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VERTICALS

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verticals

VERTICALS

Glue's founders started their careers in the world of consumer marketing, working in parallel tracks on consumer-packaged goods (CPGs), food and beverage, fashion, and travel brands. Armed with this experience, they made the move to the highly regulated healthcare vertical where they met at a WPP agency and launched a string of blockbuster pharma brands. At award-winning Glue, life sciences remain a core strength, along with other regulated industries, financial services, cannabis marketing, and online gambling. Other verticals include B2B and start-ups, and of course, consumer packaged goods, right where Glue’s founders started—and where the vast majority of marketing innovations are introduced.

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Access and Pull-Through

The team at Glue has developed sophisticated access and pull-through programs for a range of prescriptions brands from blockbusters to specialty products. Once a patient has converted to your brand, we believe that a clear and consistent rebate strategy is critical to customer retention and to reduce potential of switching. Read more

START AN ACCESS AND PULL-THROUGH INITIATIVE

Adherence Programs

When it comes to prescription products for healthcare marketers, we believe that the best way to optimize adherence is through personalized programs that leverage an individual’s motivations and barriers. The more personal the messaging, the better the results will be. Read more

START AN ADHERENCE PROGRAM

B2B

Glue has extensive experience helping businesses market themselves to other businesses. Our proven process involves identifying unmet needs, plotting the customer journey, and finding meaningful insights. These learnings support the creation of forward-thinking brand architecture, an effective plan of action, concept development, marketing materials, including sales initiatives and effective tools that forge meaningful connections, generate leads, and grow relationships over time. Read more

START A B2B INITIATIVE

Cannabis

There are a number of formidable challenges involved in marketing CBD- and THC-containing products. To help our clients overcome the fast-changing legal, regulatory, and compliance landscape, expanding supply chain, and informational hurdles, Glue has formed strategic partnerships with the Cannabis Trades Association and Jibe Consultants, enabling us to offer our clients market research support, brand strategy, branding, and overall marketing support that will maximize opportunities across the entire cannabis ecosystem. Read more

SEE HOW WE USED OOH TO LAUNCH NYC’S MOST SUCCESSFUL DISPENSARY

Clinical Trial Recruitment

Too many trials fail to reach their recruitment goals—a situation that has implications on the scientific and clinical value of the results as well as on the key stakeholders: investigators, sponsors, and study participants. Delays in the completion of a study can also shorten a product’s lifecycle, given the limited window of patent life. Read more

START A CTR PROGRAM THAT LEVERAGES AI

Consumer-Packaged Goods

At Glue, we believe that consumer marketing, in particular, the marketing of consumer-packaged goods (CPGs), is something of an incubator for all other kinds of marketing. It’s where experimentation of new ideas, new media, and new platforms happens first. Those are just some of the reasons why Glue loves working in this category. Read more

SEE HOW WE PUT AI TARGETING AND SMART ADS TO WORK FOR RAW GEN

Entertainment

Glue has provided documentary and movie producers, sports teams, and online gambling platforms with multi-channel support including broadcast television commercials, sizzle reels, trailers, and video production. We set online casino-marketer BetMGM apart from the competition with a high level of CGI sophistication and branding elements like the iconic lion, Marcel, and larger-than-life games that convey MGMness to online betting enthusiasts. See how we put CGI to work for BetMGM.

START A PROJECT FOR YOUR ENTERTAINMENT SERVICES COMPANY

Financial Services

Glue has provided banks, credit card providers, venture capital firms, and investment funds with a wide range of services, from company naming, logo design, branding, corporate values, mission/vision generation, photography, public relations, website design, social media, and video production. See how real-people casting resulted in a standout library of images for a national bank.

START A PROJECT FOR YOUR FINANCIAL SERVICES COMPANY

Life Sciences

In the life sciences and healthcare vertical, Glue develops clinical trial recruitment campaigns, market-priming, disease-awareness programs, scientific branding, sales and marketing materials, access and pull-through, copay programs, adherence programs, and patient-journey mapping.

START A PROJECT FOR YOUR LIFE SCIENCES COMPANY

Market Priming / Disease Awareness Programs

How do you pave the way for a scientific innovation that satisfies critical, unmet needs that consumers don’t yet know they’re missing? Read more

PRIME THE MARKET FOR YOUR INNOVATIVE SOLUTION

Scientific Branding

Branding that features a product’s technological reason to believe is scientific branding. Ideally, scientific branding provides a visualization as well as a verbal description of how a product works. The ‘Intel inside’ mark is an example of scientific branding that, in its day, announced that a computer was built with a state-of-the-art processor. Read more

LET US HELP YOU BRAND YOUR TECHNOLOGY

Startup Marketing

Because of Glue’s connections to incubators and angel investors, we are experts at giving young companies exactly what they need at a price they can afford. Our startup packages include market research, mission/vision, positioning, messaging, logos, websites, investor videos, pitch presentations, innovative multi-channel go-to-market ideas, and various combinations of strategies and tactics drawn from this list. And while marketing for startups is a vertical in and of itself, we apply our understanding of financial, CPG, healthcare, and regulated industries to quickly climb any learning curve and contribute value from Day One.

