McKinney Health Launched Patient Ambassador Program
The agency debuted the Living Experience Ambassador Programs to emphasize human perspectives in healthcare.
Updated on Oct. 2, 2026 in Advertising
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McKinney Health recently introduced its Living Experience Ambassador Programs, known as L.E.A.P., to highlight real human experiences within the healthcare system. The agency also appointed Laura Catalusci as the new executive director of advocacy.
Why it matters
The program was established to preserve and accentuate the human aspects of the healthcare industry. By utilizing patient ambassadors without scripts or actors, McKinney Health aims to prioritize impact on patient outcomes and broader industry understanding.
McKinney Health was named a 2026 MM+M Agency 100 honoree for its industry performance. The agency currently serves healthcare clients including Biogen and Galderma through its integrated strategy and creative teams.
The players
McKinney Health
This creative agency is a subsidiary of Cheil Worldwide and was recognized as an MM+M Agency 100 honoree in 2026.
Laura Catalusci
She serves as the new executive director of advocacy at McKinney Health and previously held leadership roles at FCB Health New York, YuzuYellow, and YuzuZest.
The details
McKinney Health, a subsidiary of Cheil Worldwide, implemented a no actors and no scripts policy for the L.E.A.P. initiative to ensure authentic patient representation. The program integrates account, strategy, and creative personnel to directly support client communications.
Timeline
September 28, 2026: McKinney Health officially debuted the L.E.A.P. program.
Market Landscape
This move reflects a broader trend of agencies seeking specialized advocacy roles to differentiate themselves in the crowded healthcare marketing sector. By formalizing patient-led initiatives, McKinney Health positions itself to capture market share from competitors who rely on traditional talent models.
The program shift may result in more authentic patient-focused marketing materials for healthcare brands and their consumers. Patients and providers can expect to see less reliance on traditional actors in upcoming pharmaceutical and medical campaigns.
The takeaway
The move underscores a shift toward authentic patient storytelling as a standard business practice in healthcare advertising. Agencies are increasingly prioritizing direct patient engagement to enhance the perceived reliability of their client messaging.
Further reading
For more developments in the industry, visit the Advertising section.
Source note: This article includes information reported by MM+M - Medical Marketing and Media.
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