A Healthcare Marketing Agency that Transforms Brands

GSW is a global healthcare advertising and marketing agency that crafts award-winning, strategically sharp ideas to surprise, connect, and disrupt.

Wonder More is our mantra, our identity, our reason. It’s what we do for the brands we serve in ways that can only be described as radically human.

01 What We Do

Wonder lives on intellect, imagination, instinct—and curiosity.

Built on deep insights that tell us why people think, feel, and act the way they do, our strategic and creative process is all about discovery, empathy, and sparking memorable moments of connection for your brand.

Art By: Lars Larsen

Art By: Daniel Vuyovich

Visit the WonderLab to see how we work

Reveal

02 How We Work

The world is complex—and our curiosity is boundless. Our proprietary tools map human behavior, pinpoint human motivation, and power creative that inspires action.

Human-centered intelligence for HCPs that fuels behavioral foresight

I Mindset Engine

Human-centered intelligence for HCPs that fuels behavioral foresight

What You Get

Dynamic, scalable ideas that set the pace—not just keep it.

What Our Mindset Engine Does

Bespoke data reveals HCPs’ real behavior and belief shifts to surface the non-obvious motives and tensions that feed creative leaps.

Dream boldly and take risks—together

III Creative Wave

Dream boldly and take risks—together

What You Get

A gallery of 100+ campaign concepts, ready to refine, all for your brand.

What A Wave Is

Idea generation focused on a single strategic challenge in an agency-client team event; teams generate the most ideas they can, as fast as they can, presenting as they go.

Where curiosity and narrative craft collide

V Predictive Storytelling

Where curiosity and narrative craft collide

What You Get

Adaptive solutions that anticipate what stories audiences need now and next to drive business outcomes.

What Predictive Storytelling Does

Health-centric AI integrates behavioral data and motivational models to forecast your market’s receptivity, so your brand stays one step ahead with strategic solutions and ideas that shape the market—not follow it.

Radically human consumer insights

II Empathy Engine

Radically human consumer insights

What You Get

Human-centered ideas that improve engagement and experiences.

What Our Empathy Engine Does

Listens to consumer signals to what people feel, fear, and need next to surface hidden barriers that earn trust and spark action.

Brilliant minds that move fast

IV Creative Surge

Brilliant minds that move fast

What You Get

One breakthrough tactic fast-tracked to surprise and disrupt.

What A Surge Is

Focused thinking, idea building, and solution testing about a single business problem in a single tactic to find new ways to get your audience’s attention and inspire them to rethink an assumption and engage with your brand.

Like a mirror into your audiences’ minds

VI Resonance Read

Like a mirror into your audiences’ minds

What You Get

Clarity to create stronger alignment across stakeholders and build confidence about where we should focus—and what we should leave behind.

What A Resonance Read Does

Simulates real-world reactions from audiences, giving an immediate read on emotional and cognitive resonance.

03 What We Make

Stirred by empathy and deep insight, we live to uncover disarming and approachable ways to share your brand's story and inspire action.

We broke through the sea of fear-based cardiovascular messages.

The Lipid Lurkers

Skip To Reel

We shone a light on what "binge" really means.

What They Keep Hidden

Skip To Reel

We knew movement disorders didn't stand a chance.

The Fight of a Lifetime

Skip To Reel

People crave protection—we helped them know when they need it.

A Story of Awareness

Skip To Reel

We revealed the humanity behind cancer diagnostics.

See More, Sooner

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Our Reel

We tell stories, create wonder, and transform expectations every single day for the health and wellness brands we serve. See what that means in practice. Then imagine what it could mean for you.

Watch Our Reel

04 Who We Are

We believe what we do—what you do—has the power to truly change the world.

Whether we’re changing it for just one person or for a group with a common cause, our leadership team celebrates safe risk-taking, insatiable curiosity, and ideas that are nothing short of radically human.

JD Cassidy

Mario Forgione

Astrid Defries-Lansing

Mark Jazvac

Dominique Marchais

Jen Oleski

Matt Mizer

Amanda Joly

Andreas Reinbolz

Oliver Nelson

Scott Page

Donna Racik

Dan Smith

05 How To Contact Us

We invite you to Wonder More at a cellular level.

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What Does GSW Do?

GSW is a global, full-service healthcare advertising, marketing, and branding agency.

Where Is GSW Located?

