Our Mission

Our Approach

We look beyond the diagnosis to the Total Lived Experience.

  • The Daggerwing Health Effect™ is triggered when we immerse ourselves in a person’s total lived experience. Understanding the “patient-as-person” lets us map the how, where, and what to say that drives people to take more responsibility for seeking and staying on treatment—and improving their health. It also lets us support people in meaningful ways that go beyond efficacy to help improve their quality of life.

    What Does the Total Lived Experience Look Like?

    The Daggerwing Health Effect™ has helped clients like these create and launch brands, drive multi-channel acquisitions, and implement innovative, evidence-based programs—each geared toward helping people take more responsibility for treatment adherence and improved health.

  • What we do differently…and how:

    • We understand the true measure of “value”: supporting people in meaningful ways that go beyond efficacy and safety and speak to quality of life
    • We meet people “in the moment”: pushing out “right channel, right moment, right message” communications that captivate, driving interest and action
    • We engage influencers with timely and relevant content: combining big-data with new depths of understanding of “patients as people”
    • We build loyalty by differentiating through a person’s experience: delivering proactive prevention alerts through predictive analytics
  • Merck
  • Novartis
  • novo nordisk
  • Pfizer
  • GlaxoSmithKline
  • Johnson & Johnson
  • GE Healthcare Life Sciences
  • Mount Sinai Hospital
  • alzheimer's association
  • Bristol-Myers Squibb


Mapping patient beliefs

The first step towards changing behavior

Patient health beliefs drive patient behaviors. Understand the first and you can alter the second. But key to understanding a patient’s health beliefs is the ability to identify the things that help shape them.

Beliefs map

Patient beliefs

  • Quality of Life
  • Self-Efficacy
  • Personal Vulnerability
  • Consequences of Inaction
  • Health Literacy
  • Cultural Predispositions
  • Mental Status
  • Cognitive Factors
  • Treatment Effectiveness
  • Family Influences
  • Cost-Benefit Ratios
  • Degree of Health Threat
  • Physician-Patient Trust

A 360° view

At Daggerwing Health, we employ a proprietary tool based on the Health Belief Model called Belief Mapping™. Belief Mapping provides us with a 360° view of the unique forces that influence a person’s current health beliefs. And it provides insights into the emotions and behavioral responses these beliefs trigger.

Having access to this information allows us to challenge current beliefs and effectively drive patients to alternate desired behaviors.

Influencers: Health Care Team, Family, Community, Environment, Health Plan, Media, Social Network, Advocacy Groups


  • Health Care Team
  • Family
  • Community
  • Environment
  • Health Plan
  • Media
  • Social Network
  • Advocacy Groups


Overcoming barriers

A vital next step in moving patients toward positive change

Negative health habits are automatic behaviors people engage in without thought, making them the most difficult behaviors to break. Examining patient barriers is an important step in effectively altering these behaviors.

Once we identify these barriers, our experts apply cognitive behavioral approaches to develop highly focused integrated strategies, programs, and health promotion communications that deliver positive health outcomes and powerful results. Here are a few examples:


Effectively reaching patients

The essential final step in assuring positive health outcomes

At Daggerwing Health, we empower, motivate, educate, and deliver transformational change in patient behavior. Our specialists communicate with compassion and respect. They excel at breaking down complicated medical science into easy-to-understand visual and verbal language a patient can act on. And they build trusted relationships over a broad range of channels.

With a 360° view of a patient’s mindset, we are able to develop a more personal narrative. Strike a more authentic tone. And communicate with an irrefutable logic that drives patients to reach better health outcomes and helps our clients reach their target goals.

