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Despite the name, Publicis Health Media CEO Andrea Palmer says she barely considers the firm to be a media agency.

Beyond the traditional media agency services that clients may have come to expect, Palmer says the modern PHM emphasizes data integration and technology as key aspects of its offerings.

“We can refine and hone the delivery of media around real-time, real-life occurrences in ways that are more meaningful than it ever has been,” she says. “Tech enables us to understand patient journeys and create different relationships with people.”

So far, the PHM way is working — at least as it relates to the topline results. 

In 2024, its revenue increased from $191 million to $225 million, while its head count increased from 667 full-timers to 697 employees. 

Palmer credits the network-owned agency’s organic growth to a series of new client wins — especially among smaller biotechs — as well as the expansion of services across different audience segments.

Notably, PHM is among the most active agencies when it comes to implementing AI into its workflows. 

Palmer says the technology has moved past being considered a theoretical concept and is now being utilized to optimize media buying for pharma clients. 

In addition to refining media placement strategies, she cites examples of how the agency’s AI capabilities have provided better insights into insurance coverage changes for clients’ medications and identified more effective geographical and demographic audience targeting.

As Palmer notes, the power and accuracy of the tool have also made remarkable strides within the period of only a few months.

“I can’t think of a moment in time where things move that quickly from a loose-but-promising concept to prime time, ready for action,” she says.

Carrie Beatrice, director of marketing at Organon, credits PHM with a “progressive approach” that delivers plans that are culturally relevant and infused with lifestyle-driven insights.

Beatrice says the drugmaker saw the most growth last year while working with PHM’s content integration team, adding that integrations spanned multiple formats including video and social.

“One moment that exemplified PHM going above and beyond was when it identified and executed a first-of-its-kind measurement opportunity in pharma — linking social media exposure to product conversion,” she says. “Navigating that uncharted territory could have been daunting, but PHM’s clear guidance and strategic leadership gave us the confidence to invest in the pilot. It was a bold move that paid off as it created greater visibility and understanding of return on investment.”

Nothing stays perfect forever and Palmer is quick to note the agency is focused on remaining flexible and prioritizing contingency planning amid industry uncertainties. 

These include potential regulatory changes coming out of the Trump administration, shifting user preferences on social media platforms and the continued advent of AI across enterprises. Still, Palmer anticipates continued growth in 2025 by leveraging AI to enhance the patient journey support and media delivery for clients.

She says the technology enables a capability the agency has long been talking about: understanding when the investment in the marketplace is performing and delivering results. 

One insight from a consumer campaign to apply to medical marketing

Novartis’ Your Attention Please: I love this campaign because it is a health campaign that acts like a consumer campaign. By turning the viewer’s expectation on its head, it reframes the conversation about breast health and captured attention on advertising’s biggest night: the Super Bowl. — Palmer 

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