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The Data-Driven
Media Agency
focused on health

Add expert-curated omnichannel media to your HCP, patient, and/or Payor marketing while nimbly extending your marketing team.

Our past & present clients include:

Collaborate with our experts to create strategic go-to-market plans, nimbly optimize every campaign with applied analytics, and experience how maximum effectiveness & efficiency in your media improves your brand health.

Collaborate with our experts to create strategic go-to-market plans, nimbly optimize every campaign with applied analytics, and experience how maximum effectiveness & efficiency in your media improves your brand health.

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Build nuanced DSE and branded connections that engage HCPs, patients, caregivers and payers

Achieve your business objectives with insight-driven planning using our proven proprietary approach that starts with the end in mind
Integrate all media: traditional, digital, search, audio, video, conferences, print, etc. across your messaging & audiences to produce stronger results
Test, validate, and optimize your media campaigns with your live analytics dashboard reporting tailored to the Key Performance Indicators (KPIs) that matter most to your brand.
Create custom partnerships with publishers to reach & engage your patient, HCP, and/or payer audiences where they already are
Leverage how your audiences discuss your brand &/or treatment to drive appropriate messaging & influence within social communities
Adapt your existing brand assets to fit your media specs, or collaborate with your AOR on new materials for your media programs

Underscore is different. Our “A team” of experts nimbly unlock critical nuances that “B” and “C” generalists at other agencies never see. And, we’re privately held, allowing us the freedom and flexibility to focus on your sustained success ahead of our own agenda.

Underscore is different. Our “A team” of experts nimbly unlock critical nuances that “B” and “C” generalists at other agencies never see. And, we’re privately held, allowing us the freedom and flexibility to focus on your sustained success ahead of our own agenda.

Our differentiation is digging deeper to achieve the optimal result at optimal cost and being nimble in ways large companies can’t

Our differentiation is digging deeper to achieve the optimal result at optimal cost and being nimble in ways large companies can’t

Leadership Team

Lauren Boyer

Lauren Boyer is the Chief Executive Officer of Underscore, and she has championed Underscore into a solutions-based media company, exhibits many admirable qualities of leadership, and challenges every one of her employees to do the strongest work they can.

She has been the recipient of multiple awards for entrepreneurialism and leadership: Lauren was recognized by MM+M as a winner of their coveted Women of Distinction gong, and was also honored by PM360 Magazine as the winner of their ELITE100 Mentor award. She is on the board of Entrepreneurs Organization (EO), an active KPMG/University of Michigan QuantumShift Fellow, and has been recognized as one of the top 50 female entrepreneurs by Inc. Magazine. Lauren earned her AA in Industrial Design from the Art Institute of Philadelphia and has also attended the State University of New York, New Paltz. She actively mentors budding and established entrepreneurs and encourages an environment of continuous learning and innovation at Underscore.

Lauren’s career in digital and media began in the 90’s, just as digital became a viable marketing channel. An early pioneer, she launched the first ever digital media campaign for SmithKline Beecham, helped develop the first website for Medicare Supplement and Replacement Insurance for Independence Blue Cross, and developed a methodology for a $100MM private publisher to create digital revenue streams incrementally and without cannibalization of the printed base portfolio. Lauren’s focus on ROI and passion for finding the critical details that transform campaigns from good to great include developing a grand scale multivariate test framework using fractional factorial analysis for understanding ROI potential in digital media across Pfizer Rx brands within the Pfizer for Living portfolio, and developing a projection approach for predicting ROI prior to media investment.

Other firsts in Lauren’s career include:

  • Collaborating on the digital marketing strategy for the Claritin Rx to OTC switch (where she first met Tom Hespos)
  • Launching the media for first Hep C cure, Sovaldi (Gilead)
  • Leading e-marketing strategy, execution and media ROI with a test & learn approach that took the company from a skeptical digital mindset to investing over 10% of their marketing dollars over a 2 year period across Wyeth Consumer Brand’s, which included: the Advil franchise, the Centrum franchise, ChapStick, Preparation H, Robitussin Franchise, Dimetapp, FiberCon, Caltrate, and Emergen-C
  • Developing a method together with the Underscore team for Twinnings to realize incremental revenue by leveraging e-commerce and digital media

In her career, Lauren has held the titles of Account Supervisor, Strategic Consultant, Vice President of Marketing, Chief Global Strategist, and CEO. Currently, Lauren leads the aggressive growth of Underscore Marketing through focused positioning, operational innovation, and a culture of enrichment and evolution. She believes Underscore is the model for how media and marketing agencies should, and will, evolve in the future. One of her favorites memories of working at Underscore was years ago, when they figured out how to map Nielsen data to Yahoo’s audience base and prove out ROI from digital media to retail purchase. It was these early tests that drove Underscore’s focus on data driven programs and ROI measurement, a fundamental differentiation in the industry.

