Peter Matheson Gay is Chief Impact Officer at M Booth Health, the specialist health communications consultancy that combines deep healthcare expertise with powerful consumer and digital marketing offerings. In his role, Peter drives the overall impact of our client work. He leads the firm’s specialist health creative team and partners closely with its insights, innovation, and client teams. He infuses creativity and strategy from idea inception to campaign execution, and explores new and innovative ways to reach and connect with physician, patient, payer, and policymaker audiences alike.
Peter’s ability to authentically connect with audiences has been recognized by clients and media. In fact, Medical Media & Marketing described a multi-year campaign for the multiple sclerosis community as “cannier, more sensitive to patient needs and just plain more effective than pretty much every other education or awareness campaign out there.”
With over 20 years of health experience – and exceptional creative chops in the sector – Peter has honed an approach that is grounded in delivering results for clients. Always a journalist at heart, his campaigns are rich in storytelling and rooted in bringing real value to communities, motivating action and influencing real change.
He has worked closely with pharmaceutical, biotechnology and medical device companies, advocacy and not-for-profit groups, government and public health organizations, institutions, professional organizations and more. And his work has won awards from the industry’s most prestigious competitions, including Cannes Lions, CLIO Health, PR Week, SABRE Awards, Communiqué Awards, London International Awards, PRSA, Shorty Awards, and many others.
Previously, Peter started the first earned-focused, global health creative team in the PR industry, and launched a global health network that included 27 agencies. He’s been a speaker and jury member of the industry’s bar-setting creative shows, including Cannes Lions and CLIO Health. Peter has been featured in many publications and is often asked to participate in industry podcasts and events.
Originally from Canada, Peter is fluent in French. After graduating from Carleton University (one of Canada’s most prestigious journalism schools), he started his career as a journalist. Currently living in New York, Peter has had the opportunity to live all around the world, including the UK, Germany, France, and more. In his spare time he’s an avid adventurer on his Harley, collects vinyl, and loves a good music festival.