We know your market—whom you’re competing with, who your customers are, and what it takes to stand out. With understand the unique hurdles healthcare brands face, and pride ourselves on making even the most complex technologies approachable and human.
We’ve seen the best (and worst) Madison Avenue has to offer – the award-winning campaigns along with the inefficiencies and bloated budgets. We deliver the same level of quality using a proven network of veteran agency talent. It’s a boutique approach better suited to the hard-driving startups we work for.
You can trust best friends to always have your back, but also to tell it to you like it is. Honesty, trust, and collaboration are the core values that help us move our clients past the conventional, using the magic of branding to help their businesses reach their fullest potential.
Schooled on Madison Avenue. Steeped in health technology. Called Best Friend Jack for a reason.
Best Friend Jack is the culmination of a friendship and partnership forged in the New York ad world circa 2009. More than ten years and numerous product launches and rebrands later, BFJ founders Lena Cheng and Reed Perkins continue to inspire and enable each other’s best work.
A physician by training, Lena has served in leadership roles at a wide range of startups and established health technology companies over the past 15 years, with a proven track record growing and scaling successful brands and defining new categories to separate disruptive new brands from the healthcare status quo.
An award-winning copywriter and creative director, Reed led traditional agency teams for over 10 years before joining Lena to oversee brand at several prominent health-tech startups. His global network of creative talent bring a fresh, consumer-first aesthetic to everything they touch, because healthcare decision makers are consumers, too.
We know your market—whom you’re competing with, who your customers are, and what it takes to stand out. With our own MD on staff, we also understand the unique hurdles healthcare brands face, and pride ourselves on making even the most complex technologies approachable and human.
We’ve seen the best and worst Madison Avenue has to offer – the award-winning campaigns as well as the inefficiencies and bloated budgets. We deliver the same quality using a proven network of veteran agency talent – a boutique approach better suited to the hard-driving startups we serve.
You can trust best friends to always have your back, but also to tell you like it is. Honesty, trust, and collaboration are the core values that help us move clients past the conventional, using the magic of brand marketing to help your business stand apart from the crowd to reach its fullest potential.