Back in 2000, Susan Miller and Rico Viray started The CementWorks in their New York City apartment. Today, The Bloc is one of the largest independent healthwellness creative engagement agencies in the United States, with over 175 employees.

We bring best-in-class category and customer expertise, plus core digital capabilities, to develop pioneering customer-centric programs. It's made us the most awarded healthcare agency in the US, and recognized by Advertising Health as #3 worldwide.

The Bloc is also a founding member of Indigenus, a global network of independent healthwellness communication companies.


We believe creativity is a mindset, not a skillset. This spirit infuses itself into every corner of The Bloc, creating a culture of collaborators who focus on what's possible, rather than what's not.

The Bloc's flagship


New York City, and

offer sweeping views

of the harbor in a

space where creativity

can thrive.

32 old slip, ny, ny 10005
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Bloc Alley is a division of The Bloc

that drives commercial success for entrepreneurial health clients, and is headquartered in Phoenix, Arizona.

221 east indianola ave., phoenix, az 85012
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We actively celebrate diversity at The CementBloc. We are a certified woman-owned business, and our 175 + employees hail from over 25 countries, giving us a global perspective that adds depth and dimension to everything we do.


We love our partners. We have built long-standing relationships with many of the top global pharmaceutical companies, and with smaller, up-and-coming biotech innovators and startups. Whatever your size, we'll do great things together to help your business grow and thrive.


Do you have what it takes to work at The Bloc? If you take your work seriously but don't take yourself too seriously, then there's a good chance you do. To learn more about current opportunities, contact Lawton Taylor at 646-616-2585 or ltaylor@thebloc.com.

Creative awards are a happy by-product of bold clients, brilliant ideas, and flawless execution. In 2013 and 2014, The CementBloc was the most awarded healthcare agency in the United States. We were also recognized as the #3 agency in the world by Advertising Health at the inaugural Lions Health Festival in 2014.

The CementBloc
32 Old Slip
New York, NY 10005

For business inquiries, please contact:
Jennifer Matthews, Managing Partner

For all other inquiries, please contact

Our celebrated CREATIVITY resonates because it's grounded in a deep foundation of scientific insight from our MEDICAL team, and smart strategic thinking from our PLANNING group. Across HCP, patient, and payer audiences, we bring a strong understanding of our product and its competitive environment – and insight into the attitudes, perceptions, and behaviors of our target audience – to create relevant, groundbreaking work with the power to build belief and move markets.


Our OMNICHANNEL STRATEGY, CRM, and ANALYTICS teams take a wide-angle view of our customers' needs to create innovative engagement platforms. By creating customer models based on needs and channel preference, devising content strategy, and measuring brand impact beyond engagement metrics, we help our clients build and sustain long-term relationships with their customers.


The CementBloc Value Builders offer a full suite of strategic and communication services focused on driving brand access, reimbursement, and quality solutions in today's rapidly evolving healthcare landscape.


The Bloc is a founding member of Indigenus, the first and only independent global healthwellness communications network. Find out how we turn obstacles into opportunities to help your business get and stay UNSTUCK.


A new way of looking at the relationship between client and agency, this streamlined system reduces the time and expense in handling less complex projects. It can radically alter the way you allocate budget, driving maximum efficiencies that benefit your bottom line, while allowing you to focus more effort against innovative initiatives that drive top line growth.

Susan Miller
Susan Miller

Susan Miller

The Bloc represents the culmination of a lifelong dream for Susan. She spent 12 years as a leader in the management team at Cline Davis & Mann, where she had the privilege and responsibility of launching six multibillion-dollar brands for Pfizer, including Lipitor.

Along with her husband, Rico Viray, she founded The CementWorks in July 2000 and began building the Indigenus global network of like-minded entrepreneurial agencies in 2005. The global launch of Spiriva in December 2001 and the success that followed helped springboard The Bloc to become the second-largest, independent, full-service healthcare creative agency in the United States today.

