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Over the course of 35 years in the agency world, Neil Matheson has seen it all — the mainstreaming of medical marketing, the rise of the network superpowers, the industry-transforming shift to digital communications and platforms. He cofounded venerable brands such as ApotheCom and led the Huntsworth Health network as global CEO for eight years. Yet he remains entranced by the business — or, more specifically, its central mission of getting help for people in need.

“I feel very blessed to have been part of this industry during a period of time when there’s been so much progress,” he says. “Someone asked me the other day: ‘Are you getting sick of it?’ I said, ‘If I got out of bed and didn’t feel excited about the day, then it would be time to retire.’”

Judging by the quick growth of Citrus Health Group, which he cofounded last year after a trio of acquisitions backed by PE firm NaviMed Capital, Matheson is feeling pretty good most mornings. In its first full year, Citrus generated revenue of $29.9 million, up 75% from the $17.1 million generated by its component firms (Citrus Access, Citrus Scientific and Prescott Medical) in 2022. Late in 2023, the organization broadened its base with two additional acquisitions, MedLogix Communications and The Curry Rockefeller Group.

The client roster grew to include A-listers in the realms of urology (Sumitomo’s Gemtesa), oncology (Grail’s Galleri, Novocure’s Optune Gio), sleep disorders (Avadel’s Lumryz) and neurology (assignments from AbbVie, Otsuka and Neurelis). Matheson is particularly proud of the company’s work for Amgen on a manuscript that was published by The New England Journal of Medicine. 

Head count, in turn, more than doubled, to 146 full-timers at year’s end from 63 at its outset. Key hires included chief people and culture officer Nicole Laird, who arrived from Inizio.

Even amid the growth, Matheson views Citrus as a boutique. “People say, ‘Doesn’t that mean you’re small?’ No!” he explains. “You go to a boutique, you get somebody who’s interested in you. At certain stores you might even get handed a glass of Champagne. That’s the level of service we’re talking about at Citrus.”

He bemoans that many of the big communications conglomerates have either lost the ability or the will to provide that level of service, and wonders if the influx of private equity funds may have something to do with it — Citrus’ own PE backing notwithstanding.

“In some instances, it may have led to a lack of humanity in the industry, a loss of the human element,” Matheson explains. “We can’t lose that. If you get the people part wrong, you’re going to have problems.”

Look for Citrus to grow its MSL training and regulatory writing capabilities in the months ahead, possibly via acquisition. Matheson is also keen to add HEOR/real-world evidence muscle.

Whatever path Citrus takes, Matheson pledges that the company will traverse it with confidence and verve.

“I’ve said this for 35 years: Agencies have to keep reinventing themselves. If you’re not constantly thinking about staying in front, you get left by the wayside,” he says. “If something goes bump in the night, you deal with it. You can’t be paralyzed by the environment you’re in.”

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Work we wish we did

Capital One Venture Card’s Chuck Blimp. Making this ad would have been a huge amount of fun. The participants — Jennifer Garner, Spike Lee, Samuel L. Jackson, Jim Nantz and Charles Barkley — are diverse, each having their own specific perspective of the world. Ads must engage and entertain, and this one does just that. — Matheson

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