Concentric: Inside and Out

       Typically, many different forms of media are used for companies to keep up communication with employees. At the same time, they must also maintain communication with the public and its consumers. Whether it's about new projects, future releases, or just general marketing, there are many different aspects of external communication. Some companies turn to blogs to maintain their internal and external communication. Concentric, however, is not your average company.
       Click here. Go ahead and feast your eyes on the only publicly known blog put out by Concentric Pharma Advertising or its employees. As far as the general public is concerned, the internal and external blog is one in the same. Why is this? Probably because Concentric has roughly around 100 employees. While corporations employing a few thousand people would require internal blogs to maintain contact with each other, Concentric doesn't have the need. A meeting works in its place actually. Externally speaking, this is where the company's WordPress blog comes into play, as well as the limited use its Facebook and Twitter pages get. It appears when there is something important to spread to the public and the company's consumers, they take to the WordPress blog and get the news out with a professional press release. Internally, Concentric works differently than most companies. It's unique. It's personal. It's not an assistant or someone paid to write a blog sending out a mass information. It's the people at the top rolling up their sleeves and putting in the work to have their voices heard by their employees. It's something Concentric prides themselves on. Being personal. Getting all the information and being on a personal level with all its clients and consumers to bring them all the best product they can.
       Personally, I believe that what Concentric has going is perfect for their business. When consider the company's entire personality, anything more would ultimately work against them. When you look at Concentric's business model, it speaks of uniqueness and creativity. It talks about being as personally close with their clients as possible. Concentric doesn't need to have an internal or external blog. It's a small-based company. They don't want to be every other large corporation with no personality. They want the people they serve to see the company's true colors, not just market itself through blogs. Concentric's work speaks for itself. Oh, and an Agency of the Year Award to show for it. The best external communication Concentric has is its ads and systems that it creates for its clients. Not only do consumers view it, but other potential clients do as well. Blogs wouldn't do this company any service in my opinion.

Partners Ken Begasse Jr. and Michael Sanzen

      Celebrity spokespeople are typically staples of companies dealing with clients on a large scale like Concentric does. However, because it is an advertising firm, it doesn't necessarily require a celebrity spokesperson. Why? Well, Concentric is actually in need of marketing to medical companies, most of which produce remedies for health defects among people. Unlike corporations like Nike and Adidas, where customers and the public directly consume their products and services, Concentric's services are generally required by pharmaceutical corporations to market their products to the public. Where in the public's eye, companies like Nike and Adidas are the product they look to consume, Concentric is more the creative brain behind how that company looks to said public. A celebrity spokesperson marketing Concentric to other companies that themselves utilize celebrities to sell their products wouldn't be a very successful scheme. For a company like Concentric, I think the best spokesperson is the man behind the company himself, now, Ken Begasse, Jr. Before his passing, it was Junior's father, Ken Begasse, Sr., who was the best company's best spokesperson. He put in the work to give the company the face it has. Here's an article actually showing Begasse Jr. doing his work.

Media Relations, Concentric, and You

        As with everything in the business world, there are traditional ways of doing things and there are more modern, evolved versions of the processes. Corporate media relations is no different in this sense. Today's media relations are nothing even remotely similar to those of the past. It used to be press releases and mailers filled with professional mumbo-jumbo and corporate jargon. Nowadays, it's all about social media and digital publications. Typically, companies take to Facebook, Twitter, YouTube, and other like sites to spread their brand through the use of photography, video, and digital news updates.
        As I stated in my last blog, while they are a very modern, hip, and up-to-date company, Concentric hasn't really taken too hard to the social media uprising as a mode of public relations. Yes, they do have a Facebook page, a Twitter account, a LinkedIn page, and even a company Tumblr, but, with the exception of LinkedIn, Concentric does not devote much time to keeping those accounts up to date. They simply don't have a calling for such forms of media relations. Regarding traditional media relations, Concentric has integrated their new media relations practices together with the old to form a unique way of staying in touch with the media. As previously mentioned, traditional media practices called for press releases and other forms of print media as a way to keep those on the outside informed. However, most companies have gotten away from this seemingly outdated form of media relation. Concentric has blended two realms of media relations and in the form of a company WordPress.com blog.
        At the top of the Concentric homepage you can find the link to the blog. The creative team at Concentric has spent their time making the WordPress site their very own. Looking similar to the homepage, the blog site has all the recent newsworthy press releases right there for quick access. The blog site appears to be their main site for getting news updates to the outside world. While other companies take to Twitter and Facebook, Concentric chooses WordPress as the medium for their media relations. Don't worry though, they didn't forget about their hip, modern image. At the top of the company's blog page you'll find helpful links to their Facebook, Twitter, and LinkedIn pages, and the company's corporate website. All blog posts are also viewable as pdf documents to give it that traditional press release feel. The format of the mother site, WordPress, allows for Concentric to utilize their blog page as also a way to promote the brand. They can display their blogs in the color scheme of their choice most relative to their own webpage, display their logo, and upload other video or pictures to promote the brand to the fullest extent. Want to see what I'm talking about? Click here to check out the blog yourself!

