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      Rapp devoted considerable energy in 2023 to a mission of sorts: more effectively merging its precision-
      marketing strategies with consumer- and HCP-facing marketing tactics. Longtime client Eli Lilly served as the test case for the revamped approach.
      




      West regional president Ludovic Gougat says Rapp has endeavored to help Lilly transition its marketing model from a traditional one (read: heavy TV spending) to a more personalized, data-driven one. 
      




      To that end, the agency tapped connected data to create a holistic view of Lilly’s customers, one that allows the company to better understand the needs of its customers and deliver value beyond treatment. The groundbreaking Lilly Direct telehealth model is among the projects on which Rapp and Lilly have collaborated.
      




      Rapp SVP, U.S. health strategy lead Erica Kraus believes the agency’s healthcare clients appreciate that, as they seek to transform their marketing operations with the goal of becoming more customer-centric, they have a partner that can leverage know-how from its work in other sectors.
      




      “We bring the experience of having been on that journey with clients such as Lilly and Merck for many years now,” she explains. “We can be their partner in walking that road.”
      




      Rapp creative sample
      




      Rapp’s revenue was flat at an MM+M-estimated $70 million in 2023, while head count dropped slightly from 576 employees at the beginning of the year to 570 employees at its conclusion. Key additions included former Blend360 partner and regional head Amit Deshpande as global chief marketing sciences officer.
      




      Clients who joined the Rapp roster during the year include Unisys, State Farm and Evolus. They joined Philips, UnitedHealth Group, Peloton and the Irth app on the agency’s client roll. 
      




      Asked to identify a project that embodies Rapp’s particular skills and ethos, Kraus points to the firm’s work with Irth, which offers information for expecting and new mothers from other Black and brown women. The relationship was born from a Rapp contest seeking to identify worthy startup candidates for pro bono support.
      




      Working with Irth aligns with Rapp’s commitments to supporting early-stage startup founders and organizations attempting to address health equity issues while tending to the needs of underserved patient populations. As Kraus notes, when a startup is getting off the ground, few dollars flow in the direction of marketing.
      




      As for what comes next. Gougat expects Rapp to continue to forge stronger connections with its Omnicom siblings. While he acknowledges that the usual agency pace makes cementing these alliances a challenge, he believes that such collaboration is one of the major selling points of living and working within the holding company environment.
      




      “Everybody in the network wants to come together and to break down the walls that have historically kept us apart,” Gougat says. “That’s going to be big for us next year — and I think it’s going to be big across our partnerships.”
      




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      Work we wish we did
      




      Rooted in the insight that 90% of women feel unprepared for perimenopause, Knix’s The Invisible Period sheds light on the physical and emotional realities women face. The powerful omnichannel approach, paired with an educational toolkit designed to empower women entering perimenopause, empathetically advances its mission to dismantle taboos around the female body. — Ludovic Gougat
      




      Click to see Rapp’s Agency 100 2023 Profile.
      




      Click here to return to the MM+M Agency 100.