The drugmaker, hitherto known for its generic expertise, says the purchase could mean that half its future revenue will come from branded, specialty drugs.
The third Pharmacy Benefit Management Institute specialty medication survey expects specialty medications, which average around $3,000 per month per patient, will account for 50% of the drug spend within four or five years.
If the HCV drug's trajectory continues, it could exceed Q1 and 2014 sales forecasts, despite payers' reported unease over price.
Famous from his reality show, "The Osbournes," Jack narrates his life with MS in a web documentary series.
The PBM encourages step-therapy to control costs.
The patient population is small, at around 3,000, but the expected price tag is $330,000 a year.
The catch is the difference between sales and revenues. Generics will continue to be a force, and small-audience drugs will become increasingly important.
Dudnyk bought San Francisco-based Stratagem, expanding its West Coast presence and adding medical-device marketing expertise, the agency said.
The promotion of Ane Jones to president is the latest management change at the Omnicom specialty agency and its bigger sibling, Harrison & Star.
Specialty biopharma firms are using razor-sharp therapeutic focus to target "niche buster" categories.