Hello!
WelcometoBigArrow Group
As a strategicplanning and communicationsagency,we are distinguished byour focus in rare diseaseand specializedcare. We relyon unique insights that help our clients connectwith& activate their target audiences. See howour direction&velocity sets us apart.
We apply our ownclinicaland commercial experiences tohelp youinform and educatemore physicians; andtofind,start, and keepmorepeoplewitha rare condition on therapy.
We’re ProudofWhatMakes Us Different
We focuson the intersectionof rare and care. Ourdifferenceis bornfrom21yearsofexperienceinrarediseaseand patientadvocacy. Webring afull-spectrumunderstanding,fromthe sciencetothesolutiontothesoulofhealthcare itself, inorderto improvetheinfrastructureofcareitself.
Care is not just treatment — it's everything around it. Wemobilizephysicians,healthcareteams, systems, andcommunities to improvehowpeoplelivewithraredisease. Thatmeans orchestrating everybrand, communication, andsupportthatmakes everyinteractioncount.Forus, actionisadvocacy practical, purposeful,and personal.
We commit toempathize, innovate, and gofurther, faster. Inraredisease,thechallengesareknown patientidentification, professional education, and trust. What setsusapartisourability to integrateeveryresourcetomovefrominsightto impactquicklyand meaningfully. Asthecategorygrows, sodoes theneed todistill complexityintoclarity. Welead—sopatients canmoveforward.
WeKnowRare
20 years of rare disease experience
HCP, patient, payer comms, brandedandnon-branded
Pre-marketingconditioning andlaunches
Extensive partnership with patientorganizations Newdigital applicationsto find, convertandsupport patients
(Amicus)
(Amicus)
(Amicus)
(Sanofi)
(Amicus)
(Sanofi)
(Sanofi)
(Pre-transplant) Idefirix (Hansa)
(Biomarin)
Infantile SpasmsEpilepsy
(Pyros)
(Amicus)
Nephropathic cystinosis Procysbi(Horizon;Chiesi)
Niemann-Pick Type C In development (Amicus)
(Sanofi)
+ Opfolda(Amicus)
(Biogen)
WeKnowAdvocacy
Empathy Forms OurFoundationfor Activating Patient Groups
Werelyon ourownextensive body of ethnographicresearch to truly understandpatient andfamily experiences and address the needs of the rare disease community.
Weunderstand patientadvocates’ influenceon decisionmaking, from drug development to reimbursement to raising awareness.
• Knowledge ofregulatoryrules,limitations andopportunities,in boththe US (FDA) and Europe (EMA), which includes CHMP,HTA, and its scientificcommittees
Ourproven process identifies where we can interveneto encourage patientengagement through tailoredmessaging, tactics, contentand socialmedia.
BigArrow possesses deepexperience with manyadvocacy groups in the US and Europe, including agency-of-record assignments.
WeOptimizeOnline EngagementtoFind,Start, andKeepPatients
Our teams offer omni-digital marketing strategy, activation, and optimization services to raise disease brand awareness and decrease time to diagnosis.
Our responsive and experienced digital media team iscertified on the latest platforms to help drive online engagement.
OurStrategic ProcessTakesYouFurther. Faster.
01
Process 02
Purpose
Understand &Align
Definethe Opportunities
Build theStrategic Foundation
Activate&Execute
Enable &Transition
03 Deliverables
We become immersedin the science, clinicalprogram, and disease landscape,allwithin the context of your business objectives,milestones, and strategicimperatives.
KickOff
Timeline
Process & Alignment
BrandStatus& Goals
Disease Status
BenchmarkTime-To-
Treatment
Wedefinethe entire opportunity space.
Wedevelopstrategic frameworksthat integrate scientificrigorandmarket insight.
Wedrivehigh-impact execution across audiences and channels.
As readinessaccelerates,we help preparefor what’s next.
