Corrections or additions?
This article by Barbara Fox was prepared for the December 4, 2002 edition of U.S. 1 Newspaper. All rights reserved.
Healthcare on the Move: MultiMedia Healthcare/Freedom
Robert Preston, the new CEO of MultiMedia Healthcare/Freedom
at Princeton Meadows Office Center, has introduced a free magazine
now being distributed at 4,100 CVS pharmacies nationwide. With the
title "Family Health Matters: A Woman’s Guide to Family Medicine,"
this quarterly magazine aims to reach the lucrative women’s market.
Women make 75 percent of the healthcare decisions in the United States,
according to one recent study, and women spend nearly two out of every
three healthcare dollars. Preston says that the nearly 1 million copies
of this new magazine — the first consumer publication to focus
on gender-specific health — could reach up to 35 million customers
each month. Each issue features a specific health topic that affects
women and their families, from bone and heart health to aging and
"This is an opportunity to diversify our revenue — we are
going after the direct-to-patient consumer bucket," says Preston.
"Our focus is to become insulated from the ups and downs of journal
advertising and become more dependent on medical education dollars.
Most medical publishing companies are doing both. Everybody is trying
to get a piece of this money because it seems to be endless. Clients
may not have journal advertising money but they always have medical
"We knew the market was out there, and we are securing the distribution
through CVS. This aligns with the CVS business model that the female
is making more of the health related decisions — their stores
are set up for women," says Preston.
"How we try to distinguish ourselves," says Preston, "is
with credentialized marketing. Every medical education piece we put
out, every journal article, is associated with a leading association
or institution." American Family Health Matters, for instance,
"has content that readers can trust because it’s backed by the
authority of Columbia University, a world-class institution."
The editor is Marianne J. Legato MD, founder of the Partnership for
Gender-Specific Medicine and a professor at Columbia.
"The changing medical landscape is making women’s lives more complicated
than ever," Legato says. "Our goal is to arm women with the
information they need to make educated decisions — for themselves
and for their families."
Preston majored in business at Montclair State, Class of 1977, and
started out selling ad space for the Patterson News. He has been in
healthcare publishing for more than two decades. Before taking this
job he had been group publisher in Montvale for Medical Economics
Marjorie Schulz is editorial director for the company, a division
of Freedom Magazines, that also publishes the Journal of Gender-Specific
Medicine, a peer-reviewed journal that is the official publication
of the Partnership for Gender-Specific Medicine at Columbia. Its other
publications are Clinical Geriatrics, the Annals of Long-Term Care,
and Home Health Care Consultant. In addition it sponsors meetings
and other medical education programs for health care professionals.
A billion dollar, privately held firm, Freedom’s flagship publication
is the Orange County Register, and it has other daily and weekly newspapers
plus eight television stations. Last year it exercised an option to
buy all of Multimedia Healthcare (U.S. 1, March 20). Since then Multimedia
Healthcare has grown from 23 to 29 employees at this location.
Warren A. Dardine, president of the Pennsylvania-based Programs In
Medicine, was in charge of launching this magazine project. The launch
issue was just 20 pages, says Dardine, and he expects it to grow to
32 pages. A 1976 graduate of Weidner University, he did graduate work
at Penn medical school and then worked in marketing for Wyeth and
an ad agency. "We wanted to secure a minimum number of advertisers
and introduce it as a highly credentialed publication. There was high
interest but we were moving rather rapidly. I can’t tell you
how many contacts we made and those contacts are now coming through,"
Road, Suite 440, Plainsboro 08536. Robert Preston, CEO. 609-275-3800;
fax, 609-716-8138. Home page: www.mmhc.com
Intellisphere, the medical education company that focuses
on explaining the Internet to doctors, and that once was a part of
Multimedia Healthcare, thinks that doctors are moving to the "point
of sale" mentality. Instead of browsing a medical journal for
articles that catch their eye, they are doing more targeted research
on the Internet.
"The readership among highly clinical journals is starting to
flatten and trail off," says Herb Marek, COO of Intellisphere.
"Doctors are going to Medline or one of the other good medical
sites to get information on a particular disease in a particular demographic
and going right to the article."
