Calcium, a 2022 MM+M Agency 100 honoree, announced the launch of Calcium+Company, an overarching structure to house its diversified divisions, Wednesday morning.
Calcium+Company will be led by Calcium CEO Judy Capano and group president Greg Lewis.
As part of creating Calcium+Company, Calcium also unveiled PRotein, a full-service health and wellness PR division that will be housed under the new subsidiary. The company said PRotein will offer “strategic consultative services, integrated storytelling, and audience engagements” to its clients.
PRotein will be headed by Calcium managing director Stacey Gandler, an industry veteran with more than two decades of experience.
“Never before has communications played such a vital role in how people connect and engage with their health, as well as the communities, providers, and systems that support them,” Gandler said in a statement. “PRotein adds public relations as a powerful new capability to our current agency and medical communications solutions.”
PRotein is also slated to create “high-science data discussions” and shareable content while supporting brand launches.
“Calcium+Company will serve as an anchor brand — expanding our model of delivering powerful, diverse, and integrated solutions that reflect the complex and rapidly evolving marketing needs of today’s — and tomorrow’s — clients,” Lewis said in a statement.
The introduction of PRotein marks yet another offering from Calcium following its acceptance of private equity funding from NexPhase Capital at the end of 2021. According to the 2022 MM+M Agency 100 revenue table, Calcium’s revenue rose 38% to $46 million.
In February 2022, Calcium launched Vitamin MD, a medical education division providing a range of disease state and brand-related educational services. The division is led by Dr. Lauren Lazar, EVP, medical director, and Brad Quosig, SVP of growth and client engagement.
One month later, the agency rolled out an integrated strategy unit to develop “next-generation strategies” emphasizing customer engagement and driven by analytics. This unit is headed up by Calcium managing partner and chief strategy officer Steve Hamburg.
At the end of 2022, Calcium launched the I Don’t Have a Box initiative to drive awareness of the “race box” used in the collection of healthcare data through stimulating conversations around the multiracial composition of an evolving nation.