Susan remains committed to brand building and is continually pushing The Bloc, its teams, and its Indigenus partners to redefine what it means to build a global brand in a very challenging and rapidly evolving industry. As exciting as her past career has been, she firmly believes that the best is yet to come.

Rico Viray


Rico’s strength comes from the diversity of his experience and the extent of his curiosity. Trained as a physiologist, he conducted basic science research in shock, dialysis, and artificial blood substitutes at Loyola University Medical Center and Baxter.

In the late ’80s, as HIV/AIDS emerged as the leading public health challenge, he joined Adria as Associate Medical Director for oncology and anti-infectives. He spent several years in the advocacy group AmFAR, overseeing their community trials program before he moved to FCB Healthcare and led the team that launched the GlaxoSmithKline HIV portfolio, including Epivir and Combivir.

It was at Lowe McAdams that he met his partner and wife Susan Miller. Shortly thereafter, they launched The CementWorks, now known as The Bloc.

Jennifer Matthews

Jennifer Matthews

Jennifer is a dynamic leader with the vision to spearhead sea change initiatives and bring them to reality. Jennifer joined The Bloc in 2007 and has led the transformation of the agency to a Convergent Branding model that integrates brand strategies and execution across customer segments and channels. Currently a managing partner, Jennifer was initially in charge of the development of The Bloc's relationship marketing and digital practices for both consumer and professional targets–working with Johnson & Johnson/Vistakon, UCB, Novartis Vaccines, Novartis Oncology, Medicis, Abraxis, Celgene, and Astellas.

Before joining The Bloc, Jennifer was responsible for the consumer healthcare group at Wunderman/Y&R, heading the team that created award–winning integrated marketing programs for AstraZeneca (oncology), Pfizer (smoking cessation, allergy, diabetes, cardiovascular diseases, depression), Shire (attention deficit hyperactivity disorder), and Weight Watchers. Prior to focusing on healthcare, Jennifer was responsible for several of Y&R's largest integrated consumer accounts, including AT&T, Showtime Networks, and American Express.

Elizabeth Elfenbein

Elizabeth Elfenbein

Elizabeth is a creative innovator and leader at The Bloc, where she develops and leads some of the most pioneering initiatives in the health and wellness sector. She has driven award-winning and innovative ideas across multiple sectors, customers, and channels for more than 25 years. She co-leads The Bloc creative department with her partner Stephanie Berman, where She has helped raise the bar for healthcare communications. As a result, The Bloc is now the most-awarded healthwellness creative engagement agency in the United States, and is recognized as the #3 agency in the world By Advertising Health.

In 2013, Elizabeth founded Happy Fuel, a microblogging social network and mobile app that helps people "live in the happy" by giving them a fun, simple way to discover, store, share, and fuel happiness forward.

In addition to her creative leadership role at the Bloc, Elizabeth applies her insights and vision to several industry leadership platforms. As editor-in-chief of HealthWellNext, an industry-first publication, Elizabeth offers a refreshing, provocative point of view on the challenges and opportunities facing the health and wellness industry and how it communicates with customers. With The Bloc's in-house Wet Cement Lab, she creates forward-thinking events and products that propel brand success. She also writes regularly about health and wellness innovation for MediaPost, Advertising Health, PM360, and PharmaVOICE, and about happiness for Coca-Cola Journey.

Elizabeth has served on numerous juries, including the inaugural Lions Health, Clio Healthcare, the Global Awards, and the Creative Floor healthcare awards.

Elizabeth Elfenbein
Stephanie Berman

Stephanie Berman

Since she joined The Bloc in 2003, Stephanie has been a continual driver of the company’s creative vision. Today, she leads the creative department along with partner Elizabeth Elfenbein, where they foster innovative ideas and industry firsts.

Stephanie is also part of the management team leading Indigenus, the largest global network of independent healthwellness communication companies, where she instills a collaborative, multi-local approach to developing global brands. She is the Editor-in-Chief of IF, a global thought leadership publication that brings together different voices from different countries and different fields to offer a diverse perspective on today’s healthwellness environment.

