Medulla’s US Entry Signals the Rise of Super-Specialist Health-Tech Advertising

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NEW YORK--(BUSINESS WIRE)--Nov 13, 2025--

In a healthcare market defined by innovation, regulation, and rapid digital transformation, health-tech marketers in the United States are increasingly seeking partners who can speak the language of both healthcare and marketing. That’s the opportunity Medulla Communications, one of the most-awarded healthcare advertising agencies globally, is stepping into with its US launch.

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Medulla Founder & Global CEO, Praful Akali, and US Consulting Director, Andrew Schirmer, leading the agency’s expansion into the US HealthTech market.

Over the past two decades, Medulla has demonstrated industry-leading creativity and effectiveness across the world, having been recognized as the Healthcare Agency of the Year at Cannes Lions as well as the #4 Most Effective Independent Agency globally by Effies.

A Market Ready for Super-Specialists

“The era of health-tech brands and startups having to choose between market understanding and cost-effectiveness is over,” says Andrew Schirmer, Consulting Director for Medulla’s US operations and a veteran of Ogilvy, McCann, and Omnicom. “Our model brings together the best of both worlds—US-based strategic leadership and India-based creative and digital execution that’s fast, technically sound, and cost-effective.”

Schirmer’s addition signals Medulla’s intent to play seriously in the US market. With more than 30 years in healthcare marketing, Schirmer has partnered with health care companies, governments and NGOs to deliver life-saving communication strategies across categories, geographies and channels. His leadership will be instrumental in building Medulla’s footprint and influence in the US.

Medulla US will focus on healthtech startups. Why would an agency focus on such a niche sector? Praful Akali, Founder and Global CEO of Medulla Communications, responds, “US Healthcare startups have the technology and the capabilities to change the way healthcare is managed across the world but they struggle with the right agencies to support them. Playing a role here drives global impact in addition to agency business.”

Medulla brings in the rare combination of performance marketing and brand communication that these brands need – first to build business at the 0-1x stage, then to scale the business through brand communication at the x-to-10x stage when start-up brands can afford to invest in mass communication and brand-building. These are often handled by different agencies and this transition then becomes a common point of failure for many healthcare startups.

Andrew adds, “Medulla’s combination of capability and cost-effectiveness not only ensures that this transition is seamless but also allows startups to invest in brand-building at a much earlier stage since most brand-building agencies are out-of-reach for early-stage startups.”

Why This Move Matters

The global health-tech sector is expected to exceed $1 trillion by 2030, driven by AI, telemedicine, and personalized care. Yet, the sector’s brand-building challenges remain.

For US companies, tapping into that expertise outside domestic borders could mean faster, sharper, and more credible marketing—without the overhead of large global networks. For Medulla, it’s the next chapter in becoming a global name in specialist healthcare communication.

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For media inquiries, please contact:[email protected]|https://medulla.agency/USA/

KEYWORD: NEW YORK UNITED STATES INDIA NORTH AMERICA ASIA PACIFIC

INDUSTRY KEYWORD: MARKETING HEALTH ADVERTISING COMMUNICATIONS HEALTH TECHNOLOGY

SOURCE: Medulla Communications

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PUB: 11/13/2025 10:00 AM/DISC: 11/13/2025 10:01 AM

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