GfK adds payer expert Bridgehead to its roster

Timothy Fitzgerald
Timothy Fitzgerald
GfK bought market access counselor Bridgehead International for an undisclosed sum.

The consultancy now operates as GfK Bridgehead. GfK said Bridgehead generated 2011 sales of €12.12 million ($16 million).

In a statement, GfK chief operating officer Debra Pruent termed the acquisition “an important strategic investment” at a time when governments, insurance companies and other healthcare providers are stepping up use of pricing and reimbursement controls. The acquisition comes on the heels of GfK's purchase of Knowledge Networks in December.

With Bridgehead, GfK gets access to that firm's global payer panel and US online portal. In an e-mail to clients, GfK touted Bridgehead's ability to provide support in pricing, reimbursement, health economics and market access, plus its knowledge of local healthcare systems.

Timothy Fitzgerald will remain in his role as Bridgehead managing director, as will the rest of his executive team. Pharma, device and diagnostics clients, said Fitzgerald in the statement, are seeking to “hard-wire market access and payer insights into their R&D, portfolio, business development, commercialization and life cycle strategies.”

GfK also pledged to grow Bridgehead's staff of 60 and to keep US offices in Boston, San Francisco and New York City, as well as London and Melton Mowbray, UK.
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters


As US pharma continued its quest for a Grand Prix at the Lions Health international festival of creativity, MM&M went on location to Cannes, France. Missed our coverage from June? Now, we're giving you an opportunity to catch up on some of what you missed. Download our e-book on the two-day festival, recapping the event, rounding up the best of the speakers, offering perspective and listing all of the winners. Click here to download.


The most recent MM&M Skill Sets Live event surveyed a range of issues relating to one of the hottest promotional spaces in healthcare. Speakers and panelists at the morning-long session, including promotional- and multichannel-minded executives from GSK, Epocrates, Treato and Montefiore Medical Center, weighed in on topics designed to help marketers demystify the challenges associated with non-personal promotion. Click here.