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ST. PETERSBURG, Fla. — Digital media company Catalina has sold its Catalina Health division to inVentiv Health, a global provider of clinical, commercial and consulting services to the life sciences industry.
Catalina said late Wednesday that it closed the deal Oct. 25 and that the move is one of a series of strategic transactions and decisions in the last two years to extend the reach and capabilities of its mobile, online and in-store digital media networks. Terms of the agreement weren’t disclosed.
"This sale is part of our strategy to focus on our digital media business and underscores our commitment to enabling the world’s leading CPG [consumer packaged goods] retailers and brands to drive lift and loyalty," stated Catalina chief executive officer Jamie Egasti. "CPG marketers are investing heavily in innovative media that reaches consumers across online, mobile and in-store channels. Catalina will continue to invest and focus on driving innovation as the largest media company focused exclusively on CPG."
Catalina noted that the sale of its health unit is the second strategic move emphasizing its sharper focus on CPG retailers and brands. In addition to the 2012 acquisition of in-store mobile commerce innovator Modiv Media, Catalina recently acquired software assets from Chicago-based Local Offer Network. Catalina said both additions are aimed at driving innovation and accelerating product development as the company expands its omnichannel personalized media capabilities.
Plans call for Catalina Health to be combined with inVentiv Health subsidiary Adheris. Renee Selman, president of Catalina Health, has been named to lead the combined business.
"InVentiv’s singular focus on the health care industry is a great fit for our health channel partners and a great opportunity for the Catalina Health team members joining their organization," Egasti added.
According to inVentiv, the addition of Catalina Health will make Adheris the nation’s largest provider of tailored, direct-to-patient medication adherence programs, with a network of more than 40 pharmacy partners encompassing 30,000 pharmacies and accounting for 65% of all retail prescriptions.
InVentiv added that Adheris continues to grow its physician office network as a complement to its pharmacy network, enablling the company to reach more patients with personalized communications.
"Improving patient outcomes is our No. 1 priority," commented Mark Dmytruk, president for inVentiv Health Patient Outcomes. "A coordinated adherence approach — reaching individual patients across multiple touchpoints with customized messages based on predictive analytics — improves adherence in ways other organizations simply cannot match."
Adheris’ enhanced services will allow patients to receive communications in the doctor’s office from their trusted health care provider, followed by face-to-face communication with their pharmacist, according to inVentiv. And when it’s time to refill a prescription, Adheris can send patients a message from their pharmacy to remind them of the importance of staying on the medication their doctor has prescribed. The communications can be delivered through multiple channels, including mobile.
"Over the past year, we’ve seen growing client demand for coordinated patient messaging and an increased focus on patient-centric outcome strategies," added Dmytruk. "The acquisition improves our ability to deliver exactly what our clients need."
