UDG acquires MicroMass for $75.8m to help meet patient engagement needs

By Melissa Fassbender contact

- Last updated on GMT

UDG Healthcare plc operates across three divisions: Ashfield, Sharp and Aquilant. (Image: iStock/BernardaSv)
UDG Healthcare plc operates across three divisions: Ashfield, Sharp and Aquilant. (Image: iStock/BernardaSv)

Related tags: Patient, Marketing

Pharma needs to include patient engagement solutions in marketing strategies as the patient’s role in decision-making continues to increase, says UDG COO, following MicroMass acquisition.

UDG Healthcare acquired MicroMass Communications in a deal worth up to $75.8m. The US-based healthcare communications agency specializes in behavioral change, patient support, and adherence services.

Jez Moulding, EVP of Ashfield and COO of UDG Healthcare plc told us the acquisition of MicroMass is strategically important for Ashfield and UDG Healthcare.

MicroMass focuses on changing patient and healthcare provider behavior, which complements both the Ashfield Healthcare Communications and the Ashfield Commercial and Clinical activities​,” he said.

Additionally, with its headquarters in Cary, NC, Moulding said MicroMass “significantly strengthens Ashfield’s capabilities and scale in the US market​.”

Pharma companies spend c. $25bn (IMS) annually​ on DTC [direct to consumer], marketing and promotion – the recent shift to digital channels and direct patient engagement is expected to continue to drive increased spend in the area of behavioral change and direct patient engagement capabilities​,” explained Moulding.

The expanding role of patients in healthcare decision making is increasing the need for patient engagement solutions to be included as part of the pharma companies’ marketing strategy​,” he added.

MicroMass will continue to operate as an autonomous agency as part of the Ashfield Healthcare Communications group. The existing management team will remain with the business post-acquisition. The company employs more than 100 at its headquarters.

Related topics: Markets & Regulations

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