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Fingerpaint Group entered 2023 hoping to expand its offering in two specific areas: medical communications and market access. It exited the year having checked both of those boxes, with some in-house AI innovation added for good measure.

To address the med-comms need, Fingerpaint purchased PharmaHealthLabs, an agency specializing in oncology and biologics, in March 2023. The company was rebranded as Fingerpaint Medical Communications shortly thereafter. A month later, Fingerpaint acquired market access specialist The Mynd Group. PharmaHealthLabs head Jennifer Harmon and Mynd Group head Jonathan Magid both remain with the organization, leading their respective units.

Paired with numerous other acquisitions over the past four years, the two 2023 deals gave Fingerpaint a commercialization platform that rivals anything assembled underneath a network umbrella. Revenue inched up just under 2%, to $179.1 million from $176 million in 2022. Staff size declined from 705 full-timers at the start of the year to 680 at its conclusion. 

On the client side, founder and CEO Ed Mitzen notes the agency launched products in nine therapeutic categories during 2023 and touts its work on behalf of Novo Nordisk and Zoetis as among the year’s highlights. Other roster mainstays include Bristol Myers Squibb, Otsuka, Teva Pharmaceuticals and Ferring Pharmaceuticals.

The company decided to devise its own AI solution, rather than working with an outside vendor. Wet Paint is designed as a force multiplier, one that employs AI to amplify Fingerpaint’s existing strengths rather than forage for new ones.

Key personnel additions included SVP, group account director Bridget Hay-Perez, who previously held the same title at McCann Health, and EVP, engagement and digital strategy William O’Bryon, formerly SVP, omnichannel and digital engagement, data and digital products at Eversana.

Taken together, the year’s additions allow Fingerpaint to compete with larger holding companies without compromising its entrepreneurial culture, Mitzen says. However, he stresses that Fingerpaint — which is backed by private equity firm Knox Lane — isn’t merely buying agencies for the sake of buying agencies.

“There are a lot of companies that have wanted to join us, but we also look for a cultural fit with an equal set of values,” Mitzen explains. “So we can afford to be pretty selective.” 

With the topsy-turviness of the emergency phase of the COVID-19 pandemic in the rearview mirror, Mitzen believes increased medical marketing M&A activity is imminent. Fingerpaint, unsurprisingly, is likely to remain active on that front, with a deal or two possible before year’s end. The organization has its eyes set on further global expansion — that is, so long as that expansion can be conducted in a smart, methodical manner.

Indeed, as he heads into the back stretch of 2024, Mitzen remains bullish. “It’s been a wild ride,” he says. “I’m excited about our future.” 

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Work we wish we did

The Barbie movie marketing campaign is a prime example of leveraging advanced technologies to create a profound and lasting difference in people’s lives. Its omnichannel approach seamlessly blended digital, traditional and experimental tactics, delighting audiences at every interaction. Through AI innovation, it crafted an immersive experience that ventured beyond the conventional while also delivering an impactful social message that people could take with them well after the movie ended. — Bill McEllen, global president

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