CAHG and Diaceutics to launch Bioceutics

CAHG, a leading global professional healthcare communications company, and Diaceutics Ltd., specialists in personalized healthcare consulting, software and services, announced today the formal launch of Bioceutics to develop communication strategies and educational and marketing campaigns specific to personalized healthcare.

Unlike traditional pharmaceutical marketing, Bioceutics' mission starts with a different set of communication and education building blocks. This new business model integrates fragmented stakeholders by focusing on the ways in which a patient's journey from symptoms through diagnosis to treatment can be significantly altered when new tests are introduced along the way and when stakeholders receive enhanced education and communication. By combining the insights and skills of Diaceutics and CAHG, Bioceutics has a clear vision and architecture for significantly evolving marketing and education in this area.

Bioceutics specializes in accelerating the potential of personalized healthcare that, despite its promising start, has not triggered the paradigm shift envisioned when the human genome was discovered ten years ago. For diagnostics and pharmaceutical companies, Bioceutics accelerates the process with proprietary tools and services, such as the Bioceutics Leakage Index, People-Aided Design® and Noninterventional "Real World" Studies.

"While some in the industry see diagnostics and patient stratification as adding complexity, we see diagnostics as a way to engage the patient and physician more deeply in each patient's treatment management," said Sanna Paakkonen, Bioceutics' Senior Vice President and Managing Director. "Personalized healthcare changes almost every aspect of the patient-physician engagement."

However, personalized healthcare has not fulfilled its potential for many reasons; most importantly, it has lost sight of the "person." Also of significance are the following shortcomings: Physicians lack relevant knowledge and tools; pathologists and laboratories often are excluded from the educational mission; and testing is undervalued in reshaping treatment. But the potential of personalized healthcare still can be fully realized. In fact, the reason it's called "personalized healthcare" is because it's not just about medicine, targeted therapy or genomics. It's about helping the physician deliver more preventive care, safer and more effective treatment and greater overall wellness, while also empowering the person to be a driver of his or her health.

"If the first decades of personalized healthcare were about translation of the new science into therapies and tests, the next decade requires a greater focus on how novel therapies and tests will be used to transform the care pathway," said Suri Harris, Bioceutics' Executive Vice President, Strategic Planning and New Ventures. "Not many have realized that with the arrival of personalized healthcare, the marketing challenge has changed forever."