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      Matthew Murphy likes to describe Synapse, the agency he leads as managing director, as “sticky.” He intends it, not surprisingly, as high praise.
      




      “When clients move, when they change jobs or roles, Synapse is likely to follow,” he says. He believes those relationships are why the company continues to grow: Revenue climbed just under 9% in 2023, to $61 million from $56 million the previous year.
      




      A healthy percentage of the 2023 growth is attributable to an expanded relationship with Novartis’ immunology arm, both for commercialized products and pipeline ones. Other client mainstays include AstraZeneca and Biohaven. 
      




      Synapse has enjoyed similar stability on the leadership front. Head count grew from 206 full-timers at the start of 2023 to 215 at its end, with mid- and junior-level staffers making up the difference. “Our leadership team, senior group and middle managers have been here for a long time,” Murphy says. 
      




      Asked about challenges Synapse faced during 2023, Murphy points to the type of challenge that most companies are more than happy to confront: managing growth. He says Synapse handled it by creating “good scalable models and growing teams across the agency.”
      




      Synapse creative art
      




      As for what distinguishes Synapse from its agency-world peers, Murphy believes a handful of partnerships with market-research organizations gives the company a leg up on efficient support for clients’ physician-education efforts. He also touts the size of the agency’s medical and scientific affairs departments.
      




      Like many other firms, Synapse pushed forward with its use of AI over the course of the last year. As the technology continues to reshape industry operations and offerings, the agency says the question has evolved from “Are you leveraging AI?” to “How can you leverage AI?” Murphy reports the agency has been tapping proprietary algorithms to help brands maximize their commercial potential since 2004.
      




      “But it is the incorporation of human intelligence into artificial intelligence that distinguishes our approach. Through our depth of expertise in science, creative and omnichannel strategy, we are able to understand the best ways to make AI work for us” is how Synapse puts it in its Agency 100 survey.
      




      On the client front, oncology, immunology and cardiovascular disease continue to be major growth areas. The agency has also observed continued investment in disease-awareness and disease-state-education programs.
      




      “It used to be that education would come out six to eight or six to 12 months prior to launch,” Murphy explains. “Now we’re seeing it up to two years prior to product launch.”
      




      This approach aims to elucidate the unmet needs in a particular disease state to set clients up for success well in advance of a launch. Synapse is also seeing a growing emphasis on catering to small patient populations.
      




      Murphy anticipates additional growth in the remaining months of 2024 and beyond. Look for Synapse to continue to prioritize its uses of AI, analytics and data. 
      




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      Work we wish we did
      




      The Highlight HLH website page on hemophagocytic lymphohistiocytosis (HLH), a rare and potentially fatal hyper-inflammatory condition, takes a complex topic and makes it simple and engaging. — Murphy
      




      Click to see Synapse’s Agency 100 2023 Profile.
      




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