Cello Health: 2017
256 W. 38th Street, 15th Floor
New York, NY 10018
790 Township Line Road, Suite 200
Yardley, PA 19067
“Cello Health has made significant progress implementing a clear strategic vision for expansion in the U.S. market and, in particular, enhancement of our early asset development and commercialization offering,” according to the network’s leaders. “Following a successful transition of all key businesses to the Cello Health brand in 2013, the Cello Health brand has become well established across our client base. This has facilitated more effective collaboration from within the business and incremental client engagement across our capabilities.”
The Year’s Accomplishments
In the United States, Cello Health created a more sizeable business in terms of infrastructure, capabilities, and processes, and added 27 new client companies to its collective roster in 2016. “Investments to expand our U.S. BioConsulting base, led by Jim Hall, President, Cello Health BioConsulting, resulted in our dedicated U.S. team winning 10 new clients in 2016,” executives say.
According to the network’s leaders, “Our core Cello Health Insight U.S. operations was further strengthened with key senior hires, which added specialist device and design expertise within the U.S. Insight team to drive business in this burgeoning area.”
Cello Health US formalized its HEOR and Market Access Analytics offering in 2016 with the addition of Yi Han, PhD. “The skills within this unit are in high demand across the pharmaceutical, biotech, and device space, and will enable all Cello Health capabilities to further enhance the solutions we provide with consideration of our clients’ reimbursement challenges,” management says. These include HEOR evidence-generation planning and analysis, market access strategies and plans, financial model development, and pricing/forecasting/contracting scenario planning.
Cello Health Communications also announced two key additions to its U.S. organization’s digital offering, aimed at solidifying its position as a full-service health care communications provider. Led by Rick Lang, senior VP, digital solutions, the team creates immersive experiences, effective scientific visualizations, and interactive solutions that are specifically focused on the intricacies and nuances of the health care professional audience, allowing Cello’s client base to optimize audience engagement and message retention in an ever-evolving digital landscape, executives say.
Cello Health recently announced further expansion in the United States with the acquisition of New Jersey-based Defined Healthcare Research Inc. (Defined Health), a leading business development strategy firm servicing life sciences firms, with a particular focus in biotech. Defined Health will work closely with Cello Health’s consulting capability, Cello Health Consulting, especially in early asset development and commercialization, while providing further breadth to its services through Cello Health’s U.S. capabilities in communications and insight, and additional depth in market access capabilities.
“The addition of Defined Health to the Cello Health family further strengthens our focus, presence, and capability in early asset development and commercialization across our Consulting, Insight, and Communications operations,” executives say. “Meanwhile, Promedica, part of the company’s market research capability, continues to offer First Look, a custom, primary research–based, commercial assessment that provides market-driven insight to inform product development and partnering and investment decisions.”
According to network leaders, “The specialized experience, expertise, and scientific depth of our Cello Health team members has yielded significant and sizable project wins with a range of new and existing clients seeking strategic clinical pathway and commercialization advice and guidance early in the asset development process. The robust therapy area evaluations and opportunity assessments that our teams conduct help to inform forward planning, and the opportunity assessments, forecasts, and evaluations that we generate support the critical decision-making process. In addition, the evidence-based tactical solutions that we implement engage key stakeholders early in the asset development process to provide input on a clearly articulated scientific platform that is foundational to integrated medical communications planning.”
Structure & Services
Cello Health is a wholly owned subsidiary of Cello Group plc, a publicly held company headquartered in London that delivers services from office networks in the United Kingdom, United States, Singapore, and Hong Kong through a group of over 900 professionals.
Network leaders say Cello Health delivers cutting-edge medical and marketing advisory services to the global pharmaceutical and health sectors through three distinct capabilities: Cello Health Communications, which focuses on evidence-to-engagement strategies and support across the pharmaceutical product and brand life cycle; Cello Health Insight, which provides market research and customer insights for brands and portfolios; and Cello Health Consulting, which offers a range of strategic consultancy that encompasses early product commercialization and brand and portfolio strategy.
“We draw on the unique blend of skills across Cello Health, as appropriate, when the fusion of the skills and expertise that these three areas represent provides a better solution to addressing our clients’ various challenges,” executives say.
Cello Health teams combine high-science expertise and broad commercial experience to partner with clients early in the development process to assess the market, disease, or therapeutic area of interest from multiple angles and to uncover the areas of greatest clinical and commercial potential. “We leverage a combination of evidence-based assessments and analyses, primary market research, forecasts and valuations, indication prioritization, and other proven processes to help client partners navigate clinical and commercial development pathways,” managers say. “Cello Health’s extensive indication and therapeutic area experience helps our clients look ‘over the horizon’ in order to develop defendable strategic insights, which can facilitate internal decision making around critical commercial options, often at an early stage.”
Agency leaders note that credentialed scientists, market research practitioners, and skilled strategists from across Cello Health partner with R&D, medical affairs, HEOR, business development, new product development, brand management, and marketing client teams to drive evidence dissemination, map patient journeys, and conduct robust commercial assessments that help them develop the appropriate strategies for early-phase assets, including clinical trial and HEOR study design, commercialization and out-licensing strategies, and marketing decision making.
“Cello Health US now has offices in key locations to better serve our growing client base,” executives say. “Our East Coast locations include Boston, Manhattan, Northern New Jersey, and Philadelphia, and we also have operations in Chicago and San Francisco. Given the high concentration of biotech in these geographies, we intend to continue to invest in expanding our footprint to better serve the growing orphan, rare, and specialist disease markets.”
The organization is well positioned to continue to secure a prosperous future, network leaders say. “We have a clear vision on where we need to go next to implement our long-term strategy, which is grounded in the strength of our operations, geographic footprint, and quality of our people,” executives say. “Expansion in the United States remains a key focus for the entire global organization, which will result in additional incremental acquisitions and service offerings in the short to medium term. This will also be achieved through our ongoing commitment to investing in organic growth to complement our long-term acquisition strategy.”
Network leadership says, “Our unified branding enables us to add more service value to our client relationships and to enable our people to collaborate more readily.
Additional investments are planned to further capitalize on the range of innovative technical and digital advances being made to create strong and effective solutions for our clients. We are also continuing to smartly leverage the strong and different assets across the Cello Group through collaboration, product development, and integrated solutions and service teams.”
Cello Health has unified its philanthropy across its various U.S. offices with the Give Where You Live campaign, comprising a number of initiatives that are focused on fulfilling the health and welfare needs of local communities. The Yardley-based team has collected donations for A Woman’s Place, the only domestic violence organization in Bucks County, Pa., and also plans to collect backpacks and school supplies for Cradles to Crayons, which benefits children in need who live in the Philadelphia and Boston areas.
“Colleagues continue to take advantage of our Volunteer Time-off policy that allows them to take paid time off to volunteer for community service and charitable causes, and we sustain a consistent matching donations program for nonprofit organizations such as the American Cancer Society, Red Cross, Ronald McDonald House, and the Make-A-Wish Foundation,” executives say.