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SOURCE CAHG; Diaceutics Ltd.
Putting the "Person" Back into Personalized Healthcare
NEW YORK, Dec. 10, 2013 /PRNewswire/ -- CAHG, a leading global professional healthcare communications company, and Diaceutics Ltd., specialists in personalized healthcare consulting, software and services, announced today the formal launch of Bioceutics (www.bioceutics.com) to develop communication strategies and educational and marketing campaigns specific to personalized healthcare.
Unlike traditional pharmaceutical marketing, Bioceutics' mission starts with a different set of communication and education building blocks. This new business model integrates fragmented stakeholders by focusing on the ways in which a patient's journey from symptoms through diagnosis to treatment can be significantly altered when new tests are introduced along the way and when stakeholders receive enhanced education and communication. By combining the insights and skills of Diaceutics and CAHG, Bioceutics has a clear vision and architecture for significantly evolving marketing and education in this area.
Bioceutics specializes in accelerating the potential of personalized healthcare that, despite its promising start, has not triggered the paradigm shift envisioned when the human genome was discovered ten years ago. For diagnostics and pharmaceutical companies, Bioceutics accelerates the process with proprietary tools and services, such as the Bioceutics Leakage Index, People-Aided Design® and Noninterventional "Real World" Studies.
"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 Vice President and Managing Director. "Personalized healthcare changes almost every aspect of the patient-physician engagement."
However, personalized healthcare has not fulfilled its potential for many reasons; most importantly, it has lost sight of the "person." Also of significance are the following shortcomings: Physicians lack relevant knowledge and tools; pathologists and laboratories often are excluded from the educational mission; and testing is undervalued in reshaping treatment. But the potential of personalized healthcare still can be fully realized. In fact, the reason it's called "personalized healthcare" is because it's not just about medicine, targeted therapy or genomics. It's about helping the physician deliver more preventive care, safer and more effective treatment and greater overall wellness, while also empowering the person to be a driver of his or her health.
"If the first decades of personalized 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," said Suri Harris, Bioceutics' Executive Vice President, Strategic Planning and New Ventures. "Not many have realized that with the arrival of personalized healthcare, the marketing challenge has changed forever."
CAHG, one of the largest healthcare communications companies in the world, provides brand acceleration services throughout the brand's life cycle, from compound development to patent expiry and beyond through the following practice disciplines: professional healthcare advertising and promotion; genomics-based medicine and personalized healthcare strategy and communications; clinical trial patient enrollment and management; scientific insight and solutions; multichannel brand building; managed markets; evolving media and analytics; full-service digital/interactive support and eMarketing solutions; and technology-inspired studio solutions. CAHG is a part of Diversified Agency Services, a division of Omnicom Group Inc., and is the lead U.S. agency within the TBWA\WorldHealth global network of marketing communications firms. For more information, visit www.cahg.com.
Diaceutics' unique combination of consulting, software and service solutions helps the pharmaceutical and diagnostics industries understand how to make the personalized medicine business model work for all stakeholders. We optimize the planning, analytical and action steps needed for the successful research and development, commercialization and launch of targeted therapies. Diaceutics' mission is to build bridges between pharmaceutical and diagnostics companies and to provide pharmaceutical industry leaders with the foundation and operational structure necessary to effectively develop and commercialize targeted therapies that better meet patients' needs and improve returns on investments. For more information, visit www.diaceutics.com.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
For Global Bioceutics:
Sanna Paakkonen, Senior Vice President and Managing Director, +358 408418283, email@example.com, Regional Development Centre, Dundalk Institute of Technology, Dublin Road, Dundalk, Ireland
For U.S. Bioceutics:
Mark Reis, Executive Vice President of Business Development and Marketing, 347-708-2223, firstname.lastname@example.org, Regional Development Centre, Dundalk Institute of Technology, Dublin Road, Dundalk, Ireland
Suri Harris, Executive Vice President, Strategic Planning and New Ventures, 646-428-8918, email@example.com
CAHG, 225 N. Michigan Avenue, Chicago, IL 60601 / 220 E. 42nd Street, New York, NY 10017 / 650 California Street, San Francisco, CA 94108
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