Chris Tuleya

EVP, Managing Director
Chris Tuleya

Chris Tuleya is EVP, Managing Director, and for the last twenty years has been a driving force for various forms of media across his career. He started with The STAR Group as a Media buyer and planner, and from there, moved to Razorfish (now Digitas), as a Director of Search. Since joining Underscore, he’s been a Director and VP of Search, a VP and EVP of Media, and is currently active as the EVP of Global Innovation. He also successfully launched the original Comcast Video On Demand, along with the launch of Sovaldi, and has worked across all of the J&J brands (Rx, OTC, CPG).

Chris works with Underscore Marketing because of the entrepreneurial spirit the company has always allowed him to exhibit. In his career, he’s most proud of the launch of Sovaldi, which allowed him and his team to execute a 360 program across all media channels, in order to create a cohesive and impactful brand launch. His approach to work is collaboration. He finds that working together brings out the best ideas in everyone. According to Chris, no single idea or plan is developed in a silo. Chris graduated from the University of Scranton, with a BA in Communications, with a concentration in Public Relations/Advertising, along with a Minor in Business.

Brandi Ascione

EVP, Managing Director
Brandi Ascione

Brandi has 25 years of professional experience developing and commercializing digital marketing and innovation strategies and solutions for the life sciences industry. Her expertise has played an integral role in increasing profitability and driving patient outcomes for over 15 life science organizations including BMS, Pfizer, Amgen, Vertex, and Novartis Oncology.

In her roles as EVP, Brandi is focused on bringing new innovations to clients to support brand and customer objectives and meet unique business challenges. Brandi also oversees innovation-centric processes that allow her to identify the highest priority solutions that can help clients best achieve their goals using innovation.

Sarah Patterson

Sarah Patterson is the CFO for Underscore, where she brings years of financial knowledge to the inner workings of our company. She has previously held Acting CFO roles at several creative agencies, and has previously held the titles of Asset Manager, and Financial Analyst. Sarah earned her BS in Finance at the University of Connecticut.

Sarah enjoys working for Underscore because it is a company of people with a strong work ethic and professional standards, who are wonderful to work with. She enjoys working with peers on a high performance team where everyone is pulling equal weight and taking personal accountability for individual excellence.

Jay de la Cruz

With 25+ years’ experience, Jay de la Cruz delivers strategic media solutions to achieve brand business goals. He leads a team of media strategy, media planning, media buying and media execution experts who collaboratively ensure that campaign goals are achieved in order to maximize engagements and ROI.

He likes challenging himself and his team to deliver innovative solutions that are always driven by insights and data. At Underscore, he has launched multiple campaigns in rare disease (drug launches and disease state education), medical device and health systems.

Tiffany Marg

Tiffany Marg is SVP, Data-driven Performance Strategy, with over 20 years of pharmaceutical marketing experience in creative agencies. In this role Tiffany is focused on ensuring Underscore continues to operate at peak performance levels, notable through the continued execution of best-in-class, growth-focused pharma media and marketing solutions.

Her experience ranges from HCP to patient communications across all channels, and many disease states – including HIV, cystic fibrosis, oncology, peripheral arterial disease, narcolepsy, diagnostics, and autoimmune disorders. She has a strong understanding of strategy and planning throughout the entire lifecycle of a product, from clinical-trial recruitment, through market shaping and brand launch, to brand maturity/loss of exclusivity.

Tiffany has a deep passion for understanding the nuances of brand and creative strategy, and how they relate to targeting and messaging strategy. She came to Underscore because of her belief that creative and media should work in concert, vs. one leading the other, and enjoys collaborating with clients and partner agencies to make it happen.

Tracey Yonteff

A 25-year veteran in the healthcare advertising and marketing space, Tracey started her career as an agency account person for an array of pharma brands and later spearheaded the marketing effort to launch a first-of-its kind portal in the eyewear and eyecare space. She recognized the immense value of human capital, pivoting to apply her unique perspective to Human Resources.

Tracey’s vast HR experience includes recruiting, launching HRIS systems and employee relations, but shines most brightly as a true business partner. She epitomizes Underscore’s values through her passion for people and problem solving – combined with a focus on empathic leadership.

Tracey holds a Bachelor of Arts degree from Duke University. In her spare time, she is an avid runner and has completed 25 half marathons and seven marathons. She lives in New York City where she is raising her teenage son.