What're they up to

      In the modern world of business, people are always going to want to know what's going on behind the scenes. Enhancements in technology now allow that, precisely how you're capable of reading this blog right now. Concentric is no stranger to the capabilities of digital media. I mean, it's their everyday life. But, they've gone the extra mile and taken to the social media outlets.

Concentric Winter Party - c/o Concentric's Facebook page

      Facebook is the number one social networking site in the world. With over 700 million monthly views, Facebook is the leader of the pack. It's obvious why Concentric would have its own Facebook page. Unlike other corporate Facebook pages, Concentric's is a little different. It only has 71 likes, or people that essentially subscribe to and follow their updates. Most of those 71 are employees. Rather than use the page as a marketing tool, Concentric's turned its Facebook page into a way for its employees to share photos of company outings and post newsworthy stories that impact both the company and its employees.
      Twitter is the second largest and most visited social networking platform in the world. While millions of people view the page daily, Concentric only has 73 followers, broadcasting only 53 tweets. It appears as if the creative team designed the page to resemble the company's website, but overall, it doesn't seem as if they keep up with the page; perhaps that's a good sign (too busy with clients to worry about Twitter). Platforms like Facebook and Twitter aren't typically looked at by businesses in Concentric's field as places to advertise. However, they do utilize one social networking outlet in particular, one that many businesses find extremely useful.
      The third most used and largest social media outlet in the world is none other than LinkedIn. A business and professional oriented personal marketing site, LinkedIn allows users to sign in, post information and professional experience, and get connected with various companies that fit their interests and career goals. Concentric fully utilizes LinkedIn and its potentials. Their page itself has 451 followers, meaning that 451 people have expressed interest in Concentric and keep track of the company's activity on LinkedIn. Whether that be job postings, news updates, or whatever else intrigues the company to share with the LinkedIn world, this is hands down Concentric's main social networking endeavor. Not only does Concentric have its own personal page, but it also utilizes LinkedIn's microblogging features often, unlike on Facebook and Twitter.
       Blogging is another typically useful aspect of a company and its relationship with the public. However, Concentric, as with every other characteristic of the company, does not do things by the book. There is a Concentric Tumblr page. Click here to check it out. It's not much. And it's not up to date. Does that hurt Concentric's business? No, not at all. Here's why: Concentric runs a very specific business. They have an extremely select target audience they are aiming to satisfy. Those that require its services aren't seeking out businesses like Concentric on social networking platforms. They are going to reputable sources to find out reviews and see if those sources suggest Concentric. This industry revolves around the idea of personal networking. Satisfied customers that go around and recommend your business to either other clients or friends that are looking for the services in your field.

Betaseron ads c/o Concentric Pharma

        A business like Concentric also doesn't require photo or video sharing. Actually, this is their job. Their business is to create and publish digital media pieces for clients and companies. For Concentric, this includes visual aids likes posters and printouts, sales representative simulators, mobile software, and online engagement programs. A useful media outlet that Concentric takes advantage of is YouTube. Video promotional tools that the company designs for its clients typically find their way to YouTube. While Concentric's YouTube channel only has 2 videos uploaded, the companies that use Concentric to create their advertising plans for them can upload their ads on their own personal YouTube channels for viewers to watch. So while it may seem as though Concentric doesn't utilize YouTube and its capabilities, the company is being credited in their clients videos uploaded to their own personal channels, thus spreading the brand and the name.
        Social bookmarking is a service that many companies find useful. Again, Concentric is not in the industry where this would be helpful. Unlike other companies like Nike that manufacture a product that people can consume on a large scale, Concentric's business and clients seek them out to provide them with a very specific product, consumed on an extremely fine scale. Social bookmarking is helpful for companies that want to mass advertise their products and services over the web. For Concentric, this goes against their entire premise. They strive to be unique and set themselves apart from the crowd. In order to do so, Concentric prides themselves on the exclusivity of their products, especially to the consumer. They don't just mass produce something to appease a large crowd of consumers. They do the work required to please all parties included in making a decision, and a decision on something important like one's health.
         Concentric's approach to social networking outlets and mass web exposure is one that enhances the relationship between itself and its clients, who in Concentric's terms, are the patient, the payer, and the physician. They are bridging the gaps between the people who make the product, the people who distribute the product, and the people that use the product. In some cases, this product is more important that most others, as they are used to save lives.

The Concentric Brand

      In speaking about a company's success, one takes into consideration said company's branding. It's essential for a company to not only seem appealing to the world, but they must also take into account this on a smaller scale, to their target audience. In Concentric's case, it's the uniqueness, likeability, authenticity, and overall personality of the company that makes their target audience such a select crowd. You want to know what branding looks like? Let's examine the Concentric brand.
      Unique is one of the best words to describe Concentric. Why? It's in the company's bloodstream. The entire foundation of Concentric is to be unique. To understand a complex and unique relationship between consumers, payers, and physicians. The general foundation of Concentric is based upon unique ideas. Click here to go to their website. Navigate around a little bit. Notice anything under "Our Culture"? The creative team at Concentric added a copy of Plato's Laws of Branding right there on the page for you. This is a company that prides itself on uniqueness. On being different then other companies. Going the extra mile to please all that require its services. They're goal is not to go half way for their customers. It's to do everything it can to please all parties involved in a single decision.