LET'S HELP YOUR STARTUP GO TO MARKET
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Glue has extensive experience helping businesses market themselves to other businesses. Our proven process involves identifying unmet needs, plotting the customer journey, and finding meaningful insights. These learnings support the creation of forward-thinking brand architecture, an effective plan of action, concept development, marketing materials, including sales initiatives and effective tools that forge meaningful connections, generate leads, and grow relationships over time.

We can help startups and established businesses:

  • Gain insight into prospects needs, objectives, buying signals
  • Identify and nurture high-quality leads and coordinate with sales
  • Target audiences by segment
  • Sell more efficiently by reaching the right customers at the right time
  • Track customers as they move through your sales funnel from click to close
  • Facilitate integration and ensure that marketing teams work together seamlessly
  • Integrate with lead-generation platforms
  • Analyze existing CRM programs to fine-tune content and improve engagement
  • Gain visibility into advertising spend with Google Ads Integration
  • Increase alignment across sales, marketing, and service lines

We can help you develop well-conceived communications platforms, effective sales programs, and engaging, elegant, and well-designed websites and sales tactics.

Glue assisted XPO, a Fortune 200 company, in creating a branding architecture to facilitate the spin-off of GXO, which focuses on logistics, from XPO, which focuses on transportation. This restructuring resulted in the formation of two distinct Fortune 200 companies. We then led follow-on activation work for GXO to achieve rapid brand visibility and growth through multiple channels, which included videos, an OOH billboard in Times Square, and print announcements in major financial newspapers. See the launch tactics for GXO.

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There are a number of formidable challenges involved in marketing CBD- and THC-containing products. To help our clients overcome the fast-changing legal, regulatory, and compliance landscape, expanding supply chain, and informational hurdles, Glue has formed strategic partnerships with the Cannabis Trades Association and Jibe Consultants, enabling us to offer our clients market research support, brand strategy, branding, and overall marketing support that will maximize opportunities across the entire cannabis ecosystem.

We can help growers differentiate their product and connect with consumers in powerful ways. While a number of media channels remain off limits to cannabis marketers, celebrity endorsements have proven highly effective at establishing credibility with end-users. In terms of media itself, out-of-home (OOH) advertising sidesteps blockades that have been placed on many print and digital channels.

CBD-containing products have already found a place in health and wellness aisles across the globe. As consumers realize that CBD products are safe and standardized, they’re going to be more comfortable with the cannabis category overall and will be more open to experimenting with low-dose THC products.

Glue believes the next revolution in cannabis marketing will be through low-dose forms that are not smoked, cannabis-infused drinks that are compatible with broader, more socially acceptable consumer behaviors. For example, infused seltzers have experienced the fastest growth rate in the category over the last few years, replacing a glass of wine or beer as a way to relax without risk of a hangover the next day. Today, there is a tremendous opportunity to establish THC-containing products as tools for improving health and wellbeing.

Glue campaigns help cannabis producers and retailers differentiate their brands and connect with consumers in powerful ways. In fact, two go-to members of Glue’s creative team, Jeff Greenspan and Steve Maloy, developed an engaging travel-based campaign to launch one of NYC's first dispensaries for Fortnight Collective: a travel-inspired brand-name concept and advertising campaign for the Travel Agency, the third licensed cannabis store to open in NYC. The engaging creative fully delivers with intelligence, sophistication, and a pitch-perfect sense of humor. After all, who doesn’t want to “Visit places you won’t find on any map”?

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At Glue, we believe that consumer marketing, in particular, the marketing of consumer-packaged goods (CPGs), is something of an incubator for all other kinds of marketing. It’s where experimentation of new ideas, new media, and new platforms happens first. Those are just some of the reasons why Glue loves working in this category.

Glue helped Raw Generation, a juice delivery service, identify four key, high-value consumer archetypes: athletes, busy moms, entrepreneurs, and paleo aficionados, all of whom indexed substantially higher than the general population for their likelihood to purchase the company’s beverages. As a result, we were able to significantly stretch their media budget for display advertising.

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Too many trials fail to reach their recruitment goals—a situation that has implications on the scientific and clinical value of the results as well as on the key stakeholders: investigators, sponsors, and study participants. Delays in the completion of a study can also shorten a product’s lifecycle, given the limited window of patent life.

At Glue, AI, combined with insightful creative and savvy media strategies, can improve clinical trial recruitment (CTR) by ensuring a steady flow of volunteers across a wide range of treatment areas, including cardiology, infectious disease, neurology, oncology, rare diseases, and devices for the measurement of vitals.

