Everyday Health, Inc., a leading provider of digital health and wellness solutions, has acquired Cambridge BioMarketing Group, LLC, the leader in strategic launch and marketing solutions for orphan and rare disease products.
Everyday Health's acquisition of Cambridge BioMarketing will broaden its strategic marketing and communications solutions to pharmaceutical brands targeting the orphan and rare disease segments of the market. The orphan and rare disease market is estimated to grow from $90 billion in 2013 to $176 billion by 2020, accounting for approximately 19% of all branded-drug sales by 2020, up from approximately 9% per cent in 2006. Commercializing in markets with small global patient populations requires sophisticated and highly targeted digital marketing capabilities. For existing Cambridge BioMarketing clients, the acquisition will add to the company's digital analytic, executional, and strategic services focused on these unique populations, while increasing access and visibility across a wide range of media channels.
"Cambridge BioMarketing has achieved great success providing innovative marketing solutions to launch and grow the leading brands in the fast-growing orphan and rare disease categories," said Ben Wolin, co-founder and CEO of Everyday Health. "We believe this acquisition makes us the premier digital partner for the leading pharmaceutical companies across their entire portfolio. We now service our pharmaceutical partners across the entire spectrum of their therapeutic areas, including orphan, specialty and mass market brands. In addition, we provide solutions throughout the entire lifecycle of pharmaceutical marketing -- from the strategic phase of pre-launch, during the growth years and maximizing a mature product. We believe we can truly be a one-stop shop for our customers."
Everyday Health also intends to utilize its existing audience, content and data assets to enable Cambridge BioMarketing's customers to directly engage with consumers and healthcare professionals, as well as to provide more robust content offerings focused on orphan and rare diseases. For example, Everyday Health's MedPage Today news platform will better educate physicians on the treatment of rare and orphan diseases and directly connect them with other healthcare professionals that treat these patients. Likewise, Everyday Health, through its existing relationship with MayoClinic.org, will leverage their premier content and tools focused on rare and orphan diseases.
Cambridge BioMarketing is based in Cambridge, Massachusetts and has approximately 70 employees with extensive clinical, creative, digital strategy and pharmaceutical marketing expertise that spans multiple stages of development and audiences ranging from patients to physicians to payors. Maureen Franco, Cambridge BioMarketing chief executive officer, will continue to lead the Cambridge BioMarketing business together with the existing management team.
"Accessing Everyday Health's large consumer and physician audiences will dramatically improve our ability to execute innovative marketing solutions across the growing orphan and rare disease therapeutic categories," said Ms. Franco. "Likewise, leveraging Everyday Health's leading sales force and relationships with collaborators such as Mayo Clinic will help us offer even more powerful solutions to existing clients, as well as diversify new offerings and insights."
Everyday Health paid $33 million to acquire Cambridge BioMarketing. In addition, the equity-holders of Cambridge BioMarketing are eligible to receive up to an additional $5 million in cash based on Cambridge BioMarketing's performance in calendar year 2015.
Petsky Prunier Securities LLC acted as exclusive financial advisor to Cambridge BioMarketing.