Pri-Med is under new ownership following M|C Holding’s sale of the US assets to closely held Canadian event and media producer Diversified Business Communications. Terms of the sale were not released.
The new executive team features Pri-Med co-founder John Mooney returning as CEO, along with Lynn Long, COO and Dix Wheelock, SVP of sales. Marissa Seligman will serve as compliance officer and chief of clinical & regulatory affairs.
M|C Holding will still run Physician’s Weekly and Patient Education Center, which provides newsletters for physician offices, as well as Pri-Med’s operations in Germany and the UK.
Patient- and specialist-oriented education will also be introduced on the Pri-Med platform. Targeting a collaborative audience would expand the company beyond an internist-only focus. It also reprises an idea Mooney has attempted once already.
Mooney, with Long and Wheelock, assembled a CME meeting to address specialists, primary care doctors and patients. The CollaborativeCARE Conference (C3), received considerable interest from physicians and healthcare providers but got little traction with pharmaceutical product managers and was dissolved in September.
As to why management thinks the pharmaceutical industry will support the idea this time: “We’ve had conversations about adding the specialty [education],” Long said, “and the response has been, ‘If you can do it at the caliber that you’re doing with primary care, then we’re on board.’”
After founding M|C Communications and Pri-Med in 1994, Mooney was CEO until the company’s $400-million sale to Bain Capital in 2004, leaving in 2007. He started C3 in 2010.
From the January 01, 2012 Issue of MM+M - Medical Marketing and Media
