inVentiv has expanded its efforts in adherence with the purchase of Catalina Health.
Catalina Health – formerly a subsidy of Catalina Marketing – will be merged into inVentiv’s existing Adheris division, providing adherence programmes such as refill reminders and disease education.
The new company benefits from a network of more than 40 pharmacy partners, involving 30,000 pharmacies responsible for 65 per cent of all retail prescriptions. Adheris is also building its physician office and pharmacy networks, it said.
The acquisition allows Adheris to offer clients a single vendor for multiple services. This co-ordinated approach will reach individual patients “across multiple touch points with customised messages predictive analytics” said Mark Dmytruk, president, inVentiv Health Patient Outcomes.
“It improves adherence in ways other organisations simply cannot match,” he added.
Combining Catalina Health’s and Adheris’ expertise in predictive analytics will allow the new company to offer stronger and more effective messaging based on a more robust understanding of consumer preferences and needs, it believes.
“Over the past year, we’ve seen growing client demand for co-ordinated patient messaging and an increased focus on patient-centric outcome strategies,” said Dmytruk. “The acquisition improves our ability to deliver exactly what our clients need.”
Renee Selman, president of Catalina Health, will lead the combined business. Prior to joining Catalina Health, Selman served in various leadership positions with Johnson & Johnson, including a stint as worldwide president of the subsidiary Ethicon Women’s health and urology business.
Jim Rotsart will move from general manager, executive VP of Adheris to become executive VP of inVentiv Health Patient Outcomes.