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Where Wisdom
Meets Wonder

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GSW is an award-winning healthcare marketing agency that strives to design a healthier world for our partners and the people they serve.

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What We Do

Wonder
More

Wonder More isn't just a tagline. It's a deep-seated philosophy that helps us propel continuous innovation in healthcare marketing. It's one part scientific inquiry. One part creative exploration. Both driven by the belief that truly innovative advertising is full of undiscovered potential. It's what helps keep us honest: ensuring our agency tells stories that push beyond tired cliches and elevates your brand above the status quo.

A cluster of clouds in GSW-branded gradient colors

How We Do It

Wonder is Our Sixth Sense

intellect

imagination

instinct

intellect

+

imagination

+

instinct

Wonder More is not a static destination–it's a dynamic process of discovery. It requires a long-term vision and it's practiced daily by all who work here. We are committed to actively redefining the world of medicine and healthcare solutions using our collective intellect, imagination, and instinct. We never rest on our laurels. We always stay the course–using the Wonder More philosophy as our north star with a focus on changing human behavior.

We Transform Brands

Our Work

We Know
What It Takes
To Go Viral

Take a closer look at the stories we've crafted to reach audiences with broad, novel, and niche interests.

Scroll to see the stories we've crafted.

Amgen

XGEVA

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Takeda

My Binge Is

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Merz

Xeomin

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Bavarian Nordic

Rabavert

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Roche

Pan-Trk

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Dip Into The
Unknown.
And Then Do
It Again.

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Science is unfolding a new world of healthcare marketing and discovery in front of us. We're here to make sure your audience's experience of your brand rises to the occasion.

Scroll to see how we personalize content for customers.

“We're changing the way brands tell their story—one consumer touchpoint at a time—with groundbreaking healthcare communications services.”

—JD Cassidy, President

Meet our leadership

Creative Meets
Confident

Together, we cultivate a culture of knowledge and understanding to create more cutting-edge communications and world-changing healthcare marketing strategies.

Scroll to see our industry leading voices

JD Cassidy

JD Cassidy

President,
Advertising & Media
North America

Astrid Defries-Lansing

Astrid Defries-Lansing

Head of Creative,
Advertising North America

Amanda Joly

Amanda Joly

Head of Integrated Strategy,
Advertising North America

Dan Smith

Dan Smith

General Manager,
Advertising North America

Matt Mizer

Matt Mizer

Managing Director,
GSW New York

Jen Oleski

Jen Oleski

Managing Director,
GSW Columbus

Scott Page

Scott Page

Managing Director,
GSW Los Angeles

Mark Jazvac

Mark Jazvac

Managing Director,
GSW Toronto

Mario Forgione

Mario Forgione

Managing Director,
Advertising UK

Oliver Nelson

Oliver Nelson

Head of Media Services

Adrian Garcia

Adrian Garcia

Managing Director,
Spherico Market Access,
a Division of GSW

Donna Racik

Donna Racik

New Business,
Advertising North America

Dominique Marchais

Dominique Marchais

Managing Director,
Advertising France

Andreas Reinbolz

Andreas Reinbolz

Managing Director,
Advertising Germany

Wonder with us

Come work
with us.

We invite you to discover curiosity at the cellular level.

Search our Job Postings.

Connect with us to guide your brand to an even greater impact.

We've Got It
And We're On It.

Thanks for reaching out to us! We've received your message and appreciate you taking the time to connect with us.

Expect to hear back from us soon.

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Amgen

The Story
In Their Bones

The Situation

When it comes to treating bone complications that can arise when cancer spreads to the bones, XGEVA is the clinically superior treatment. The problem is that while HCPs know this, they don't really care. When it comes to choosing a treatment to protect the bones, they pick the path of least resistance and prescribe the cheaper—and less effective—generic treatment. They just don't see the value of XGEVA.

A zoomed-in rendering of a patient's bones made up of everyday objects, split into 3 images. This visual is meant to show what a cancer patient finds valuable in life A zoomed-in rendering of a patient's bones made up of everyday objects. This visual is meant to show what a cancer patient finds valuable in life

The Solution

In order to change how HCPs perceive the value of XGEVA, first we needed to change the way they perceived the value of their patient's bones.

The bones are the foundation of everything we do. Our bones tell a story about who we are, what our dreams are, and what keeps us going. For a person battling cancer, those things are so incredibly important. They provide the motivation to get up and fight every day.