Here’s a quick look at our capabilities


  • Patient Experience Design
  • Belief Mapping
  • Strategic Planning
  • Health Literacy
  • Predictive Modeling


  • Digital Design
  • Behavior Management Apps and Tools
  • Social Media and Influencer Platforms
  • Gamification
  • Enterprise-level Intranet Development

Relationship Building

  • CRM Strategy and Execution
  • In-office Promotions
  • Real Age / Partner Programs
  • Pharmacy Partnerships
  • Savings Card Offers
  • Fulfillment / IVR

Behavioral Modification

  • Adherence programs
  • Disease State Education / Advocacy programs
  • Patient Support / Loyalty/Goal Programs
  • Peer-to-Peer / Health Coaching
  • Experiential / Community Outreach


The science of solid results

Solutions based in science have a positive effect on our clients’ spend. Their relationships with their patients are stronger and their outcomes are more successful. Take a quick read of 4 successful case studies.

The behavior-change specialists at Daggerwing Health created a multitouch, multichannel program for patients living with a chronic condition. The program’s purpose was to educate these patients about a widely held misperception concerning their therapy that was causing them to drop off treatment early. This highly successful intervention led to increased adherence generating an average of almost 2 incremental months of therapy per patient, per year.

Our team of experts created a highly successful multi-channel behavior-changing program that made it possible for physicians and chronically ill patients to collaboratively set treatment outcome goals at specific time intervals. Patient adherence to the program was delivered through web, email, and direct mail education and lifestyle modification support resources. A rewards component—allowing patients to help others living with the same condition—significantly increased participation, treatment, and lifestyle adherence and delivered sustained positive health outcomes.

Our health literacy consultants partnered with a large pharmaceutical company to convert hundreds of patient educational materials into a dynamic, modular “bank” of content, meeting all best practice requirements in health literacy. Today, it is used in-office by doctors and managed-care partners to better educate patients about their condition and provide positive health outcomes.

Our behavioralists mapped adolescent patient and caregiver beliefs and discovered a maladaptive health perception regarding treatment of a severe chronic condition.  An interventional program was developed to modify the disease-state perceptions and ensuing behaviors of both the children and their parents.  The program included tools and support to educate the parents and their children, their child’s teachers, and other adult caregivers about the condition, including what actions to take and how to identify when action is needed before an acute attack occurred.



Meet our behavior-change specialists

Ewan Main


Ewan Main is President and CEO of Daggerwing Group, a marketing consulting firm within Omnicom. Daggerwing Group serves as a strategic resource to Fortune 500 companies looking to fuel growth through improved customer management.

Over the last decade, Daggerwing’s consulting expertise was sought by clients in the health care industry. It soon became clear to Ewan what this sector needed—an agency capable of applying the best of Daggerwing’s consulting orientation with evidence-based, behavior-change capabilities.

In 2004, Ewan co-founded Daggerwing Health.

Since Daggerwing Health opened its doors, it has applied Daggerwing Group’s consulting and fiscal practices. That has led to better financial results for clients and better health outcomes for patients.

Ewan has led executive-level sponsored projects with clients, including GE Health Care Life Sciences, Phillips Oral Healthcare, Thomson Reuters, ExxonMobil, Hewlett-Packard, and Mercedes-Benz. He has also worked for a global manufacturer in leadership positions in sales, marketing, and operations.

Ewan has a Master’s degree in Business Administration from Wilfrid Laurier University in Waterloo, Ontario, and a Bachelor of Arts degree in Clinical Psychology from the University of Western Ontario in London, Ontario.

Cheryl Ferguson


Recognizing a need in the marketplace for more responsive, integrated, and cost-effective patient management solutions, Cheryl Ferguson co-founded Daggerwing Health in 2004.

Building on extensive experience in managing consumer behavior in other industries, Daggerwing Health has successfully shaped patient management into a competitive capability for its clients—and a more essential part of the total marketing mix.

Cheryl has experience developing patient education, acquisition, and adherence initiatives for health care brands in categories that include cardiovascular, respiratory, women’s health/contraception, and men’s health. She also has experience with leading OTC brands, oral health care products, health insurance, and nonprofit health care association marketing.

Cheryl’s career started in journalism, shifted to public relations, and then evolved to leadership positions in creative and strategic planning for Omnicom CRM and digital agencies.

