JB Ashtin CEO Joni Bradley thriving in ‘MedComms’ industry

By Ryan M. Place

Plymouth is full of surprises if you take the time to look around. Take, for example, the medical communications agency JB Ashtin, which is led by female entrepreneur (and multi-award winner) Joni Bradley.

As founder, president and CEO, Joni is at the helm of a company with 25 employees currently providing service to 16 clients across the United States. You might ask, however, what exactly is JB Ashtin and the medical communications, or MedComms, industry?

“On behalf of our pharmaceutical and biotech clients, JB Ashtin helps translate complex scientific information for healthcare providers, or HCPs,” Joni says. “We interpret the science and clinical data that support new medications.”

JB Ashtin’s deliverables come in a variety of forms, including “running advisory boards, designing digital educational programming for HCPs, and supporting researchers to publish their data in major medical journals,” she says. “We also offer strategic services to medical affairs and commercial teams of our pharma clients.”

Joni created a thriving company from scratch. It is also a company that actually did well during the pandemic. “We are extremely humbled that our business has been steadily increasing,” says Joni. “It’s a testament to our team. Every single day they continue delivering relevant solutions to our clients.”

Located on General Drive south of Ann Arbor Road, JB Ashtin has evolved to an impressive degree since its original location: Joni’s basement in Canton. “I formally established JB Ashtin in September 1999 and expanded it in the Summer 2000,” she explains. “Prior to that I was a medical writing consultant. The trajectory of my career was uncertain, so I took a risk and 20 years later, I couldn’t be happier.”

Joni has deep Michigan ties. Her parents grew up in Southeast Michigan, and Joni and her siblings grew up in Dearborn Heights. “I attended Wayne State University for pre-pharmacy classes,” says Joni. “Then received my PharmD from the University of Michigan College of Pharmacy.”

After the first year of pharmacy school, Joni had her daughter, Ashley. “My entire college career, I was either pregnant or had a little one,” she says. “Learning how to be a parent while studying pharmacy and working simultaneously was tough. I thank God for my husband, Bruce.”

Upon graduation, Joni’s family moved to New Jersey where she worked for Scientific Therapeutics Information, a medical writing agency.

“Eventually, we wanted to move back to Michigan, but my employer didn’t support working remotely,” she says.

“Through networking, I found a Philadelphia-based company, Medical Education Systems, who let me work remotely.”

Joni moved the family back to Michigan. “I opened the Midwest office of MES and created their medical writing department,” she explains. “Prior to that, the company only hired freelance writers. When I left in 1999, we had 19 people in that group.”

For a brief period, Joni became a consultant. “I was a sixthmonth contract worker for Searle, a global pharmaceutical firm which has since been acquired by Pfizer, when I came up with the name JB Ashtin,” she explains. “And around this time my husband and I made the decision that he be the stay-at-home parent, so I could focus on my business. He’s my secret weapon. JB Ashtin stands for Joni, Bruce, Ashley, and Austin -- my family.”

JB Ashtin’s first actual office was in downtown Plymouth on Forest Avenue.

“We were only there a year, quickly outgrew it, then we moved to Five Mile and Beck,” she says. “Now we’re at Lilley and Ann Arbor Road.”

Although through the pandemic, everybody was working remotely.

Purposely kept as a smaller sized boutique agency, JB Ashtin competes with some agencies that are up to 20 times larger.

“We are very selective in who we hire, and we pride ourselves on being able to give our clients personalized service,” Joni says.

And how does JB Ashtin generate such great business? Some “95% comes from client referrals and repeat business,” she says. “Repeat business is a blessing. If we had to go out and find brand new clients every year, it would be incredibly tough. It’s all about the people. The care each of our staff takes in developing client relationships is genuine and consistent.”

“We want to hire the best no matter where they live,” says Joni. “Six of our employees live in different states and two live in West Michigan, so they’re always working remotely. And when we re-open after the pandemic, the return to the office will be optional for Michigan-based employees.”

In terms of organizational anatomy, JB Ashtin is divided into: Business Development, Operations, and Account Services departments. “Five members on our leadership oversee these teams,” explains Joni. “They all report to Jeanne Nickoloff, our COO, and Jeanne reports to me. As a group, JB Ashtin has a large knowledge base and very broad therapy-area expertise.”

Joni is tremendously proud of her team. “Not only do I get to do what I love doing every single day, but I work with absurdly great people,” she gushes. “And as a group, together, we make real tangible differences in not only each other’s lives, but also the lives of our clients and ultimately, patients. I don’t always slow down enough to think about that.”

Community engagement is a core value at JB Ashtin, as they support several causes, including Life Remodeled Detroit, Adopt A Family, and the Making Strides for breast cancer campaign of the American Cancer Society, etc.

“We love donating and being actively involved,” Bradley said.

In addition to hiring staff (they recently had an opening for a senior science director, for example), JB Ashtin also offers internships for pharmacy students and now, a one-year post-doctoral fellowship.

“The fellowship is geared towards someone who completed their PhD or PharmD and wants to learn more about the MedComms industry,” explains Joni. “We get plenty of PhD applicants but many have no idea what MedComms is, so we’re using this fellowship as an educational effort.”

Where is JB Ashtin headed?

“I envision having multiple and complementary strategic partnerships, especially those in technology and digital solutions, and thereby expanding our service offerings,” says Joni.

And for all you aspiring entrepreneurs out there, Joni has some great advice. “Don’t be afraid. Sometimes you have to jump in and take a risk,” she says. “Surround yourself with people who are smarter than you, don’t be afraid to collaborate, and keep learning. It could be lifechanging.”

For more information about JB Ashtin, visit www.JBAshtin.com or email jobs@jbashtin.com.

Ryan Place is a Plymouthbased freelance writer. If you have a great Plymouth story idea, please email him at place313@gmail.com.