and a sharper sense of purpose. And at the center of it all? A deceptively radical idea: Simplicity is the ultimate sophistication. In a chaotic year for pharma and policy alike, BW Health Group is betting that the companies that win will be the ones that cut through noise, with a strategy that’s focused, storytelling that resonates and operations that work as cleanly as they sound.
      




      Last year, BW Health Group’s revenue surged 53% to $30 million, its best year ever, cementing its connection to new owner Danforth Health. While BW Health Group’s medical marketing arm, Benchworks, remains intact, operations are increasingly unified under the Danforth Health umbrella. BW is playing a growing role in guiding companies earlier in their lifecycle, particularly those nearing the end of phase II, on how to prepare for commercial launch, including building infrastructure ready for chief commercial officers.
      




      BW Health Group now has access to a pipeline of more than 500 Danforth clients, roughly 200 of which are entering the commercialization phase. It’s an underserved niche, McDonnell says. 
      




      “I was on the manufacturer side with great companies such as Abbott and Shire, and then I went to a small startup and saw what services were available,” he explains. “Our belief is that the greatest innovation is coming from small startups, whether in rare disease, cell gene therapy or new technologies, and we believe that we can provide them with world-class commercial services. We can help companies navigate this amazingly difficult path as they bring their products to life.”
      




      BW Health Group creative sample
      




      Its “three-engine” model — agency, consulting and research — relies on cross-functional collaboration and leadership from pharma veterans. The firm positions itself as a more agile alternative to large consultancies such as McKinsey or Deloitte, with consulting accounting for about 40% of revenue.
      




      A key differentiator, McDonnell says, is pairing former industry execs with junior consultants, creating a blend of real-world experience and sharp analytics. Together with its full-service agency team and research unit, BW Health Group offers a unified go-to-market approach for small to midsize life sciences companies.
      




      It added 11 new staffers, ending 2024 with 80 people, up from 69 in 2023. Key hires include Gabe Capone, executive creative director, and Laura Jordan, executive director of client services. And it expanded into market research with the acquisition of VPMR, formerly Verispan’s Primary Market Research Division. 
      




      Even in these turbulent times, McDonnell is optimistic the agency can keep its growth streak going. His belief that true innovation comes from small startups, especially in rare diseases and cell and gene therapy, drives the group’s mission. As Danforth Health grows, BW Health Group is poised to play an even greater role in helping these companies move from promising science to commercial success.
      




      




      One insight from a consumer campaign to apply to medical marketing
      




      The gamification approach pioneered by fitness apps such as Strava and Nike Run Club offers a powerful framework for pharma marketing. These consumer brands transformed routine exercise into engaging experiences through achievement badges, progress tracking, community challenges and social sharing features. This gamification strategy addresses a fundamental healthcare challenge: maintaining patient motivation throughout lengthy treatments. — McDonnell
      




      Click to see BW Health Group’s Agency 100 2024 Profile.
      




      Click here to return to the MM+M Agency 100.
      


                        
                        
                        
                        

      
	
		From the June 01, 2025 Issue of MM+M - Medical Marketing and Media