Stephanie has created and directed award-winning work across multiple countries, multiple customers, and multiple channels, and brings experience from a variety of diverse sectors, including financial services, technology, leisure, energy, and nonprofit. She has served on many awards juries, both in the US and globally, most recently as the Jury Chair for Clio Healthcare. Stephanie began her career in the United Kingdom, and has been based in the US for almost 20 years.



Art has a solid track record of partnering with clients to achieve measurable results with great efficiency. He has nearly 30 years of professional healthcare experience in a wide range of client services and agency management roles. His extensive brand experience includes multiple launches across primary care, specialty, and device markets both globally and domestically. Since joining The Bloc, Art has used his talents to grow business and improve the way client work gets done – most recently by leading Bloc Sky, an efficiency system to helps clients reduce time and expense in handling less complex projects.

For the past 13 years, Art has led successful teams at Grey Healthcare, GSW Worldwide, and now at The Bloc. Prior to joining The Bloc in 2007, Art worked across numerous categories, from anemia to vaccines.

To date, he has contributed to the success of 11 launches, 7 global assignments, and 4 co–promote engagements. He has had the benefit of variety throughout his career, gaining valuable insight and perspective by working in small specialty categories, broad–scale HCP and consumer assignments, highly technical subjects, and OTC projects.

Art Chavez
Alan Posner
Alan Posner

Alan Posner

Alan joined The Bloc in 2006 and oversees finance, business operations, and IT. He excels at hands-on management and strives for business excellence. Alan is recognized for producing accurate work, consistently meeting deadlines and maintaining strong working relationships with bankers, attorneys, creditors, employees, and clients.

Alan has a solid history of impacting agency growth through the implementation of systems, controls, policies, and procedures that spans over 25 years within the advertising and public relations industries, working at notable, rapid-growth agencies including Wolf Group, MWW Group, and Taylor PR.

Prodeep Bose

Prodeep Bose

As Growth and Innovation lead at The Bloc, Pro is focused on evolving next-gen creative marketing solutions and strategies to drive growth from emerging opportunities across the healthcare continuum.

He has been instrumental in driving strategic excellence and organizational transformation at leading creative agencies including Digitas, Ogilvy, and Saatchi & Saatchi, and led the evolution of new modes of framing brand value through customer engagement for industry-leading clients across healthcare, technology, finance, and consumer goods including American Express, Unilever, Cisco, IBM, Pfizer, AstraZeneca, BMS, Johnson & Johnson, Novartis, and GSK.

Pro's interest in exploring the potential for blurring the lines between communications and experience is a career passion that started as a graduate of the Interactive Telecom Program at NYU, best described as the center for the recently possible. An innovator and an entrepreneur at heart, Pro is always scanning the horizons for what's next.

Prodeep Bose
Dan Sontupe
Dan Sontupe

dan sontupe

Dan has spent his entire professional career in healthcare and specifically in managed markets. Over the past 20 years, he has developed a record of success working for the payer, the manufacturer, and the agency. Dan joined The Bloc in late 2010 and became the leader of The Bloc's payer team in early 2012. Using his client-first approach, the team has grown revenue by nearly 400% and represents more than 25 full-time employees. The group was rebranded as the Value Builders in 2014, focusing efforts on a more client-centric approach to organized (payer) customers and brand marketing.

In addition to his 7 years with managed care prescription benefit manager Medco Health (now part of Express Script), Dan served in several sales and marketing roles prior to joining The Bloc. At Watson Pharmaceuticals (now Actavis), he was brought in to build a managed care marketing department, supporting both branded and generic products. At Sanofi-Synthelabo, he was responsible for branding the US managed markets team while supporting marketing initiatives for Plavix and Ambien, and he was the lead managed care marketer on the launch of Uroxatral. Dan has spent the past 10 years of his career on the payer agency side, where he has worked closely with the AstraZeneca oncology and diabetes teams, the Shire ADHD team, the Celgene channel marketing team, and many other clients.