She is also the co-founder of Daggerwing Group, a marketing consulting firm within Omnicom. Daggerwing Group serves as a strategic resource to Fortune 500 companies looking to fuel growth through improved customer management.

Cheryl earned an Honors Bachelor of Journalism degree from Carleton University in Ottawa, Canada. She taught postgraduate media relations at Ryerson University in Toronto.

D’Arcy King, PhD


As Chief Strategy Officer of Daggerwing Health, D’Arcy King leads behavioral and integrated communications strategy for our clients.

D’Arcy combines the insights of a Behavioral Health Psychologist with the instincts of a seasoned marketer to deliver evidence-based integrated marketing strategies that motivate patients, health care providers, caregivers, and payers toward better health outcomes.

She has over 20 years’ experience in behavioral science and health care/pharmaceutical marketing. She has helped to link behavioral and attitudinal data to patient outcomes to provide integrated insights for targeting, positioning, and multichannel tactical planning.

D’Arcy has worked across a broad range of therapeutic areas, including diabetes, cardiovascular, respiratory, immunology, oncology, obesity, and women’s health.

She has worked with such noted brands as Advair, Lipitor, Caduet, Chantix, Januvia, Victoza, Norditropin, Onglyza, Sustiva, and Tylenol. Her expertise has been sought by such clients as AstraZeneca, Bayer, Boehringer Ingelheim, BMS, CIGNA, Daiichi Sankyo, Forest Laboratories, GSK, Johnson & Johnson, Merck, MetLife, Novo Nordisk, Novartis, and Pfizer.

D’Arcy has taught and written articles on self-efficacy and adherence behaviors among patient populations with chronic conditions. She has also led research for the Friedman Diabetes Institute at Beth Israel Medical Center and the Mount Sinai Diabetes Center in New York City to help them identify barriers to adherence.

D’Arcy’s work has won an Emmy Award and 5 Telly Awards, and has been recognized by the US International Film & Video Festival, as well as the New York Festivals.

D’Arcy earned a doctorate in Cognitive, Social and Developmental Psychology at the New School for Social Research and a Bachelor of Arts at Columbia University.

James Newell

Creative Director

Award-winning Creative Director Jim Newell is a guiding creative force at Daggerwing Health, New York. Jim has deep health care experience across over 16 leading brands. And he has been a major influence in developing the branding and RM programs for the Dulera and Januvia accounts.

Prior to joining Daggerwing Health, Jim was responsible for the branded and unbranded work on Gardasil for the prevention of cervical cancer. He also launched several pharmaceutical brands and disease education campaigns, including, the first-ever interactive video-based website for this vaccine division.

With more than 20 years of direct marketing/health care experience, Jim’s work has been featured in college textbooks, industry publications, and Forbes magazine. He also lectures regularly at The NYU Stern School of Business on marketing best practices and creativity.

Jim is a graduate of Syracuse University with a Bachelor of Fine Arts in design.

Matt Sinacori

Chief Operating Officer

Matt Sinacori is the Chief Operating Officer of Daggerwing Group Inc. (a member of Omnicom Group), bringing a breadth of client-side and agency experience in finance, business development, operations and marketing to the role.

Matt’s primary focus is to enable growth and cross-divisional integration of Daggerwing Group Inc.’s range of consulting, agency and specialized marketing services. His responsibilities include functional leadership of all operations and service delivery personnel within Daggerwing Group Inc.’s divisions and services in all geographies.

Before joining Daggerwing Group Inc., Matt was EVP of Client Service Delivery for a specialized digital/mobile agency. Matt’s clients included Cablevision, Lexus-Scion, NYSC, Johnson & Johnson, Toyota and Novartis. He has also worked in positions within operations, marketing and finance for Omnicom Group Inc., American Express, Credit Suisse and Ernst & Young.

Matt holds a Master of Business Administration degree, specializing in marketing and finance, and a Bachelor of Science degree in accounting.

Career Opportunities

Career Opportunities

To learn about career opportunities in our offices in New York, London, Toronto, Singapore, Chicago, and Los Angeles



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