Stephanie Carman

SVP, Client Services
Stephanie Carman

Steph has over 20 years of pharma & life sciences agency experience, with the majority of her career focused on launching new products in new and existing categories ranging from diabetes to rare disease. Steph is famed for her impressive ability to foster client relationships and to guide a successful team. Her wealth of experience with clients and team development help Underscore support and grow its client services team and take them to the next level of performance excellence.

Steph’s portfolio includes, amongst others, Toujeo/Diabetes where she led the brand’s strategic development and successful launch; Actemra/RA where she drove KOL planning and engagement for brand launch and additional indications; and Dupixent/Atopic Dermatitis where she spearheaded the launch of the first biologic for AD – ensuring fluid alignment across the brand alliance. She also has robust healthcare and clinical experience in the hospital and LTC settings providing patient care as an EMT, Nurses Aid, and Phlebotomist.

Dagmara Peinke

SVP, Global Intelligence
Dagmara Peinke

Dagmara Peinke is our Senior Vice President of Global Intelligence. In her role, Daga evaluates opportunities from executives, identifies opportunities and leads the cross-functional efforts needed to recognize them. She delivers several areas that maximize efficiencies while ensuring we continue to deliver the highest quality and value to our clients and team. Daga is critical in ensuring we balance our internal health with the commitments we make to clients, vendors, and team members.

In her previous role as VP of Biddable Media Daga specialized in the marketing of health & wellness brands through all lifecycle stages: starting from clinical trial recruitment campaigns, through the pre-launch market-shaping, launch and promotional phase, ending with patent expiration and marketing sunsetting. She’s successfully managed 60+ Pharma & Biotech brands across multiple categories and therapeutic areas: supplements, OTC, physiotherapy gear, medical devices, and prescription drugs, including black box therapies. Throughout her career, Dagmara has had the opportunity to work with brands across oncology, hematology, neurology, psychiatry, cardiology, and endocrinology, as well as e-commerce, FMCG, fashion, software, and more.

Located in Krakow, Poland, Daga has been with Underscore since 2009. She earned her Master’s Degree in Marketing and Management and then completed her Post Graduate Studies in Online Marketing. While at Underscore, she spent three years teaching Search Engine Marketing at the WSE University in Krakow.

Ewa Kopcinska

VP, Global Compliance
Ewa Kopcinska

Ewa Kopcinska is our Vice President of Global Compliance, which involves ensuring Underscore adheres to all pertinent international rules & regulations across all of our locations.

Located in Krakow, Poland, Ewa has been with Underscore since 2007 where she’s worked toward evolving Underscore’s business in that part of the world. In her initial role working in the paid search team, she spent two years in the US Headquarters, which gave her the unique perspective of knowing both sides of the business, both cultures, etc. Upon returning to Poland in 2011, she worked on expanding and training the local team and later took on the role of running the Poland offices. With her core strengths in business administration, in 2017, she ultimately shifted to Operations, connecting Underscore on a global scale.

When not at work, Ewa and her husband are kept busy by their three young children. She enjoys yoga and would love to take up horseback riding one day. She also loves traveling, and meeting new people and cultures. She earned her MA in Marketing at the Cracow University of Economics.

Martin Jones

Director, Marketing & PR
Martin Jones

Martin is our Marketing Director and has spent the last 15 years of his professional career mastering (or at least trying to) the art of brand and product positioning and messaging. He cut his teeth working as a copywriter and content marketer at various SaaS and tech-focused companies, traversing established corporations as well as start-ups and now, agencies.

One of the things Martin enjoys most about his role is the chance to research and understand the nuances of both established and new markets, and through growing his understanding of them look for the Holy Grail of product-market fit. The goal: to create content that builds potential clients’ understanding of Underscore’s unique value and how we can service their needs.

Michał Kurzyk

Snr Director, Global Media Ops
Michał Kurzyk

Michał has over 12 years’ experience working with various media channels. Originally involved with paid search, his focus shifted to media and paid social. Currently leading our Ad Operations team, he is responsible for campaign implementation and reporting, data & technology, and is in charge of data gathering, web analytics and automation.

Michał is focused on finding the right solution for any given challenge, maximizing every opportunity. He believes flawless cross-team collaboration is key to guiding our clients and, ultimately, achieving success.

We’ll meet you where you are and provide the right people where and when you need them. We never allow budgets to be barriers and always find innovative ways to do more with less.

We’ll meet you where you are and provide the right people where and when you need them. We never allow budgets to be barriers and always find innovative ways to do more with less.

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