Real Chemistry Expands Digital Marketing Capabilities with Greater Than One Acquisition

Real Chemistry, a prominent healthcare-focused marketing agency, has announced its acquisition of Greater Than One, a New York-based digital marketing firm specializing in the pharmaceutical and healthcare sectors. This strategic move is set to enhance Real Chemistry's technological offerings and expand its client base in the increasingly competitive healthcare marketing landscape.

Acquisition Details and Strategic Implications

Greater Than One, founded in 2000, will retain its name and New York City headquarters as it integrates into the Real Chemistry organization. The acquisition brings with it a roster of high-profile clients, including AstraZeneca's Alexion, Alnylam, and Gilead Sciences. While financial terms of the deal were not disclosed, the merger is expected to significantly bolster Real Chemistry's digital marketing capabilities.

Elizabeth Izard Apelles, President and CEO of Greater Than One, expressed enthusiasm about the acquisition, stating, "Finding a match like Real Chemistry, where our employees and clients will benefit, is exactly what we wanted for Greater Than One."

Enhanced Technological Offerings

The integration of Greater Than One's proprietary marketing tools into Real Chemistry's platform is a key aspect of this acquisition. These tools include:

1. Greater Reach: A predictive media planning model launched in fall 2024
2. Greater Score: An engagement measurement tool
3. Greater Omni: Omnichannel monitoring technology

Kevin Johnson, Group President and Managing Partner at Real Chemistry, highlighted the strategic importance of these additions: "This move multiplies our capability. In a healthcare environment that demands more agility and precision than ever, Greater Than One brings the technology, talent, and focus to help us deliver faster decisions, smarter planning, and measurable impact where it matters most."

Real Chemistry's Growth Strategy

This acquisition is part of a broader growth strategy at Real Chemistry. Recent developments include:

• The appointment of JJ Schmuckler as Group President and Chief Revenue Officer
• Hiring of Brenna Terry as President of Integrated Communications
• Promotion of Michele Terra to President of 21Grams, Real Chemistry's advertising and education arm
• Expansion of European operations, including the appointment of Camilla Griffiths as President of 21Grams Europe

These moves demonstrate Real Chemistry's commitment to strengthening its global presence and diversifying its service offerings in the rapidly evolving healthcare marketing sector.