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Working only in rare diseases is a niche unto itself. But for Rarity Health, that’s not what sets it apart. “We include the patient voice in everything we do,” says Rob Newland, managing partner.

Those deep engagements shape strategies from the start. “We’re on a first-name basis with patients and caregivers. We know their kids’ names. We’ve been to their weddings,” Newland adds. “That leads to lasting relationships, bridging patients, advocacy groups and pharma. We’ve become the constant, especially as brand teams turn over so often.”

These relationships often begin long before launch. The agency frequently conducts advisory boards with patients and caregivers, not just for research but also to build enduring trust. That model paid off in 2024, with revenue rising to $4.4 million, up from $3.6 million. Rarity also grew its core staff to 16, up from 12, supported by a wide network of freelancers.

The agency’s growth stems from a blend of ColdFusion trust and new business wins, including expanded assignments from Pfizer. Among recent hires: Katie Brophy as VP and creative director of copy and Thea Crelin as  SVP of brand and engagement strategy.

“Rarity Health regularly goes beyond the typical agency-client dynamic,” says Brad Jennings, global and U.S. marketing lead for hyperimmunes and critical care at Kedrion Biopharma. “The team joins our key internal meetings, and our entire sales team — over 20 people — knows them by name. When I’m traveling, the team goes straight to Rarity for support.”

The independent agency has always focused exclusively on rare diseases. “We’ve been working with these communities long before this was a buzzword,” Newland says.

That legacy includes a 30-year relationship with Pfizer, which grew in 2024 with new work in hemophilia A, hemophilia B and sickle cell disease. One standout initiative involved partnering with clinical trial participants in a gene therapy program for hemophilia. By listening to each individual’s story and aligning speakers with the right audiences, Rarity helped close the trust gap between patients and new, complex therapies.

“We don’t just create campaigns,” says Ted Newland, Rob’s brother, also a managing partner. (Their father, Ned Newland, founded the agency in 1985.) “We build connections.”

That emotional intelligence has earned the agency deep loyalty. “Rarity Health has a way of making us feel like the big fish in a little pond,” says Bradley Schoenfeld, director of advocacy and professional relations for Pfizer’s rare disease division. “It’s like a Swiss Army Knife — versatile, reliable and able to deliver across a wide range of needs with precision and quality.”

Rarity increasingly finds itself moving from project work to agency-of-record status — a trend it hopes will accelerate in 2025. 

The common thread is problem-solving. “Clients have a challenge. Patients have a challenge. We’re always looking for ways we can close those gaps,” Crelin says.

And while much of the industry grapples with healthcare access and funding turbulence, Rarity’s focus remains relatively insulated from policy swings. “We’re still talking to moms about how to help their kids take medicine,” says Ted Newland. “That doesn’t change with Washington, DC. What matters is being human, being real and building trust.” 

One insight from a consumer campaign to apply to medical marketing

The most powerful insight from mainstream marketing is this: When people see themselves in your story, they lean in. Whether it’s Dove’s Real Beauty or Airbnb’s Belong Anywhere, the campaigns that stick are the ones rooted in truth. In rare diseases, our job isn’t just to communicate — it’s to make people feel seen. That’s what inspires action, builds trust and creates community. Every time we design a visual or craft a message, we ask: Does this reflect someone’s lived experience? If yes, we’re doing meaningful work. — Thea Crelin

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