Intellisphere publishes MD Net Guide, Oncology Net Guide, and Family
Medicine Net Guide, and it has just spun off eight specialty publications
— for cardiology, endocrinology, respiratory, gastroenterology,
psychiatry, neurology, and rheumatology.
"We try to enhance the physician’s knowledge of how to use the
hardware and software to get the best out of the Internet and provide
the direct links to the best medical education and clinical information
sites," says Marek. A graduate of Kean College, he has master’s
degrees from Rutgers and Fairleigh Dickinson. He stayed with Intellisphere
when the company split, with half going to Multimedia Healthcare/Freedom
LLC (see article above) and Michael Hennessey owning the Intellisphere
half (U.S. 1, March 20).
"We tested the waters and will have four issues of Family Net
Guide next year," says Marek. "We scour the net for new medical
content, our editorial board evaluates it, and it ends up in our journal."
Clinical and practice management information comprise 90 percent of
the content, and leisure links (those ads for sailboats and luxury
cars) just 10 percent. This information is also available online (for
easy clicking through) and on E-mail newsletters but print ads are
the cash cows of the publishing business, he admits. "Our online
versions provide added value to our advertisers."
The proof of success is in the page numbers. The September issue for
primary care physicians was 54 pages, and the specialty magazines
are 32-36 pages. To put this in perspective, the medical information
industry is down 13 percent in pages, in the year to date, yet even
taking into account the fact that Intellisphere operates from a relatively
small baseline, its page count is up 50 percent.
Plainsboro 08536. Michael Hennessey, CEO. 609-716-7777; fax, 609-716-4747.
Home page: www.mdnetguide.com
MediMax Communications Inc. plans medical initiatives
for pharmaceutical companies. Based in Durham (its first major client
is a pharmaceutical company in the Research Triangle), it has nine
employees. Partners Staci Cunliffe and Joanne Rosenberg founded the
company in 1999 and opened the Carnegie Center office in September.
"We moved to Princeton because we are trying to expand our northeast
business, and this is the pharmaceutical hub," says Rosenberg.
Cunliffe went to the University of Nebraska, Class of 1990, and did
social work in England for two years, then worked for a not-for-profit
doing grant writing, business development, and educational programs.
Ten years ago she moved to a medical education field for major clinical
A native of Jackson, New Jersey, Rosenberg went to State University
of New York at Downstate Medical Center in Brooklyn, where she learned
to perform to be a sonographer (performing high risk ultrasounds).
"Part of my job was planning medical meetings, and I decided that’s
what I love to do," she says. "We are strategic partners with
pharmaceutical companies to plan strategic medical initiatives in
different therapeutic areas. When they have a drug coming to market,
we help them plan initiatives around the launch of that drug. To educate
physicians, we do anything from journal supplements to arranging
a teleconference series, creating advisory boards, and holding speaker
"Because we come from medical and human services backgrounds,
we have more of a scientific spin to our peer development programs
and our strategic thinking, versus the advertising approach,"
says Cunliffe. "Every person on the account team must do a tutorial
on the therapeutic area and the products related to the treatment
of the disease, so that they have a knowledge base. We are the eyes
and ears for the client."
Carnegie Executive Center, Suite 206A, Princeton 08540. 609-919-6330;
fax, 609-520-1806. Stacy Cunliffe and Joanne Rosenberg, partners.
This full service, international healthcare communication
company moved from Forrestal Village to Clarksville Road, where it
has 18 employees. It had been purchased by Rose Worldwide, a holding
company that is in turn owned by Habas, the fifth largest advertising
and communications company in the world.
Among the Rose Worldwide companies are an advertising firm, Robert
A. Becker, and a medical education company in Trevose, Pennsylvania.
For major pharmaceutical corporations, Cytocom offers business strategy,
communications for current and new products, medical education, medical
writing, and publications. Clients include Amgen, Sanofi-Synthelabo,
Pharmacia, Centocor, and Wyeth.
After 11 years experience in the pharmaceutical industry, Gordon Beck
started his company in his home, and he named it after the word for
cell plus com for communications. A bachelor and a 1985 graduate of
the University of Kansas, he lives in Princeton in Bainbridge Estates.