MarketResearch
Competitive Audit
MarketAnalogs
Strategic Planning
Positioning
Disease Awareness
PatientJourneys
ClinicianBehaviors
InstitutionalBehaviors
Advocacy Ecosystems
Positioning Narratives &
Value Proposition
MessagingPlatforms
Go-to-MarketStrategies
BrandArchitecture
AudienceInsights
Vision & Mission
Naming& Visual Expression
Disease Information Needs
Branding,CoreCreative, & Design
ScientificContent
HCPEducation
Patient& Caregiver
Communications
Advocacy Partnerships
Stakeholder Engagement
Integrated Campaigns
Launch & ChannelPlanning
Find-Start-Keep-Support
Strategies
Scale-upofInternalTeams
Transition Knowledge,Tools, & Frameworks
EquipmenttoSustain Leadership
Foundation Built on
ScientificIntegrity and
MarketInsights
Reporting & Analytics
WhatClientsSay
“Big Arrow brings a boardroom perspective to marketing and a marketing perspective to the boardroom.”
”Quite simply, the best brand strategists I’ve ever had the good fortune to work with.”
Chief Marketing Officer Regional Medical Center
“Big Arrow brings experience from many regulated industries, providing insights not typically found in agency partnerships.” VP, Communications Healthcare
“If you seek smart, strategic, creative marketing solutions...Big Arrow Group will deliver.”
SVP, Marketing Regional Hospital System
OurLeadership
MichaelMarino
Founder &President
Michael startedBig Arrow Groupin 2004 to converge the disciplines of strategic planningand communications to identify and activate customer insights faster and more economically. Before Big Arrow, Michael served as Chief Strategy Officer of Manning, Selvage & Lee Worldwide (consulting, crisis, and PR), Managing Director of Masius (digital and B2B), and President of Medicus/DMB&B offices in New York andLondon (healthcare), all part ofthe Publicis Groupe.
He has envisioned and launched new brands for Aetna, Accenture, Bayer, BioMarin, General Motors, Hansa Biopharma, MasterCard, Northeast Utilities, Northwell Health, Philips, P&G, andSanofi. At BigArrow, Michael is responsible for overseeing creative development andstrategic planning. He gained both his clinical andscientific points of view after spending six years as aresearcher andclinician for the New York Jets, Rangers, Knicks, and Joffrey Ballet. He also spent 12 years practicing at Lenox Hill Hospital, Hospital of the University of Pennsylvania, Northwell Health, and private practice.
He currently lives in France and manages allEurope-based clients.
BillMulligan Senior Partner
Bill’s experience has encompassed all phases of communications, including strategic planningand integrated program development on adomestic as well as global basis. His expertise is uncovering distinct and effective brand and corporate positionings that leadto effective strategic and creative solutions to increase revenue and build customer loyalty.
He startedin the early days of “integrated marketing” and has been a driver with every aspect of the evolving communications landscape, right up to today’s workwith data analytics, AI, and omnichannel communications. Bill held significant roles (from Account Executive to CEO) at Medicus/DMB&B, Warwick Baker O’Neill, J Walter Thompson, Ogilvy Healthcare, andChameleon Group/HCG. His experience is with a broadset of categories, including food, fashion, technology, package goods, OTCs, and pharmaceuticals, across all classes oftrade. Bill has helped build brands with Procter & Gamble, American Express, Unilever, Panasonic, Lexmark, Bausch and Lomb, even Fruit of the Loom. In healthcare, he’s partnered with the Top 20 pharmaceutical companies, including J&J, Pfizer, Bayer, Eli Lilly, and Novartis, across all elements ofthe communications continuum.
AJ Marino ManagingDirector
As Managing Director, AJleads all facets of operations and client relations for the agency. Before joining Big Arrow, AJ managed key agency accounts for the health, sports, and entertainment pillars at BSSP, leading integrated campaigns and driving results for brands such as Blue Shield of California, ESPN, First Hawaiian Bank, FootJoy 2K, and Blizzard Entertainment. His expertise in each department, from strategic planning to production, creative development to data and analytics, provides a unique vision, precision, and result-oriented focus to the agency.
Earlier in his career, AJwas an Emmy Award–winning producer at Good MorningAmerica, where he operated in high-pressure environments and delivered compelling stories to millions of viewers every day. His diverse background provides afoundation for fruitful client relationships andeffective cross-functional leadership.
AJ lives in MillValley, California. In his spare time, you’ll likely find him playing fetch with his dog, named Bird.