Prior to healthcare, Dan was a sportswriter and sportscaster in Philadelphia. An avid Rutgers University fan, he can be seen dragging his family to multiple sporting events on weekends and even some weeknights.

Barbara LePetri

Barbara LePetri
Medical & Scientific Services

Barbara leads a team of medical experts to drive scientific strategy innovation at The Bloc, grounding our creative community with best-in-class medical prowess. She brings an unparalleled, multidimensional perspective based on a unique blend of clinical practice, pharmaceutical, and agency experience.

A board-certified internist and cardiologist, Barbara practiced in the New York metro area, after which she spent 13 years at Pfizer, culminating in her position as leader of the Lipitor US medical team. In this role, she led a team whose responsibilities included clinical trial design, execution, closeout and data release, regulatory filings, and support of commercial and payor activities.

In 2008, she moved to the agency side of the business. In addition to forming and evolving the medical function, she instituted enterprise-wide initiatives with a focus on training across the organization. It was during this time that she realized that while she is a self-professed data geek, she apparently does a pretty good job translating the science into strategies that can move a market.

When not dreaming about the best way to evolve the language or the disease model in support of her brands, Barbara can be found practicing the fine art of curbside shopping, on a lounge chair at the beach, or in the front row of any tri-state U2 concert.

Barbara LePetri
Megan Fabry
Megan Fabry

Megan Fabry

With 15 years of experience in healthcare communications, Megan serves as The Bloc's lead for developing omnichannel engagement strategies that enhance the relationships brands have with their customers.

For the majority of her advertising and marketing career, Megan has focused almost exclusively in the digital channel, and has worked with industry leaders such as Bayer HealthCare, Pfizer, Amgen, and Genentech. She has launched award–winning programs across multiple customers and categories as well as indications, including smoking cessation, vaccines, rare diseases, oncology, and women's health.

At The Bloc, Megan is responsible for overseeing the Engagement Strategy, User Experience Design, Content Strategy, and Analytics teams.

Andrea Kretzmann

Andrea Kretzmann
Managing Director

Andrea leads Bloc Alley, a division of The Bloc that helps clients in the health sector launch and commercialize themselves as well as their lead products and services.

Andrea has worked extensively with entrepreneurial client organizations, and brings a unique understanding of what it takes for them to become commercially viable, and how to serve their unique needs. Andrea's approach is science–grounded, creative–fueled, and customer-centric, and reflects the nimble spirit and drive of her clients.

Andrea moved to the west coast in 2010, and rejoined The Bloc in 2016 to launch Bloc Alley. She previously served as an executive leader at PALIO, FCB Health, and LLNS. She brings over 20 years of healthcare marketing experience, spanning specialty and primary care products across US and global markets, and has managed brands through all stages of their life cycle–from market shaping through launch to the introduction of new data and indications.

Andrea Kretzmann


To men with ulcerative colitis (UC), going to the doctor is almost as unappealing as UC itself. GIAZO brought this point home with a frank and honest idea that encourages gastroenterologists and male patients to confront unabashed truths about life with UC.

To men with ulcerative colitis (UC), going to the doctor is almost as unappealing as UC itself. GIAZO brought this point home with a frank and honest idea that encourages gastroenterologists and male patients to confront unabashed truths about life with UC.

Meningococcal meningitis can lead to permanent disfiguration, or even death, within 24 hours. But many doctors aren't aware that the vaccine they administer is only effective against 4 of the 5 main serogroups. This leaves thousands unprotected against serogroup B, the most prevalent serogroup over the last several years. This campaign tells HCPs about the gap in protection, the importance of vaccination, and reminds them of the dire consequences of the disease.



Bunavail (buprenorphine and naloxone), launched by BioDelivery Sciences International, is a thin, dissolvable film that sticks to the inside of a patient's cheek, and is used for the maintenance treatment of opioid dependency. Our campaign positioned Bunavail as a next-generation treatment that fits more seamlessly within patients' everyday lives to help them manage their addiction.


