2 Agencies Ally on Medical Devices Market

Share this content:
Cronin/Wallwork Curry formed a non-equity alliance with ARRCO Medical Advertising Inc., a medical devices marketing division of Build MarketShare Inc. in Norwood, MA.


The two agencies aim to offer creative services to the growing medical devices and life sciences market. As the medical devices market consolidates, companies increasingly are directly targeting consumers just like the pharmaceutical industry began doing a decade ago.


"Our thought was to fill this new, emerging need," said Bill Cronin, president of Cronin/Wallwork Curry, a Boston agency.


Both agencies bring strengths to the table. Cronin/Wallwork Curry is a division of 56-year-old Cronin and Company Inc., Glastonbury, CT. It has clients like Steinway & Sons, Keurig Coffee Systems, SunLife Financial, Bertucci's and Digital Federal Credit Union.


ARRCO, founded in 1972, also is a full-service agency. It has accounts like Johnson & Johnson Orthopedics, Bard Interventional Co., Corning Medical and Scientific, Spire Biomedical and Lidak Pharmaceuticals. It also has DePuy Mitek, another Johnson & Johnson company.


With such rosters and skills, the agencies stand a better chance in shootouts.


"We've had opportunities where we're on the consideration list, and yet in our portfolios we lacked the diversity of experience," Cronin said.


The partnership signals the growing confidence of the medical devices industry in direct-to-consumer advertising. A debate in the past few years has involved the effect of, say, consumers influencing surgeons in their equipment-buying decisions. Also, manufacturers were anxious about how physicians would perceive DTC advertising without jeopardizing longstanding relationships.


"What's happened, much to their surprise, is that physicians and surgeons have responded overwhelmingly to the Web as an information source," said Jerry Reicher, president of ARRCO.


Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above