What Wax does

Wax is a Miami-headquartered, healthcare-only marketing and advertising agency founded in 2003, operating as a private firm with 11–50 employees under President and founder Bill Wax. The agency serves health systems, hospitals, retail medicine providers, health insurers, independent provider practices, accountable care organizations, and healthcare non-profits across the United States, executing patient acquisition, member acquisition, brand building, and B2B professional engagement work for named enterprise clients including Cleveland Clinic, Johns Hopkins, Mount Sinai, Humana, Blue Cross Blue Shield, Tenet Healthcare, UCHealth, and ChristianaCare.

The agency's service architecture is organized around six core pillars: Healthcare Marketing Strategy, Healthcare Branding, Research & Data Analysis, Media & Advertising, Creative Services, and Web & SEO Services. Supporting these pillars is a proprietary technology stack that includes MaxAI, an internally branded AI assistant tool, geo-framing technology that captures deidentified mobile IP addresses near healthcare locations for precision audience targeting, and a data-driven methodology that combines market research with census data, discharge data, behavioral signals, and third-party audience data. MaxAI and the data analytics layer are positioned as differentiators rather than as a unified SaaS platform, and the agency has no public API, SDK, or productized software offering.

Wax operates a sales-led, direct-engagement professional services model, securing project-based and retainer engagements through consultative selling rather than through channel partners. Pricing is not publicly disclosed and is scoped to each engagement, and revenue is generated entirely through agency fees for strategy, creative, media, and digital services. The firm claims the #1 ranking in the Healthcare Advertising Awards from 2003 through 2026 and provides access to a Named customer base skewed toward large enterprise accounts, implying a reliance on a relatively concentrated set of high-value healthcare clients.

Name

Wax

Legal name

WAX

Website

https://waxcom.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Healthcare Marketing Services: Full-service healthcare marketing agency providing strategic consulting, creative services, media advertising, and digital marketing solutions to healthcare organizations on a project or retainer basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Wax is a healthcare-specialized marketing and advertising agency that delivers full-service marketing strategy, branding, research and data analysis, media and advertising, creative services, and web/SEO services to health systems, hospitals, health insurers, and provider practices. The agency supports patient and member acquisition, brand building, and digital engagement via a six-pillar service portfolio enhanced by its proprietary MaxAI AI toolkit.

Product overview

Wax is a #1 award-winning healthcare marketing and advertising agency (Healthcare Advertising Awards 2003–2026) serving health systems, hospitals, retail medicine, health insurance companies, independent provider practices, accountable care organizations, and non-profits. The company operates a multi-service portfolio architecture organized around six core service pillars — Healthcare Marketing Strategy, Healthcare Branding, Research & Data Analysis, Media & Advertising, Creative Services, and Web & SEO Services — supported by a proprietary AI-powered tool called MaxAI. Client-facing service capabilities span Patient Acquisition (behavioral/intent targeting), B2B Professional Engagement, Brand Strategy and Growth, Influencer Marketing Campaigns, Hypertargeting Campaigns, and Campaign Analysis and Optimization. Wax does not appear to operate a single unified SaaS platform; rather, it provides these services as a consultancy engagement model.

Differentiator

Problem solved

Functional benefit

Brands

• MaxAI: AI-powered marketing tool for healthcare clients that uses AI toolkit to deliver results

Products and services

• Healthcare Marketing Strategy

Quantifiable outcome

• 32% patient retention increase for leading New York metropolitan hospital through targeted remarketing
• +3 more outcomes

Named customers16 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Broad incumbents

• TBWA\WorldHealth: Healthcare specialist network within Omnicom's TBWA, serving pharma, consumer health, and health systems. Comparable in healthcare-only focus but part of a much larger holding company with broader international capabilities.
• McCann Health: Global healthcare marketing network within IPG/McCann Worldgroup, serving pharma, medical devices, and health systems. Comparable in healthcare focus with deeper international reach and larger creative/media capabilities than WAX.
• Publicis Health: Healthcare marketing and communications arm of Publicis Groupe, serving pharma, biotech, and health systems globally. Competes with WAX in health system patient acquisition and brand work but offers far broader portfolio and scale.
• Ogilvy Health: Healthcare marketing division of WPP/Ogilvy, offering strategy, creative, and media services to pharma and health systems. Overlaps with WAX's service mix but operates as part of a global network with significantly more resources.
• Saatchi & Saatchi Wellness: Publicis-owned healthcare and wellness marketing agency focused on consumer health, pharma, and health services. Direct competitor to WAX in healthcare brand strategy and patient/consumer engagement work.
• Patients & Purpose (FCB Health): Healthcare marketing agency within IPG/FCB focused on patient and HCP engagement. Comparable to WAX's patient-acquisition focus but with deeper pharma specialization and larger network support.

Direct peers

• AbelsonTaylor: Independent healthcare advertising agency specializing in pharma and consumer health marketing. Comparable to WAX as a healthcare-specialized independent agency with strong creative reputation and a similar mid-sized footprint.
• W2O Group (now Real Chemistry): Healthcare-focused marketing, communications, and data analytics firm serving health systems, pharma, and biotech. Direct comparable to WAX in serving health systems with full-service marketing and patient-acquisition capabilities, though significantly larger in scale.
• Klick Health: Independent healthcare marketing agency offering strategy, creative, media, and technology services. Closely comparable to WAX in being a healthcare-only full-service agency, though much larger in headcount and serving more pharma clients.
• Evoke (formerly Giant Creative Strategy): Healthcare marketing and communications agency serving pharma, biotech, and health systems. Comparable to WAX as a mid-sized healthcare specialist with strategy, creative, and media capabilities for enterprise health clients.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/Waxcom
• LinkedInlinkedin.com/company/wax-custom-communications
• Xx.com/waxcom
• Facebookfacebook.com/WaxCustomCommunications

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wax