#USA #New York #Pharma Marketing #Keith Betz #Underscore Marketing

Underscore Marketing Elevates Client Leadership with Keith Betz's Appointment

On February 24, 2026, Underscore Marketing made headlines with the announcement of Keith Betz stepping into a pivotal role as Chief Client Officer. This newly established executive position underscores a significant shift in client service strategies within the pharmaceutical marketing sector. The growing demand for clarity and accountability in marketing efforts has prompted such changes as healthcare brands seek stronger partnerships with their agency counterparts.

A Shift in Responsibilities

Keith Betz's appointment signifies the transition away from traditional client management roles. As pharma marketers face increasing scrutiny over budgeting and performance, the new Chief Client Officer will serve as the singular point of accountability across strategy, analytics, and execution. Betz’s primary goal will be to streamline decision-making processes, minimize interdepartmental friction, and create a robust linkage between actions and measurable business outcomes.

In his stated philosophy, Betz emphasizes that client service is no longer merely about coordination. Clients require clear guidance and informed decision-making capabilities regarding where to allocate resources and where to pull back. “My role is to remove friction, sharpen accountability, and help clients make confident decisions,” Betz asserted.

Redefining Client Service

Betz steps into the leadership framework alongside other key figures within Underscore Marketing, including Amanda Rhodes, Senior Vice President of Strategic Solutions, and Brandi Ascione, Executive Vice President and Managing Director. This newly configured team is recognized for its exceptional talent in pharmaceutical marketing and analytics, aimed at meeting the increasingly complex demands of healthcare brands.

According to Lauren Boyer, CEO of Underscore Marketing, the establishment of this new role is the culmination of a strategic initiative to revamp client service. “Keith is one of the most critical hires I’ve made as CEO... It became clear that client service had to be redefined,” said Boyer.

Boyer noted that Betz's expertise and approach would be essential in promoting value-driven partnerships, as clients continue to navigate complicated market environments. It’s a move that reflects a well-thought-out evolution in client service for Underscore.

The Birth of PINNACLE

This announcement comes on the heels of the launch of PINNACLE, a proprietary analytics and planning tool introduced in late 2025. This suite connects various aspects of healthcare marketing—like audience segmentation, messaging, and channel investment—into a cohesive decision-making system. The early adoption of PINNACLE by several pharma organizations speaks to its potential in driving efficient and effective marketing strategies, with evidence grounding discussions rather than mere activity.

Betz emphasizes a collaborative approach rather than a punitive one, stating, “We’re not here to grade agencies or take work away. We’re here to help brands make better decisions.” His role aligns with Underscore’s commitment to offer clients transparent decision-making frameworks and robust performance analyses.

Conclusion

As Underscore Marketing continues to expand its influence within the healthcare and life sciences sectors, Betz will report directly to CEO Lauren Boyer, working closely with strategists, analysts, and growth leaders. His appointment represents not just a new title, but a commitment to reshaping how marketing accountability is approached in the pharmaceutical industry. The industry can expect significant transformations with the integrated support and strategic insights now available through Betz’s leadership.

With these advancements, Underscore positions itself as a pivotal partner for healthcare brands striving for meaningful impact and accountability in an era where clarity and swift decisions define success.