Ken Begasse, Jr.

       Likeability? We're not talking about your average advertising firm. This Concentric brand is the new age of hip, modern firms. Who needs flash when you've got plenty of pizzazz already? Look further into the site's "Our Culture" page. Not comfortable enough seeing the face Concentric presents to you? Have a closer look and check out what they look like. Take a virtual tour of the headquarters in SoHo! Not good enough still? Head on over to the "Our People" page and scroll through the picture bios of the brains at the top of Concentric. These people are not ashamed of showing you their professional and personal sides. You can even listen to Senior play some tunes. This company is not just a bunch of guys in suits. They don't have mechanical phone systems. These are down-to-earth people, that listen to the customer, the payer, and the physicians. They hear what you say. And what makes them most likeable? They're not afraid to show it. Oh yeah, and did I mention they won the award for Agency of the Year earlier this year?
       After much research of the company, its website, and its works, this brand screams authentic. This is the working man's company. It wasn't started off of a trust fund. It wasn't an established household name in pharma advertising. It was a dream. It was a life-long dream of Ken Begasse Sr., a man who held many executive positions and knew what the industry was missing. He got his hands dirty, and with the help of son, Ken Begasse Jr., and friend, Michael Sanzen, put his passion and work ethic together to fulfill this life-long dream. This company is as authentic as they come. What kind of people are the Begasse's? Well, after Senior's passing in December of 2010, the family came out with a public statement. The statement read: "In the spirit of passing music on to future generations, Ken's family requests that, in lieu of gifts, people honor Ken's memory by making a donation to Little Kids Rock to help restore and revitalize music education in our nation's schools. This way, Ken's life will be honored and remembered every time a child strums those six strings." Authentic? Putting the interests of others over their own grief and loss sounds pretty authentic to me. These are the people behind the dream and the Concentric brand.
       I think this entire blog sums up Concentric's overall personality. I mean, this is the new-age, hip, modern advertising firm. They know it too. Begasse, Jr. stated in a Businesswire.com article, "What’s unique about Concentric is that we were born in the modern age and have evolved the agency’s capabilities in step with the rise of technology and emerging media." They epitomize the modern age of advertising firms. It's their pride and dedication in what they do that contributes to this young, refreshing personality that Concentric conveys to the public. As I've stated before...go to the website. It's not dressed up and gaudy. It's laid back, cool, and overall a fun site to navigate.

Pharmaceutical advertising's little engine that could

        In every aspect of business, there's a wide range of companies that offer similar products and services. They come in a variety of sizes. In the pharmaceutical advertising market, size does NOT appear to matter. I'd like to formally introduce you to Concentric Pharma Advertising. Ever heard of it? Probably not. However, I can almost guarantee you've been exposed to it's work numerous times. Not only is Concentric one of the industries "smaller" companies, but it's also one of the most unique. What's their mission statement? Well, there mission statement is more than just a statement...it's a foundation.
         Founded in 2002 by late visionary owner Ken Begasse, Sr., Concentric's goal was to stand out from the crowd. Known to his employees and many others as "Senior," Begasse laid down a basic foundation for what he wanted from his company..."to build an agency that truly understands the unique complexities of the customer/brand relationship in the healthcare space. And with that understanding, to build simple, intelligent, elegant promotional programs that move our brands forever."Nine years later, Begasse's legacy powers forward. Despite Senior's untimely and unfortunate passing in 2010, his son, Ken Begasse, Jr., has kept his father's dreams alive at the helm of the company. Headquartered in the SoHo district of New York City, Concentric bring some serious truth to the "big things come in small packages" saying. According to MMM.com, a monthly business publication dedicated to the healthcare marketing industry, Concentric recorded a gross income in 2010 of $15-25 million, while at the time, employing only 95 full-time employees. The website also states that Concentric does about 50% of its business under the digital marketing category, while devoting 25% to sales marketing, 15% to professional ads, and the remaining 10% to direct marketing. According to Manta.com, a website centered around the highlighting of small businesses, Concentric's products and services include "Advertising, Strategic Planning, Branding, Emerging Media, Relationship Marketing." Some key clients and brands represented and highlighted by Concentric on their website include Bayer Healthcare (Betaseron), Pfizer/Wyeth (Viagra and Toviaz), and LEO Pharma (Taclonex), amidst many others. Unlike its competitors, Concentric has a very specific target audience...everyone involved. According to the company's website, they've created something called the CustomerCentric Strategy Model. What's that? "We created a unified promotional program where patients, physicians, and payers can find their common center - the place where their priorities align - by giving them all the knowledge they need to make intelligent healthcare decisions." Interested in learning more about Concentric? Visit their informative and very creative website by clicking here!