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More clients are investing in connecting with real patients, and doing so earlier into clinical drug development, according to Lynn Kirkpatrick, the chief of client services at Snow Companies. 

Patient engagement is an area Snow evolved over the past year to match shifts in marketing that it had started to suss out. 

Kirkpatrick says Snow is making sure “[patients] are in the hallways and talking to the organization at large.” To improve those interactions with real patients, Snow has worked on establishing best practices for its clients and those standards are followed throughout its clients’ organizations.

The Omnicom-owned agency’s growing focus on patient engagement paid off. Last year the agency broke through the symbolic $100 million revenue milestone, and according to MM+M’s estimate, that figure ticked up to $104 million in 2024. Snow currently works on roughly 200 brands across more than 70 clients. 

Kirkpatrick and Blake Shewey, Snow’s CEO, call out their work with Novocure as representing what Snow Companies does best. 

“The Optune Gio Ambassador Program is a long-running initiative with Novocure and Snow Companies that exemplifies our work in patient engagement, showcasing how peer-led support, digital storytelling and authentic patient voices can drive meaningful impact across multiple channels,” Kirkpatrick shares. 

The agency and client identified, trained and engaged the ambassadors, who are located across the U.S. and overseas. The ambassadors are taught how to bring their personal experiences to life with one-on-one conversations through the program, which Snow operates. 

Novocure praised the program, as well as its broader relationship with the agency. 

“Snow Companies is a uniquely valuable agency partner, offering specialized services that set them apart from others in the field,” says Laura Lauricella, senior product manager, patient marketing at Novocure, adding that she sees their expertise in “creating and executing impactful programs that foster meaningful patient-to-patient connections.” 

Snow has also facilitated Novocure’s in-person summits for glioblastoma, a rare and challenging disease. As Lauricella put it, the event required four months of detailed planning, and Snow executed it flawlessly. Snow even created a “unique and heartfelt giveaway for our patients — something that was both meaningful and deeply appreciated,” Lauricella says. Snow also delivered a powerful patient testimonial video for Novocure that blended “high-caliber production with its established expertise in patient storytelling, [which] resulted in a truly compelling and moving piece.”

In 2024, the agency prioritized collaboration with other agencies, both within and outside Omnicom. Shewey and Kirkpatrick emphasize that while Snow plays a distinct role, it must also ensure clients are comfortable working with multiple partners.

“We’re spending time educating ourselves around what an integrated agency model looks like and how we show up as a really unified team,” Shewey says. “We’re making sure that we’re managing a lot behind the scenes for clients with our partners so they’re not having to sort it out on their side. It’s exciting and it also opens up new opportunities and different ways of thinking for our team members.” 

One insight from a consumer campaign to apply to medical marketing

Great consumer campaigns obsess over barriers to action — whether it’s making check-out one click, reducing shame around a topic or simplifying a message. They don’t just inform, they enable. Adopting that mindset in healthcare means co-creating solutions alongside those who might otherwise experience barriers every day. If you do this early, you can prevent any avoidable barriers from the start, saving you from expensive fixes down the line. — Shewey

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