Who We Are

50-40-10 Rule

It is estimated that only 10% of teams in marketing and advertising can truly be deemed high performing. 40% are considered dysfunctional and detrimental to team members' experience, and the balance of 50% can at best be described as performing marginally and never producing more than breakeven results.

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Not us. The "10"​ in our name means we've assembled the top 10% of talent in healthcare marketing and advertising. We're curious, driven, and accountable. The kind of people you want on your side. And, we keep things efficient by providing core strategy, account, creative, and project management, then when needed, we tap into a team of specialists – hand-picked by us for their proven expertise – to deliver optimal customer experiences for our clients. Our specialists bring special skills like creative concepting, media, and technological coding/development. These are people neither of us wants to pay for when they're not active. So clients get no more or less than they need. This approach keeps Princeton10  operationally lean and financially transparent in every brand engagement.

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Once a team is strategically structured for a particular client, we then take a stepwise approach to break through “the noise.” Our first step is to define a brand’s strategic imperatives (SIs). Are you launching a new drug or new indication? Are you trying to blunt a competitor’s launch, or announcing a change in the formulary tier? The brand and corporate strategy should help to dictate the messaging strategy. Next, we build a thorough understanding of your prescribers, whether at the segment, decile, or as an individual writer, which is critical. Once we understand their points of influence, routine drivers, and content engagement strategies, the distribution of key messages becomes that much easier. Lastly, we consider the array of channels on which clinicians transact. What are clinicians using this channel for — to look for drug information at the point of care or to immerse themselves in the science behind a new formulation or indication? Such consideration helps to identify the type of information the clinician would like to receive over that channel.