In a market crowded with big-brand players and generic competitors, this idea FOR GRALISE (GABAPENTIN) reinforced the value of 24-hour relief with an empathetic, empowering icon that helped physicians better understand their patients' struggles with existing therapies.




Sponsored by Zoetis (formerly Pfizer Animal Health), Vetvance engages emerging veterinarians in their transition from student to veterinarian, with the intent of building long-term customer relationships. The site delivers substantial value, with over 100 short videos featuring industry experts discussing non-clinical topics not typically covered in a veterinary student's core curriculum, such as job hunting, business skills, and financial literacy.



Montefiore is a leading New York health system, with an impressive but relatively unknown heritage. With their expansion into new communities, Montefiore wanted to raise awareness of its history of firsts and current centers of excellence. So we created Doing More. It's an onmichannel brand experience that uses a unique gallery to showcase the art and science of Montefiore's accomplishments. Since its launch, the campaign has raised awareness and generated excitement about their state-of-the-art healthcare. And Doing More has become a rallying call and inspiration to Montefiore employees.


Neonatal Onset Multisystem Inflammatory Disease (NOMID) is so rare, it affects less than one in a million patients. As with many rare diseases, NOMID has a connected community of patients, families, physicians, and advocacy groups. Rather than create a campaign that smacked of promotion, we decided to celebrate the community. Using a storybook from a patient as a starting point, these clinical materials position Kineret (ANAKINRA) as one of a kind – just like the amazing people we met.


29 million people in the US have diabetes. And about 45% of these people will get diabetic eye disease, which can lead to severe vision loss or even blindness. But many with diabetes have no idea this danger exists – until it sneaks up on them. Our "Sneak" unbranded awareness campaign tells patients to "LOOK OUT!" for the dangers of diabetic eye disease by getting an annual dilated eye exam.



Afinitor (everolimus) is a groundbreaking add-on therapy to hormone therapy in the treatment of HR+, HER2-negative advanced breast cancer. The “MORE” campaign uses a series of collages to encourage women to identify what more time on hormone therapy would mean to them.


Fight for the Fighters
Fight for the Fighters was developed in collaboration with Celgene to inspire participants in the “26.2 With Donna” Marathon Relay, a race that takes place every February in Florida to raise money for breast cancer. The film acknowledges not only the runners, but the people for whom they are running–their mothers, daughters, wives, sisters, and friends living with breast cancer.




ProCure facilities utilize Proton Therapy, an advanced radiation treatment that destroys cancer cells while sparing healthy tissue. And ProCure's beautiful spaces are designed to offer a calming environment for patients going through a challenging time. The Bloc created a clean and modern website to convey information and positive feelings about ProCure and Proton Therapy.


When at-risk girls are given the right of way to mature in a supportive, caring environment, amazing things can happen. Our 360° rebranding initiative helped focus the organization, build important partnerships, and GROW participation in the program.



happy fuel
The connection between happiness and healthiness is well documented. The Happy Fuel mobile and web apps take the functionality of social media that connects us all and filter it through a prism of happiness. The result is a new kind of media: Happy Media.



This initiative uses social media to increase the profile of disease awareness months, including cervical cancer, heart health, vision, and STD prevention. Through eye-catching graphics, facts, and tips, HealthAwareNext shines a spotlight on these conditions and inspires health-conscious behavior in everyday life.


Quality metrics are gaining importance in post-reform payer markets. This unique tool illustrates plan performance by measure, compares scores to other plans, and guides discussions between AstraZeneca Account Directors and their customers.


Today's payer landscape is defined by multiple stakeholders and influencers. This initiative helps AstraZeneca reach these audiences with fine-tuned deliverables that define brand and above-brand value.


HealthWellNext, an industry-first publication, offers a refreshing, provocative point of view on the challenges and opportunities facing the health and wellness industry and how it communicates with customers. What's trending on Healthwellnext.com


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