BAM Wins Creative, Strategic Duties For Merck's Aptus Health

Merck Subsidiary Aptus Health has appointed New York ad shop The Baiocco And Maldari Connection (BAM) as its creative and strategic agency partner. 

The appointment came after the agency helped drive a major rebranding effort for the healthcare solutions provider, previously known as Physcian’s Interactive. The rebranding brought together several affiliate companies—each with their own agency support—under Aptus umbrella. 

BAM developed and executed all key branding elements including a visual identity system, website, launch video and office signage and will now also handle creative advertising duties for the new entity as well. 

The appointment marks the latest in a string of recent healthcare-related wins for the agency, including work for Valeant Pharmaceutical on multiple brands and the American Heart Association/American Stroke Association. 



“As healthcare marketers ourselves, it was crucial for us to identify an agency partner that fully understands this unique space to represent us,” said Brian Robinson, Aptus Health CMO. “It was clear from the get-go that The BAM Connection had the industry expertise and the creative chops needed to meet the strategic and creative challenges inherent in transitioning an existing company, comprised of multiple brands, to a new company with a single vision, represented by a single brand.” 

BAM founders Rob Baiocco and Maureen Maldari (both veterans of Grey’s healthcare practice) started the agency in 2014. Besides healthcare clients, it’s expanding roster includes Juilliard, Wrangler and Terlato Wines. 

Aptus Health works with life science companies, payers and providers to help shape and execute their healthcare offerings.  


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