Publicis Health's acquisition of BBK will help it leverage patient clinical trail data to better understand real world behavior.

Pub­li­cis Health snaps up R&D mar­ket­ing group track­ing re­al-world clin­i­cal tri­als – and pa­tient sen­ti­ment

As biotechs move to adopt phar­ma-style mar­ket­ing, Pub­li­cis Health is buy­ing a biotech mar­ket­ing and clin­i­cal tri­al en­roll­ment com­pa­ny. Its pur­chase of BBK World­wide adds re­al-world clin­i­cal tri­al da­ta but al­so pa­tient sen­ti­ment, along with tech­nol­o­gy to ad­vance the small­er com­pa­ny’s “high touch high tech” ap­proach in clin­i­cal tri­al en­gage­ment.

Pub­li­cis Health’s move fol­lows changes in phar­ma and biotech mar­ket­ing as Big Phar­ma de­mands more da­ta and mar­ket­ing plans from biotechs be­fore po­ten­tial ac­qui­si­tions, while more small­er biotechs are tak­ing drugs to mar­ket on their own.

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