Underscore Marketing

Underscore Marketing operates out of New York and works exclusively within the life sciences sector, supporting pharmaceutical and healthcare brands across the full treatment journey — from pre-launch payor promotion through HCP launch engagement to patient activation and conversion. Its client base spans brand teams seeking omnichannel media planning tailored to healthcare providers, patients, and payors, positioning itself as an extension of internal marketing teams rather than a standalone external vendor. The agency's services center on strategic planning, media planning and buying, pay-per-click, advertising, and search engine optimization, applied specifically to pharmaceutical marketing challenges. A named offering, the PINNACLE Planning Suite, combines analytics with artificial intelligence and machine learning capabilities alongside pharmaceutical marketing strategists to identify factors driving promotional effectiveness for individual brand goals. The agency also describes a "Gold Standard Media" approach aimed at engaging healthcare providers and patients at different stages of the treatment journey, and emphasizes what it calls "true omnichannel excellence" — moving beyond conventional multichannel tactics toward integrated, cohesive promotional strategies across touchpoints. Additional offerings include a "Media AOR" function and data-driven strategic planning built around client-defined strategic imperatives. The agency positions its planning activities as outcome-centered, working from a brand's stated goals to determine promotional pathways and optimize spend and impact.