firming up health tech

Houston creative agency teams up with Florida firm to launch digital health platform

Newly launched Unlock Health, a partnership involving a Houston agency, delivers consulting, marketing, and technology services to health care organizations. Photo via Getty Images

Houston-based digital and creative agency DECODE is now part of a new health care technology and services platform called Unlock Health.

The new platform came about through the combination of DECODE, which serves the health care market, and Bradenton, Florida-based Eruptr, an agency specializing in digital marketing for the health care sector.

The Nashville-based platform is backed by Greenwich, Connecticut-based Amulet Capital Partners, a private equity firm that focuses solely on the health care sector, and New York City-based Athyrium Capital Management, an asset manager that concentrates on the health care sector.

Unlock Health delivers consulting, marketing, and technology services to customers such as health care systems, physician groups, and specialty health care providers. Brandon Edwards is CEO of the new platform, and Shannon McIntyre Hooper is president.

DECODE and Eruptr will continue to operate under their respective brands and be led by their existing management teams. Houston native Kathleen Perley remains aboard as CEO of DECODE, which she founded in 2013.

“With the launch of Unlock Health, we will have the benefits of increased scale and a broader range of market-leading services and expertise to support clients as they navigate and compete in a rapidly evolving industry,” Perley says in a news release.

DECODE saw revenue three-year growth of 131 percent from 2019 to 2021, making it one of the country’s fastest-growing private companies during that span.

The new venture employs about 120 people.

“We recognize the tremendous potential and impact a trusted one-stop provider of integrated marketing, consulting, and tech enablement can have in breaking down long-standing barriers for health care organizations,” Edwards says.

He adds that the new platform will remove “the guesswork from growth” and help health care organizations “succeed now and in the future.”

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Building Houston

 
 

Baylor College of Medicine's Lillie and Roy Cullen Tower is set to open in 2026. Rendering courtesy of BCM

Baylor College of Medicine has collected $100 million toward its $150 million fundraising goal for the college’s planned Lillie and Roy Cullen Tower.

The $100 million in gifts include:

  • A total of $30 million from The Cullen Foundation, The Cullen Trust for Health Care, and The Cullen Trust for Higher Education.
  • $12 million from the DeBakey Medical Foundation
  • $10 million from the Huffington Foundation
  • More than $45 million from members of Baylor’s Board of Trustees and other community donors, including the M.D. Anderson Foundation, the Albert and Margaret Alkek Foundation, and The Elkins Foundation.

“The Cullen Trust for Health Care is very honored to support this building along with The Cullen Foundation and The Cullen Trust for Higher Education,” Cullen Geiselman Muse, chair of The Cullen Trust for Health Care, says in a news release. “We cannot wait to see what new beginnings will come from inside the Lillie and Roy Cullen Tower.”

The Baylor campus is next to Texas Medical Center’s Helix Park, a 37-acre project. Rendering courtesy of BCM

The Lillie and Roy Cullen Tower is set to open in 2026. The 503,000-square-foot tower is the first phase of Baylor’s planned Health Sciences Park, an 800,000-square-foot project that will feature medical education and research adjacent to patient care at Baylor Medicine and Baylor St. Luke’s Medical Center on the McNair Campus.

The Baylor campus is next to Texas Medical Center’s Helix Park, a 37-acre project that will support healthcare, life sciences, and business ventures. Baylor is the anchor tenant in the first building being constructed at Helix Park.

“To really change the future of health, we need a space that facilitates the future,” says Dr. Paul Klotman, president, CEO, and executive dean of Baylor. “We need to have a great building to recruit great talent. Having a place where our clinical programs are located, where our data scientists are, next to a biotech development center, and having our medical students all integrated into that environment will allow them to be ready in the future for where healthcare is going.”

In the 1940s, Lillie and Roy Cullen and the M.D. Anderson Foundation were instrumental in establishing the Texas Medical Center, which is now the world’s largest medical complex.

“Baylor is the place it is today because of philanthropy,” Klotman says. “The Cullen family, the M.D. Anderson Foundation, and the Albert and Margaret Alkek Foundation have been some of Baylor’s most devoted champions, which has enabled Baylor to mold generations of exceptional health sciences professionals. It is fitting that history is repeating itself with support for this state-of-the-art education building.”

The Cullen Foundation donated $30 million to the project. Rendering courtesy of BCM

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