Two leading healthcare marketing companies have launched a new firm to provide marketing and education consultancy specific to personalised healthcare.
Healthcare communications company CAHG and Diaceutics, a specialist in personalised healthcare consulting, software and services, will combine their strengths in the new business named Bioceutics.
The new firm differs from traditional pharmaceutical marketing offerings, according to its founders, in that it addresses a need to provide an integrated business model involving a wide variety of stakeholders to better address a patient’s specific, personal needs.
This model will focus on how a patient’s journey from symptoms through diagnosis to treatment can be altered when new tests are introduced and when stakeholders receive additional communications and education.
“While some in the industry see diagnostics and patient stratification as adding complexity, we see diagnostics as a way to engage the patient and physician more deeply in each patient’s treatment management,” said Sanna Paakkonen, Bioceutics’ senior VP and managing director.
Suri Harris, Bioceutics’ executive VP, strategic planning and new ventures, commented on the changing landscape of personalised healthcare.
“If the first decades of personalised healthcare were about translation of the new science into therapies and tests, the next decade requires a greater focus on how novel therapies and tests will be used to transform the care pathway,” she said.
“Not many have realised that with the arrival of personalized healthcare, the marketing challenge has changed forever,” added Harris.