Everyday Health's content and solutions are delivered through multiple channels, including desktop, mobile web, and mobile phone and tablet applications, as well as video and social media. This acquisition broaden its services to the emerging 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% in 2006, according to industry statistics.
Everyday Health intends to utilize its existing audience, content and data assets to enable Cambridge BioMarketing’s customers to directly engage with consumers and healthcare professionals.
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 content and tools focused on rare and orphan diseases.
On the other side, Cambridge BioMarketing clients will now have access and visibility across a wide range of media channels.
Cambridge BioMarketing Chief Executive Officer, Maureen Franco will continue to lead the Cambridge BioMarketing business together with the existing management team. The Cambridge-based company has approximately 70 employees and will retain its name under this deal.
“We believe this acquisition makes us the premier digital partner for the leading pharmaceutical companies across their entire portfolio," says Ben Wolin, cofounder and CEO of Everyday Health. "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,” Wolin added.
Everyday Health paid $33 million; 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.