Here are examples of recruitment campaigns targeted to specific patient populations.

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How do you pave the way for a scientific innovation that satisfies critical, unmet needs that consumers don’t yet know they’re missing?

Market priming via disease awareness, mechanisms of action, and the introduction of new technology has supported products across a range of categories for both professional and consumer audiences. At Glue, examples include a novel NHE3 sodium transport inhibitor for the treatment of patients receiving dialysis who present with hyperphosphatemia as well as those suffering from irritable bowel syndrome, to cell therapy, such as CAR Ts, for patients with cancer, to a range of steroidal and non-steroidal treatments for respiratory disease, to an injectable hyaluronic acid for rheumatology of the knee, to a new diagnostic-technology platform that facilitates unprecedented identification of disease progression.

Glue primed the market for a new platform technology that identifies and predicts the best candidates for checkpoint-inhibitor therapy. Visit the website.

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Branding that features a product’s technological reason to believe is scientific branding. Ideally, scientific branding provides a visualization as well as a verbal description of how a product works. The ‘Intel inside’ mark is an example of scientific branding that, in its day, announced that a computer was built with a state-of-the-art processor.

‘Experience it in Dolby’ is another example of a mark that conveys quality in audiovisual technologies that heighten and deepen the experience of listening to music or watching a movie. Scientific branding is an important tool for building trust and credibility with the scientific and consumer community and can help to differentiate products and services from competitors in a crowded market.

For first-in-class treatments, a well-executed MOA can help prescribers and patients gain insight into how a therapy differs from the competitive set and provide the basis to infer the product has the potential to offer superior outcomes.

Glue’s scientific branding work has supported products across a range of categories for both professional and consumer audiences, from oncology for cell therapies, such as CAR Ts, to respiratory disease, for a range of steroidal and non-steroidal treatments, to rheumatology for an injectable hyaluronic acid.

Allogene is developing allogeneic chimeric antigen receptor T cell (AlloCAR T™) therapy to find the next immunologic breakthrough in cancer. Glue designed a branding system for their website that telegraphically conveys what differentiates Allogene’s approach from the status quo—and does so without words. See Glue’s scientific branding work for Allogene.

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The team at Glue has developed sophisticated access and pull-through programs for a range of prescriptions brands from blockbusters to specialty products. Once a patient has converted to your brand, we believe that a clear and consistent rebate strategy is critical to customer retention and to reduce potential of switching.

COPAY PROGRAMS

Pharmaceutical manufacturers offer copay programs to help offset the cost of prescriptions to patients. These assistance programs are intended to reduce out-of-pocket costs in two ways:

  1. Reduce patient cost at the pharmacy counter.
  2. The value of the coupon may also be applied to a patient’s annual cost-sharing requirement, such as a deductible.

To be successful, copay promotional programs must consider the needs and concerns of all stakeholders: providers, patients, pharmacists, and payers. The team at Glue has created copay campaigns for a wide range of prescriptions brands from blockbusters to specialty products.

We can help you acquire new prescribers and new patients to achieve the greatest return on investment with effective materials, programs, and training for every stakeholder, including:

PROVIDERS

  • Awareness of reimbursement programs and copay support
  • Formulary materials
  • Facilitated access to reimbursement program and copay cards
  • Patient assistance programs

Patients

  • Direct to consumer (DTC) campaigns
  • Awareness of reimbursement programs and copay support
  • Adherence programs
  • Risk evaluation and mitigation strategies (REMS) programs

Pharmacists

  • Awareness of reimbursement programs and copay support
  • Education to ensure patients understand their out-of-pocket costs for prescription drugs
  • Patient enrollment support for copay assistance programs, including eligibility requirements and paperwork, annual benefit caps, and exclusions based on indication or patient status

Payers

  • Co-branded material development
  • Clinical and financial outcomes data
  • Educational programs
  • Salesforce training for consistent messaging across 
 all communications

Glue’s robust access and pull-through program for Dymista supported a double-digit increase in sales.

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When it comes to prescription products for healthcare marketers, we believe that the best way to optimize adherence is through personalized programs that leverage an individual’s motivations and barriers. The more personal the messaging, the better the results will be.

Glue has supported adherence for several brands, in the areas of respiratory disease, oncology, and rheumatology. Our programs use eCRM, texting, and phone calling.

For EUFLEXXA, we began with a questionnaire that identified the motivations behind why an individual decided to pursue treatment. We asked about physical limitations, the impact of pain and stiffness on a patient’s lifestyle, and the emotional toll of the condition. Then we used these insights to provide positive reinforcement of patient behavior, congratulating them for taking action and reminding them of the importance of receiving their second and third injections.

Glue’s adherence-reinforcing texts for EUFLEXXA gave OAK (osteoarthritis of the knee) patients the motivation they needed to stay on therapy and return for a third injection. See how we pulled through adherence for EUFLEXXA.

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