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You’ll have to allow Klick Health founder, chairman and group CEO Leerom Segal a few moments of boasting when he talks about the company’s “unfair advantage” with AI. After all, AI is based on data. And Klick has been collecting data — lots and lots and lots of data — since Segal, a high-school hacker, founded the company with two colleagues in 1997. How much data does Klick have? Let’s just say it calls just one part of its vast database MedOcean.

The data comes from both internal and external sources. Twenty-four years’ worth of company work data is at the heart of Klick’s internal-use generative AI tool Genome Perspective, which provides a succinct example of how the company approaches AI. The tool, according to the company’s website, is “the first to be developed by an advertising agency to expedite project planning and increase the efficiency and velocity of delivery to clients.”

Simply put, Genome Perspective relies on the piles and piles of data the company has been collecting on its internal processes to build models that eliminate repetitive tasks, answer questions before they are asked and develop briefs. In short, Klick employees start many of their projects on second base rather than in the batter’s box.

And Genome Perspective is far from the only AI tool Klick has developed from its data in the past year. There’s Klick Site AiQ, a marketing audit and assessment tool designed to optimize brand strategies. There’s Klick Comment Moderator+AI (KCM+AI), a social media comment guardian powered by AI. There’s an AI-enabled tool that pairs a 10-second clip of a person’s voice with their health data to provide an 86% to 89% accurate diagnosis of type 2 diabetes. Yet another tool makes it easier for HCPs to obtain payment data.

Klick added a mere 22 employees in 2023 — it ended the year with 1,509 people in its ranks — but the company reports it once again grew by double-digit percentages. MM+M estimates Klick generated $605 million in revenue during 2023, up from an estimated $510 million in 2022.

“A lot of people compare AI to the internet or social media or mobile,” Segal explains. “I think that’s wrong, because they weren’t quite as transformative [as AI]. The right analogy is electricity, which transformed physical labor into machine labor — and I think AI is doing the same thing for intelligence, wisdom and creativity.”

One of the central tenets of Klick’s identity is that it is a people-first culture. The company expends tremendous effort on maintaining its culture and keeping Klicksters, as employees call themselves, happy. Those Klicksters are a select bunch: CEO Lori Grant reports that the 22 employees the firm added in 2023 were culled from 109,000 applicants. (For those calculating at home, that’s a .02% acceptance rate, which means you have a much better chance of getting into Harvard than getting a job at Klick.)

The culture is self-affirming, though, as demonstrated by the early results of the Klick Prize, a competition to award $1 million to employees for their best AI ideas. Some 200 ideas were submitted after the contest was announced in December; first-round results were announced in early May, with a four-person team splitting $100,000 for their plan to use AI to speed up the MLR process by 10 business days per product marketing cycle. (Segal notes that Klick’s data ocean contains, among other things, every warning letter ever sent by the FDA, good intel for an AI tool aimed at the onerous MLR process.) If Klick can truly break the MLR logjam, it may well have grabbed medical marketing’s Holy Grail.

Creatively, Klick had a fine 2023 under the leadership of chief creative officer Rich Levy. It produced American Cancer Story, a 90-second film about the twin epidemics of cancer and gun violence affecting American children. Created on behalf of nonprofit Change the Ref, the film features an all-star roster of Hollywood creative talent; it has been viewed more than 3 million times on YouTube.

Other hits included animated work for Café Joyeux, a French coffee chain that employs the neurodiverse, and support for Incyte’s vitiligo treatment Opzelura.

Grant explains that the agency trains each of its employees on the Klick client experience manifesto. “It’s designed to make sure that each person works with our clients [toward] their ultimate success. That’s why we’re here: to help them with their commercial success and have a really incredible experience with us,” she says.

The firm’s international expansion reached full stride in 2023. Klick president Ari Schaefer notes the company is delivering work across 12 markets in its three main international regions: Europe, Latin America and Asia/Pacific. When asked for the secret sauce, Schaefer points to Klick’s single-P&L approach to business.

“The client never sees the hard work that goes into it,” he says. “We want their experience to be as frictionless as possible.”

COO Greg Rice agrees, adding, “A decade ago, many of our clients called us their agency. Now they call us a business partner.”

The homepage of Klick’s website proclaims that “there’s something different here.” One can’t help but wonder if the difference lies in the fact that it is a Canadian company, headquartered in Canada’s biggest city. Far from the 51st state many Americans consider it to be, Canada has a separate and distinct culture. When asked if its Canadian provenance is at least a part of Klick’s success, the entire executive team offers a characteristically polite uniform chuckle before Schaefer jumps in.

“I don’t think it’s an overly Canadian thing,” he says. “I do think that we as Canadians over-index on the things that make Klick special, such as empathy. In times of evolution, we find ourselves supporting each other — and while that may be a Canadian trait, I would argue that it’s more of a Klick trait.” 

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Work we wish we did

One of our favorite campaigns over the past year was Renault’s Plug Inn. Not only is it an amazingly innovative way to get more people to consider electric vehicles, it’s also a simple solution to a huge problem. We wish the idea was exported to everywhere in the world. — Rich Levy 

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