A rendering of a spinal cord made up of everyday objects. This visual is meant to show the value of a patient's bones
A rendering of a rib cage made up of everyday objects. This visual is meant to show what a cancer patient finds valuable in life

The Execution

We created 3D CGI sculptures of key bones that can be affected by cancer, but with a unique and personalized twist.

The bones in these sculptures are made up if the things that inspire, motivate, and drive these patients forward—be it their love of flowers, or music, or their passion for restoring a classic car—helping HCPs understand that when they protect bones, they're protecting a lot more than bones.

Takeda

My Binge Is

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Merz

Xeomin

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Bavarian Nordic

Rabavert

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Roche

Pan-Trk

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Takeda

Not All Binges
Are a Choice

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The Situation

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 recognise 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 to find help.

The Solution

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.

A row of three images, each showing a non-binger's non-food-related binge habits in bright colors An image showing a male non-binger demontrating a video game binge

The Success

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.

Amgen

XGEVA

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Merz

Xeomin

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Bavarian Nordic

Rabavert

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Roche

Pan-Trk

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Merz

The Fight
Of a Lifetime

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The Situation

Patients with lifelong movement disorders require long-term therapy and are often prescribed a treatment with additives. Over time, the body gets used to these unnecessary additives and the benefits of treatment diminish greatly. This is called waning efficacy, and it’s a serious challenge that HCPs face in treating lifelong movement disorders.

In the fight against lifelong movement disorders, patients need a treatment that’s as resilient as they are.

The Solution

The Fight of a Lifetime campaign reframes the physical manifestations of movement disorders as scenes of a personal fight: clenched fists become symbols of strength, strained muscles suggest resilience, and excessive blinking is a momentary flinch as we highlight the fight.

In the fight against movement disorders, XEOMIN Goes the Distance.

The Success

The thoughtful and thought-provoking nature of this campaign caused a stir across the industry. The conversation around movement disorders has shifted as more patients embrace their inner fighter with XEOMIN. And HCPs now finally have a therapy they can count on, and their patients have a partner who’ll never leave their corner.

XEOMIN sales grew at 3x the rate of the market following the launch of this boundary-breaking work.

Amgen

XGEVA

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Takeda

My Binge Is

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Bavarian Nordic

Rabavert

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Roche

Pan-Trk

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Bavarian Nordic

Reach For
Rabavert®

The Situation

Most people think of rabies and focus only on vaccinating their pets. But rabies can be fatal in humans. Yet it’s 100% vaccine-preventable. The RabAvert rabies vaccine for people has existed for 35+ years. Bavarian Nordic wanted to increase disease awareness. But they had a limited budget and no campaign or existing assets.

The Solution

We developed a new website and collateral digital materials that spoke directly to a range of consumer audiences—active families, outdoor enthusiasts, and workers who may be at risk for this serious disease. We created a custom illustration library of potential exposure moments and leveraged the brand’s color palette to differentiate the 2 main sections of the website: before and after rabies exposure.

The Success

These illustrations proved to be very flexible when expanding the presence of RabAvert in other channels and their distinctiveness separated RabAvert from its competition in this space.

Check it out at rabavert.com.

Amgen

XGEVA

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Takeda

My Binge Is

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Merz

Xeomin

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Roche

Pan-Trk

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Roche

See More,
Sooner

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The Situation

The Roche pan-TRK assay was an established diagnostic test. But it was limited in the type of cancerous tumors it could detect. The assay was repositioned so labs could now quickly detect a broad range of solid cancerous tumors. The challenge was to get pathologists to see the assay’s clinical relevance in a new way.

A row of three images, each showing a non-binger's non-food-related binge habits in bright colors An image showing a male non-binger demontrating a video game binge

The Solution

We reintroduced the Ventana pan-TRK assay in an understated, yet natural manner. The assay was integrated into vignettes of people going about their everyday lives as the test revealed crucial diagnostic information. The action of analyzing the assay alluded to the familiarity of the test. But the contrast of analyzing in non-lab settings turned expectations on their head, leading pathologists to view the assay in a different light.

The patient setting also emotionally reconnected pathologists with what’s at stake and thus spoke to the importance of testing sooner. We applied this concept to a rebranded and revitalized website.

Amgen

XGEVA

View Case Study

Takeda

My Binge Is

View Case Study

Merz

Xeomin

View Case Study

Bavarian Nordic

Rabavert

View Case Study