CAHG is partnering with Diaceutics Limited to develop a practice around personalized medicines.

“The strategic alliance with Diaceutics fits with our overall goal to accelerate the adoption of personalized healthcare into clinical practice,” said CAHG president and CEO Scott Cotherman, who is also chairman of TBWAWorldhealth.

Diaceutics is a virtual consultancy (the CEO is based in Belfast, Northern Ireland) specializing in personalized medicine. The firm has worked with Omnicom’s CAHG over the past year “to identify clinical and communication gaps, as well as opportunities arising” in personalized medicine, said the companies. They pointed to a recent survey of 400 American and European docs by CAHG and Adelphi Group which “illustrates the opportunity to reengineer the traditional approach to pharmaceutical marketing and integrate it with the value proposition of personalized healthcare to improve clinical outcomes.”

Diaceutics chief Peter Keeling said in a statement: “We are delighted to partner with CAHG, leverage their marketing expertise and in turn help our pharmaceutical and diagnostic clients create personalized healthcare-specific brands. Personalized healthcare marketing brings its own unique set of challenges in terms of education and multiple stakeholder involvement. However, we believe this represents a significant opportunity for our clients to take a fresh approach to pharmaceutical marketing, away from the one-size-fits-all message towards educational programs that aid the patient journey.”