PARSIPPANY, NJ--(Marketwired - Sep 22, 2016) - Ogilvy CommonHealth Worldwide (www.ogilvychww.com), the health behavior change specialists of Ogilvy & Mather (www.ogilvy.com), and a WPP company (NASDAQ: WPPGY) (www.wpp.com), today announced the expanded service offering within its Payer Marketing group that will serve the needs of pharmaceutical and medical device manufacturers in the areas of health economics and outcomes research (HEOR) and real-world evidence (RWE).
Ogilvy CommonHealth Worldwide's Payer Marketing group (comprising Ogilvy CommonHealth Payer Marketing, Ogilvy Healthworld Payer Marketing, and Ogilvy CommonHealth Market Access) has extensive experience and a strong heritage of branding and marketing communication that is focused on the payer segment. In fact, its core mission is to integrate the clinical, economic, and patient management components of value in drugs, devices, and other health care products or services. Now, the expanded HEOR practice assists its clients by:
- Assessing current or proposed HEOR trial designs and aligning them to strategic and marketing plans
- Developing trial designs that can demonstrate product advantages over competitors, or within specific patient subpopulations
- Evaluating burden of illness studies and correlating drug performance
- Developing patient-reported outcomes studies
- Conducting retrospective claims database analyses to evaluate drug performance
- Evaluating and advising on health policy and potential impacts
Michael Zilligen, president of both Ogilvy CommonHealth Payer Marketing and Ogilvy Healthworld Payer Marketing, explained the rationale for expanding the HEOR practice: "All payer stakeholders are looking for value, whether it's greater scrutiny by public and private health plans, treatment choices by providers, or the allocation of out-of-pocket payments by patients. The need to integrate real-world evidence into healthcare communications provides the opportunity for Ogilvy CommonHealth Worldwide to leverage its reimbursement, analytics, and strategic consulting expertise to help our manufacturer clients enhance their value story with evidence-based solutions required by these stakeholders."
Leading the expanded HEOR practice is Melissa Hagan, PhD, MPH, associate medical director, HEOR. Dr. Hagan has extensive health economics, outcomes, and statistical analysis experience. Her pharmaceutical industry experience has spanned design, statistical analysis, and execution of outcomes studies, HEOR plan development, management, and training of project teams on outcomes research activities, development of research instruments, and product dossier creation. Overall, Dr. Hagan will direct Ogilvy CommonHealth's capabilities to assess, collect, analyze, translate, and articulate value to all audiences in the payer space.
Prior to joining Ogilvy CommonHealth Payer Marketing, Dr. Hagan spearheaded one of the industry's first analyses of electronic health records (EHR) to identify treatment trends in Hodgkin's lymphoma used for NICE regulatory submission. Dr. Hagan also led the design and execution of numerous HEOR studies, developed questionnaires and Statistical Analysis Plans, and provided analytical interpretation of studies across many therapeutic areas. She is recognized as a subject matter expert and is widely published on outcomes research, statistical analysis, risk assessment, and epidemiological methods.
About Ogilvy CommonHealth Worldwide
Ogilvy CommonHealth Worldwide is committed to creativity and effectiveness in healthcare communications, everywhere. Our global headquarters are in Parsippany, NJ, with additional hubs in New York, London, Paris, and Singapore. We maintain multiple additional offices in markets critical to our clients' global aspirations. Ogilvy CommonHealth Worldwide provides marketing services, including behavioral insights, content strategy and management, digital, interactive and new media services, marketing analytics and research, media planning and buying, medical education, payer marketing and market access, professional advertising and promotion, public affairs and relations, relationship marketing, sales training development, scientific communications, social media and social listening, and wellness and consumer advertising and promotion. The organization houses and maintains individual Ogilvy CommonHealth and Ogilvy Healthworld brand identities within the marketplace.