Gemini acquisition adds analytics, benchmarking

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Gemini Healthcare LLC has acquired The MCM Group, a provider of database applications for the pharmaceutical and biotech industries.

The company would not divulge the price paid for MCM. The investment adds data analytics and benchmarking to Gemini's agency offerings. Gemini specializes in healthcare marketing, communications and consulting services.

MCM's benchmarking application allows users to look at disease states and figure out the costs of taking care of a patient — including which drugs are utilized and how many in-patient services are used.

“It allows you to utilize real data from real healthcare experience in the US and evaluate what's happening,” said Michael Pill, president and chief medical officer at Gemini.

Pill said the platform, which includes general disease data as well as an oncology-specific data set, was a main selling point in the MCM acquisition.

“Healthcare providers are now asking questions about the cost-effectiveness of high-cost oncology drugs, so any asset that allows you to look at cost-effectiveness is very valuable. Those assets were appealing to us as we grew our platform as a full-service healthcare marketing and consulting company. The information helps clients effectively and appropriately place their products and helps us provide better recommendations,” he said.

Pill went on to say that MCM agreed to the acquisition because a Gemini takeover offered the data company a significant number of signed clients and a bigger platform to introduce its services.

The two companies will operate under the Gemini Healthcare name. Pill expects full integration of the two companies — including shutting down MCM's office in New Jersey and moving all employees to Gemini's Connecticut headquarters — to be completed within the next sixty days.

No job cuts have been announced. Pill will maintain his role as president and chief medical officer of the company. Gary Ainsworth, formerly the president and CEO of MCM, will serve as CEO of Gemini.

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