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The CementWorks

The CementWorks (TCW) is a full-service healthcare advertising agency that was created in 2000 in New York City. Their stated mission, according to their website, is "to apply the basic principles of branding to a primed healthcare industry."

In 2004 they attempted to branch out into the international advertising market by organizing the launch of "Indigenusâ„¢", the first global network of independent healthcare communications agencies.

Inception

TCW was founded in 2000 by partners Susan Miller and Rico Viray, who still retain control of the company.

Susan Miller

Susan spent 12 years at Cline, Davis and Mann (CDM) helping to grow the agency from a 20-person, single-client (Pfizer) boutique to a 200+ person, multidivisional, $40+ million agency, which was named Agency of the Year by the industry publication 'Med Ad News' in 1997.

To broaden her exposure in the industry, she joined Lowe McAdams Healthcare as Managing Director in April 1999. By year's end, Susan was promoted to President.

At Lowe, Susan met her future partner, Rico Viray.

Rico Viray

In the 1980s, as a pharmacologist at Baxter and a clinical researcher at DuPont, he specialized in cardiovascular disease and central nervous system areas. He then crossed over to project management and marketing in oncology and anti-infective products in the late 1980s at Pharmacia.

1988 began a decade of work in HIV/AIDS development in the United States. Rico left the industry in 1993 and joined AmfAR as the director of the HIV community-based clinical trials network. He later became the Associate Director of AIDS Clinical Research and Information. In 1996, Rico moved to the agency side joining Foote, Cone & Belding HealthCare to head up the Glaxo Wellcome HIV portfolio and the launch of Combivir. Having made significant advances in HIV, Rico joined Lowe McAdams as a Senior VP to shift his focus to GI and diabetes products.