BPD and TAN Unite to Remodel Healthcare's Divided Marketing Landscape

BOCA RATON, FL – January 14, 2026 – In a significant move to reshape the healthcare communications sector, BPD Healthcare, a firm known for its strategic work with health systems, will now lead The Agency Network (TAN), MJH Life Sciences’ specialized pharmaceutical and biotech agency. The integration, announced today, creates a powerful new entity designed to bridge a long-standing and critical gap between therapeutic innovation and real-world care delivery.

This strategic alignment combines TAN’s deep expertise in pharmaceutical commercialization with BPD Healthcare’s intimate understanding of health systems, provider organizations, and patient journeys. The stated goal is to create a more comprehensive and effective partner for life sciences brands navigating an increasingly complex and disjointed marketplace.

A Strategic Answer to a Fragmented Landscape

The healthcare industry has long been challenged by fragmentation, a problem that creates significant friction for pharmaceutical brands, providers, and patients alike. This disconnect manifests as data silos that prevent a holistic view of the market, inconsistent messaging that confuses both clinicians and consumers, and a fundamental chasm between how new therapies are marketed and how they are evaluated and adopted within the clinical environment.

For pharmaceutical and biotech brands, this fragmentation presents a formidable barrier. Success is no longer solely dependent on clinical efficacy; it hinges on effectively communicating value to health systems and providers who are inundated with information and operating under immense pressure. The integration of BPD and TAN is a direct response to this challenge.

“As the healthcare industry continues to be challenged by fragmentation, organizations need clearer, more connected approaches to marketing and communications,” said Michael J. Hennessy Jr., Chairman and CEO of MJH Life Sciences. “Bringing TAN under BPD Healthcare’s leadership reflects the importance of strengthening cohesion between care delivery and therapeutic innovation, starting with how brands communicate and demonstrate value.”

By uniting BPD's insight into provider decision-making with TAN's experience in building brand momentum through clinical development and commercialization, the combined force aims to deliver strategies that are not just theoretically sound, but practically effective at the point of care.

Beyond Strategy: The Power of AI and Data-Driven Insights

Underpinning this strategic alignment is a powerful engine of data and technology. BPD Healthcare is not a traditional communications firm; it has built its reputation on a foundation of advanced analytics, AI-enabled strategy, and a robust proprietary data platform. This technological backbone is a key differentiator in a crowded field and central to the new entity's value proposition.

The firm's data platform reportedly draws on more than 240 million patient files, each containing hundreds of data points. This vast repository, combined with sophisticated propensity models, allows for a granular understanding of patient behavior and market dynamics. This data-first approach enables what BPD calls "precision marketing," a methodology that has delivered a reported 5-10x average return on investment for its health system clients.

Furthermore, BPD has been aggressive in its adoption of artificial intelligence. The company utilizes AI not just for optimizing ad campaigns but for generating creative variations, forecasting market trends, and providing clients with actionable intelligence. In 2025, BPD launched an AI Consultation Suite to help healthcare marketing leaders integrate AI responsibly and effectively into their own workflows, signaling a deep commitment to leading the industry's technological transformation.

This fusion of data and AI allows the newly integrated agency to move beyond assumptions and ground its strategies in real-world evidence. It can map patient journeys with greater accuracy, understand the true drivers of provider adoption, and craft human-centered stories that resonate because they are informed by clinical and behavioral realities.

Redefining the Pharma-Provider Partnership

While many large agency networks offer a broad suite of services, the BPD and TAN integration is notable for its specific focus on closing the loop between the pharmaceutical industry and healthcare delivery organizations. This move creates a unique competitor in the market, one purpose-built to address the pain points of both sides of the healthcare equation.

For pharmaceutical clients, the partnership promises access to a deeper understanding of their ultimate customers: the health systems and providers who decide whether a new therapy will be adopted. For BPD’s traditional health system clients, it offers a clearer line of sight into the pipeline of therapeutic innovation. This synergy is designed to foster more effective collaboration and alignment across the ecosystem.

"The confidence MJH Life Sciences has placed in us to support TAN reflects the critical need in this market," said Jason Brown, CEO of BPD Healthcare. "By combining deeper healthcare delivery insight with pharmaceutical expertise, we can help brands communicate more clearly, earn trust and ultimately make a meaningful impact for clients and patients."

Under the new structure, TAN will continue to operate within the MJH Life Sciences ecosystem, ensuring client continuity while gaining access to BPD's extensive data and strategic capabilities. The collaboration promises to align brand messaging and engagement with the practical realities of how healthcare decisions are made, from a major academic medical center to a local community clinic.

From Bench to Bedside: The Impact on Patient Care

The ultimate measure of this integration's success will be its impact on patient care. A more connected and coherent communication strategy between drug developers and care providers has the potential to yield significant benefits. When providers receive clear, consistent, and relevant information about new therapies, they are better equipped to make informed decisions that benefit their patients.

By grounding brand stories in clinical realities and delivering them through trusted channels, the integrated agency aims to enhance the adoption of valuable medical innovations. This approach helps ensure that the promise of a new drug developed in a lab is fully realized at the patient's bedside.

This alignment represents a meaningful step toward a more integrated healthcare ecosystem, where communication flows more freely between innovators and clinicians. By helping brands build trust more effectively and communicate value more clearly, the work of this newly formed powerhouse could support better decisions, streamline the adoption of new treatments, and contribute to a healthier future for all.