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Need a proof point that Snow Companies has established itself as an A-list player across marketing specialties? Coming up on its 23rd birthday, the agency cracked the $100 million ceiling for the first time.

To hear Snow president Blake Shewey tell it, the significance of the number shouldn’t be understated. “That was a massive milestone from an agency standpoint,” she says. “We were founded in 2001, so to have had that consistent kind of growth was big.”

The steady rise serves as a foundation of sorts for what Shewey sees as Snow’s next act: evolving its specialty of patient engagement. But in 2023, Snow hewed to its post-pandemic strengths. 

“It was a back-to-the-basics year,” Shewey notes. “2023 was about those core basics within the organization — our ambassador and mentor programs and patient programs — and then working with clients on the most effective way to evolve them in the post-COVID-19 world.”

Revenue surged just north of 22% to an MM+M-estimated $101 million in 2023, from an estimated $82.5 million in 2022. Head count rose from 351 at the end of 2022 to 377 a year later.

Shewey attributes the growth to Snow’s enduring client relationships, some of which have extended for a decade or more. “They’ve been part of building the agency along with us,” she stresses.

Roster mainstays include Novartis, Alexion Pharmaceuticals, Gilead and Boehringer Ingelheim. The agency added Eli Lilly, Replimune and Avadel Pharmaceuticals to the list in 2023.

Shewey highlights the agency’s work on Alexion’s hypophosphatasia (HPP) franchise. HPP is a rare genetic disorder that disrupts the mineralization of bones and teeth, which can lead to skeletal abnormalities. A patient engagement campaign for Strensiq spanned multiple channels, including point of care, video/CTV, social media and a live patient ambassador program.

Campaigns such as this, in which Snow flashes its patient-engagement chops, differentiate the agency from many similarly sized peers, Shewey believes.

“It’s not always what’s right for most clients in that capacity, but for the smaller biotechs, where they’re trying to do more with less, it’s definitely been a growth driver for us,” she says.

The campaigns that most excite Shewey’s imagination are the ones that involve patient councils — populations of 150 to 200 people all dealing with a similar condition, who share their experiences with a given drug.

“They’re engaging across the entire continuum of the product life cycle,” Shewey explains. “Whatever the scale of the population, we have a firm belief that if you are bringing products to market, you should be partnering with patients in whatever capacity that you can.”

In the first half of 2024, Snow has had plenty of opportunity to evolve on that front. Shewey says the company is committed to exploring the places in which AI technology will play a role for patient care — and the ones in which human connection will remain paramount.

“I feel privileged that I get to sit at this intersection, where we will always champion the importance of people knowing they’re not alone,” she says. 

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Work we wish we did

A recent piece of healthcare marketing that impressed us is the cover for Jonathan Haidt’s book The Anxious Generation. A cover design is, of course, marketing for a book — in this case, one that’s related to mental health. — Shewey

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