CEO MONTHLY / GLOBAL CEO EXCELLENCE AWARDS 2021 17 , May21635 Leading Specialist Healthcare CEO of the Year: Maurizio Mioli – Italy Company CEO of VMLY&Rx INTERNATIONAL Milan, Maurizio Mioli has over 30 years’ experience in marketing and communication behind him, having begun his career within the pharmaceutical industry covering both commercial/ sales and marketing roles. He then moved into the pharma marketing and healthcare communications industry and has now been with VMLY&Rx for 25 years, having started as head of the Italian Domestic division and, for the past 15 years, held the role of overall CEO in Milan. During this time, VMLY&Rx INTERNATIONAL opened another office in Zurich and took charge of international operations in Paris. Early on in 2021, it also opened a new office in the USA, in Cambridge, Massachusetts (the rapidly growing Pharma Biotech valley). VMLY&Rx INTERNATIONAL Team is mainly focused on global or regional (e.g. European) client teams. It is culturally diverse (with 25 countries represented within its team) and has strong expertise in Rx marketing and comms, offering pharma clients a partnership that can provide an unsurpassed customer VMLY&Rx (formerly known as Sudler & Hennessey) is one of the leading global networks among marketing and communication agencies which specialise in the healthcare sector. It is part of the VMLY&R family, as well as WPP (financial holding). The ‘Rx’ in the name (which indicates prescription drugs in pharmaceutical lexicon) highlights the fact that, within the healthcare business, it specifically addresses the specialty pharma sector, where scientific knowledge and expertise are keys to success. experience for their stakeholders which include healthcare professionals, patients and the broader healthcare ecosystem. Ultimately, VMLY&Rx combines brand-building experience with deep scientific knowledge, through a seamless omnichannel execution (BX+CX+Rx = Connected Health). It’s thanks to its client teams that VMLY&Rx offers 15+ years of expertise in international pharma project management. With its creative teams, it is constantly challenging the status quo with bold creativity and innovative ideas, and its scientific teams are able to translate complex science into value for its clients’ customers. Last, but not least, the company’s young and agile digital team is constantly on the forefront of the “new virtual” (and maybe also hybrid in the near future) ways of communicating and engaging with customers. The pandemic has dramatically accelerated the already ongoing digital transformation within the pharma industry, creating a great opportunity for new or consolidated partnerships with agencies such as VMLY&Rx INTERNATIONAL. It has been able to face this challenge using the most advanced approaches, delivering complex science thanks to the innovative omnichannel approach, while bearing in mind the already established (in the consumer world) paradigm of getting permission from customers, with valuable contents and multiple experiences with Rx brands. Regarding his role of CEO of the company, we asked Maurizio to share his leadership style with us. “I would say it combines a mix of candid and open interaction with some assertive behaviour when necessary. My leadership focus is equally divided between a strong business development drive, with a constant search for innovation (my maverick component) and an obsession for bringing on new people and growing talent (the companion side). This is particularly true for our younger generation who bring with them an incredible amount of untapped potential and a very demanding approach in terms of work-life balance, which has increased even more so during the pandemic.” He’s now focused on the company’s future, maintaining continuous attention on delivering results in line with WPP expectations, alongside establishing the new operations in Cambridge, MA. The COVID-19 pandemic did not help the launch of the new presence in the US, which should deliver a significant advantage in networking with the important biotech community over there. Up to this point, however, all networking has been purely virtual, but Maurizio is confident that the team will soon be able to make a return to office life and start holding in-person meetings again. Company: VMLY&Rx INTERNATIONAL Milan SRL Contact: Maurizio Mioli Email: [email protected] Website: www.vmlyrx.com
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