His father worked for the Army as director of a hospital, and his
mother was a pharmacist.
Beck worked at Hoffman LaRoche and then at Bristol-Myers Squibb, where
he directed cardiovascular marketing, before joining a medical education
company (Medicus Worldwide Group in Manhattan) as president and managing
director of Science and Medicine. A bachelor, he lives in Princeton
in Bainbridge Estates.
"After my Science and Medicine tenure, I had some good client
relationships and decided to try to translate that into a business,"
says Beck, who expects to have $10 million in billings this year.
08550-1505. Gordon Beck, managing director. 609-378-2600; fax, 609-378-2610.
Home page: www.cytocom.com
After two years the Princeton office of the ad agency
that did the Viagra/Bob Dole commercial — CDM — has expanded
from 214 Carnegie Center to bigger quarters at 302 Carnegie. The phone
and fax are new. Headquartered in Manhattan at East 22nd Street, the
firm focuses on the pharmaceutical industry. Among its accounts are
Bristol-Myers Squibb, Wyeth, Janssen Pharmaceutica, and Johnson &
Johnson. It has another office in Red Bank and has 350 workers overall.
The managing partners are Ashley Schofield (creative director-art),
Kyle Barich (director client services) and Gerard McLaughlin (creative
Princeton 08540. Kyle Barich, director of client services. 609-716-4400.
Home page: www.clinedavis.com
The pharmaceutical division of the largest food manufacturer
in Korea has moved into the Carnegie Center, where it plans to add
up to 25 people to its current five-person staff.
"Our plan to expand R&D in North America will require significant
growth," says Andrew Gorman, vice president and chief of business
development of CJ Pharma. "In Princeton we will be adding people
primarily in sales and marketing, regulatory, market research, project
management, clinical development, and logistics." Though CJ Pharma
is classified as a pharmaceutical company, it will outsource many
elements — patent and contract law, financial analysis, human
resources, and market research.
Current quarters are 3,400 square feet. "We will keep expanding
at the Carnegie Center but are very open to alternative space that
fits our needs," says Jong H. Kim, CJ’s global commercial director.
"We picked the Princeton area as a hub for the east coast. Since
we are also searching for biotech and other alliances, it puts us
in a very strategic location." The sales and marketing office
is in Fort Lee.
"Our main focus is to develop additional therapeutic indications
for proprietary drugs in regulated markets," says Kim. New products
to be acquired from outside sources might include specialized therapeutic
areas such as anti-infectives, products with patents that might be
extended with new formulations and indications, and hospital-based
products for acute care. "We feel that, with a smaller sales force,
we can gain more profitability in a hospital segment," says Kim.
The company aims to increase revenues significantly — doubling
or tripling sales by 2007 with higher than average profitability.
"We anticipate initiating our first sales by third quarter 2003,"
says Gorman. "By 2007 our global target for the division as a
whole is $500 to $600 million or $250 million from this office. Last
year division sales were $165 million, and this year we are targeting
$200 million, including Korea and worldwide."
CJ Pharma’s Chairman H. Lee, who spent 30 years in the United States
with Unilever, has what Kim calls "a Western way of thinking."
The head of R&D has a similar background. Kim says the company recognizes
that in order to grow its pharma business, it has to acknowledge the
western view of doing business.
Kim and Gorman attend investment meetings, have met with representatives
of various programs offered by the state, and have talked with some
of the incubator programs and small business grant programs. "Although
we are part of a conglomerate, we view ourself as having an opportunity
to grow through seed funding from various sources to help us fund
special projects," says Gorman. CJ went to Bristol-Myers Squibb
to get Gorman.
"It was a bold move to hire an American," admits Gorman. "The
company recognized that there needed to be some perspective that might
not be present in CJ Pharma. We have now a blend of Korean expertise
as well as U.S. and European expertise. Mr. Kim represents a nice
blend of expertise — Latin America and the Middle East as well
as Korea. And I bring a blend of expertise in addition to North America."
