Real Chemistry Acquires Greater Than One

Real Chemistry has acquired Greater Than One, a healthcare agency known for its data-driven media technology, predictive planning, and omnichannel execution. The deal enhances Real Chemistry’s existing analytics and creative platform—positioning the combined organization to better serve pharmaceutical clients with precision and performance at scale. 

This marks Real Chemistry’s first major acquisition under its continuation fund with New Mountain Capital and reflects the agency’s growing investment in technology-led strategy. 

Why it may matter 

Predictive planning tools: Greater Than One brings a suite of proprietary tools that Real Chemistry intends to incorporate into its operations, including: 

• Greater Reach, positioned for forecast-based media planning 

• Greater Score, designed to provide HCP engagement insights 

• Greater Omni, which seeks to support omnichannel campaign activation 

Potential for expanded capability: Real Chemistry appears to be positioning these tools as part of a broader integration across its existing functions, which include creative, influencer strategy, medical affairs, and market access. 

Leadership continuity: CEO Elizabeth Apelles is expected to remain in her role, with Amanda Powers-Han named as her planned successor in 2026. 

Integration with purpose 

Greater Than One will continue operating from its New York headquarters with a remote-first model. The agency joins Real Chemistry’s platform while retaining cultural independence—focused on amplifying data-driven performance and audience engagement across campaigns. 

Real Chemistry’s leadership describes the acquisition as “mission-aligned,” reinforcing a shared focus on tech-forward, measurable marketing in health. 

Implications for pharma media 

This deal signals growing convergence between AI, media planning, and campaign measurement in the healthcare space. For pharma marketers, it is part of a crop of tools that is seeking to bring:

• Smarter campaign design: Predictive and engagement tools that improve upfront planning and in-flight optimization 

• Stronger omnichannel execution: Enhanced orchestration of digital, HCP, and patient campaigns across platforms 

• Greater scale and flexibility: Expanded in-house capabilities without sacrificing speed or integration 

Questions from solli 

• How will predictive tools like Greater Reach reshape pre-launch media strategy in pharma? 
• What further safeguards are needed to integrate AI insights into regulated campaign environments within pharma? 
• As creative, media, and access teams converge, what models best support agile collaboration?