Dublin-based holding company UDG Healthcare has agreed to acquire ad agency Create NYC and SmartAnalyst, a strategic consulting and analytics business. It will pay up to $58.4 million for the former and up to $24 million for the latter. Both will become part of Ashfield Communications. (Irish Times) Look for an exclusive interview with executives from Ashfield and Create NYC this week on MM&M.

Lundbeck has named Deborah Dunsire as its CEO. She has succeeded Kaare Schultz, who more than tripled the Danish pharma company’s share price before leaving to lead Teva last year. (Reuters)

Online gene tests, which analyze data collected from consumer genetic testing companies such as 23andMe, are not as rigorous or reliable as tests done in a laboratory, according to experts. “So much of what I have seen in these DTC tests are false positives and cannot be trusted,” said medical testing lab Invitae’s chief medical officer, Dr. Robert Nussbaum. (New York Times)

Health insurers are helping to fuel the opioid epidemic, according to a study from researchers at Johns Hopkins Bloomberg School of Public Health. The report, which examined Medicare Advantage, Medicaid, and commercial policies on treatments for low back pain, found step therapy and prior authorization were rarely required for opioids, but most plans made pain medications “available relatively cheaply to patients.” (AISHealth)

Rising premiums are preventing people who do not qualify for Obamacare subsidies from buying their own insurance. Last year, around a million people were priced out of the healthcare market, according to a report from the Centers for Medicare & Medicaid Services. (New York Times)