Consider it a new supercharged player in the AI marketing game.
Rare disease-focused pharma marketing agency CG Life is diving headfirst into the AI realm with the acquisition of AI-native agency The Considered+AI, CG Life announced in a July 28 press release.
Together, the joint company looks to build “a new model of commercialization partner,” enabling faster and more efficient work with greater impact, CG Life explained in the release. CG Life and The Considered now brand themselves as “one AI-native, integrated team” that can handle the specific needs of rare disease and specialty drug launches.
“Despite remarkable advances in science, too many therapies struggle to achieve their full potential due to commercialization strategies designed for a different era,” CG Life CEO David Ormesher explained in the release. “For companies developing innovative therapies, success is no longer determined solely by clinical data. It depends on helping patients, caregivers, physicians, and advocacy groups understand why a new therapy matters and how it can change lives.”
Enter The Considered, a 2021-established agency that was built around generative AI. According to its website, The Considered uses intelligent infrastructure to automate all essential but non-creative tasks, allowing its teams to focus on “sharper strategy, bold ideas and breakthrough innovation.”
GenAI platforms and the agency’s team of remote workers help advance The Considered’s HealthControl marketing approach, which relies on a three-step “provoke, aid and spark” framework built on behavioral science. GenAI is used throughout the process to simulate audience reactions and test different variations, giving the agency “greater precision, speed and impact,” it says.
So far, the firm has produced award-winning ad campaigns for AstraZeneca, Sanofi and more.
“We built The Considered to be an AI-native home for world-class talent, believing the simultaneous arrival of generative AI and remote-first working would fundamentally reshape what a great agency could be,” The Considered’s founder David Hunt said in the press release. “Joining CG Life brings together their deep scientific commercialization expertise with our AI-native culture to help ensure breakthrough therapies reach their full commercial potential.”
Ormesher calls The Considered the “leading AI-native pharma agency in the world” and notes that with its combined forces, the joint company will “offer a fundamentally different approach.”
“Rather than gradually adapting to the AI era, this acquisition demonstrates CG Life’s commitment to leading the transformation of scientific commercialization to drive greater success for our clients,” the CEO added. “The future belongs not to the biggest agencies, but to those that amplify world-class talent through AI-native ways of working.”
Hunt will continue as The Considered’s CEO and join the CG Life board. Financial terms of the deal have not been disclosed.
CG Life doubled its size in 2024 when it snapped up Seattle-based Toolhouse, expanding its array of digital tools and adding some 60 employees to its roster. More recently, the firm has been busy building out its C-suite with the May hire of Collette “Coco” Douaihy as chief creative officer.