GSW has offices in Columbus, New York City, Los Angeles, London, and Toronto.

What Is Syneos Health?

Syneos Health is the parent company of GSW.

What Types Of Healthcare Companies Do You Work With?

GSW works with clients in pharma, biotech, medical devices, and diagnostics.

Do You Specialize In Specific Therapeutic Areas?

While we don’t specialize in one therapeutic area, our industry-trusted expertise covers oncology, diabetes, cardio-metabolic, blood disorders, rare diseases, and CNS—see our Reel for more.

What Makes Your Approach To Healthcare Marketing Different?

We craft brand stories based on deep human insight and strategically sharp market knowledge. We help brands connect with HCPs and their patients (or connect them to each other) in ways that can only be described as radically human.

How Do You Uncover Insights In Complex Disease Categories?

Our proprietary tools map human behavior, pinpoint human motivation, and power creative that inspires action. Check out our Wonder Lab for more.

What Is Your Culture Like?

Wonder More is our mantra, our identity. It’s what we do for the brands we serve every single day. So if you’re curious, creative, and ready to wonder more, contact us.

Esperion

The Lipid Lurkers

Most patients know the dangers of high cholesterol. The problem is that LDL-C is silent. Invisible. Easy to ignore.

To relaunch Nexlizet and Nexletol, we needed to break through the sea of fear-based cardiovascular messaging and make patients feel more connected to their risk without overwhelming them. Our audience didn't need more warnings. They needed something tangible, memorable, and relatable.

Esperion

The Lipid Lurkers

Instead of creating a terrifying villain, we took a more unexpected approach: mischief over menace.

Inspired by the sneaky nature of LDL-C, we created the Lipid Lurkers—a cast of troublemakers who represent the hidden dangers building up inside the body.

The Lurkers transformed LDL-C from an abstract medical term into something recognizable without relying on fear.

01/03

Esperion

The Lipid Lurkers

The Lipid Lurkers came to life through close collaboration between creative, strategy, medical, and Esperion's MLR teams. Every detail—from their movement to their texture and personality—was designed to balance scientific credibility with emotional resonance.

Through detailed CGI animation and storytelling, the characters and their mischievous actions became impossible to ignore.

But the Lipd Lurkers delivered more than attention. They reframed the conversation around CV risk. By turning LDL-C into something patients could see and understand, the campaign inspired people to take a more active role in managing their heart health.

Explore Our Other Case Studies

Esperion

The Lipid Lurkers

Takeda

Bed Awareness

Merz

XEOMIN

Bavarian Nordic

RabAvert

Roche

Pan-TRK

Takeda

Not All Binges Are a Choice

Binge eating disorder (BED) is the most common eating disorder in Canada, more prevalent than Anorexia and Bulimia combined. In spite of its ubiquity, awareness of BED is low—even among those who have the disorder.

To raise the profile of BED, as well as help those suffering from BED recognize and understand their condition, we'd need to bring the complexities and symptoms of the condition to the forefront. And then we'd need to successfully communicate how people living with this condition could find help.

Takeda

Not All Binges Are a Choice

We asked ourselves the question: “What does it mean to binge?”

It became clear that part of the reason BED is so misunderstood is the fact that modern society has redefined the meaning of the word “binge.” “Binge” is now commonly used to mean something as inconsequential as watching several episodes of a television show—something a world apart from the devastation that BED brings to the lives of those suffering from it.

Our approach was to shine a light on the shocking contrast between the commonly understood term “binge” and the reality of BED, through a series of ads showing a window into the minds of four different bingers. Three inconsequential binges, and one suffering from BED.

01/03

Takeda Not All Binges Are a Choice Carousel Image 1

Takeda Not All Binges Are a Choice Carousel Image 2

Takeda

Not All Binges Are a Choice

With bold colors and keenly designed sets, our videos bring the binge to life and draw the viewer in to the three non-bingers’ normal relationships with food.

Our fourth binger is a young woman suffering from BED. The set of her story makes it clear that this is part of the same campaign, but the lighting and tone are significantly darker.

Our BED binger tells her story and makes it apparent that she cannot help herself and is feeling despair about her condition. The video ends with a message about the reality of BED but includes the hopeful note that there is help. The compilation videos make the contrast between the different types of binges even more stark and help to deliver this powerful message.

We have a deeper understanding of her, her condition, and what drives her to a dysfunctional relationship with food.

Explore Our Other Case Studies