Gorman went to Baylor University and took his PhD in pharmacology
and physiology at the University of Texas at San Antonio. He did postdoctoral
work at Northwestern Memorial in Chicago, taught at East Carolina
School of Medicine in Greenville, and went to Hoechst Roussel (now
Aventis) in 1990, where he was in charge of corporate business development
and licensing. In his last three years there he was responsible for
Japan, and he had also been in charge of North American and Europe.
In 1998 he moved to Bristol-Myers Squibb, and he came to CJ in April,
2001. He lives in Yardley with his wife, an interior decorator, and
they have two grown daughters.
Kim majored in organic chemistry at Korea University and did his master’s
degree at Oregon State in 1985. Then he worked as a research scientist
at Samsung Corp. and moved to the pharmaceutical division as sales
and marketing manager in 1994. When he came to the United States again
he worked in Fort Lee at CJ America, where he was general manager
for North and South America for the pharmaceutical division and opened
the market for Central and Latin America. One year ago he joined the
new firm, CJ Pharma, as director. Instead of moving to Fort Lee, an
enclave for expatriate Koreans, Kim and his wife and two school-aged
children chose to settle in Paramus.
"We will continue to hire Americans with key expertise in the
United States and Europe, making sure we keep the culture of Korea
intact," says Gorman.
Gorman’s job is to leverage the strengths of both business cultures.
"One of the challenges we have in being a hybrid global Korean
company is to reach a nice blend of keeping the positive aspect of
being a Korean company but also meeting the dynamics of the way that
U.S. and European companies like to operate. That is the one area
in which I am trying to initiate change."
"Korean people are very hard working and very dedicated, to company
and family and culture," Gorman says. "One of the striking
things is that the culture is very homogenuous, not only in Korea
itself but also in clusters in the United States. That is something
that needs to be recognized and respected. In doing business in Korea,
consensus building is important and decisions are made only after
getting to know the product, customer, and the partner."
Says Gorman: "Obtaining products and being a good strategic partner
requires sense of urgency and dedication, but we also have to respect
the process and culture of consensus building."
One way to convey urgency is to start the work week promptly. Because
Korea has a 14-hour time difference, that means that Gorman and Kim
start making phone calls on Sunday evening. Says Gorman: "To try
to reach a blend of timely decision making, we need to be sure all
our colleagues in Korea understand the opportunity as well as we do."
"With its long history, CJ Corporation is a leading Korean company
and is highly recognized in Korea and southeast Asia," says Kim.
"Korea represents one percent of the worldwide pharmaceutical
market. This is the only pharmaceutical office that we know of from
Korea that was established in the United States with global responsibilities."
CJ stands for the original company name Cheil Jedang.
Translated, that means premiere sugar manufacturer. The Byung Chul
Lee family started a sugar refinery business after the Korean War.
From there the company diversified into heavy industry, electronics,
ship building, and consumer products such as clothing, so that now
it has more than 36 different subsidiaries. In 1987 the founder died,
and CJ divested out of the Samsung group, which focuses on electronics
and heavy industry. The pharmaceutical division was created in 1984
and made a separate company in 2001.
"Our brand name has had a very good reputation for the past 50
years in the domestic market, and we have 10,000 consumer products,"
says Kim. "Now we want to globalize it, and CJ is easy to understand
CJ already had a strong domestic business, but it wanted to grow,
not just by getting new products but also by getting a piece of regulated
markets like North American and Europe. "CJ will be a specialty
pharmaceutical, obtaining products from partnering and strategic agreements,
obtaining products from worldwide sources for South America and southeast
Asia. We are in the process of building a portfolio of branded products
and branded generics products," says Gorman.
"We tried to bring our products from Korea to the United States,"
says Kim, "but the Food and Drug Administration is a big barrier
to an Asian company. We wanted to commercialize products quickly,
so we went to an unregulated market such as Latin America. In five
years our sales grew to $20 million, but there is a lot of competition
from India and China. When the market becomes crowded, we don’t see
any value there."
In an unregulated market, most of the business involves bidding against
competitors for a country’s contract. "There is no requirement
for certified good manufacturing practices," says Kim. "Now
we want to compete in the regulated markets to gain limited exclusivity
and form alliances for FDA-approved production and manufacturing to
get premium pricing.
North America is not the company’s only target. For 40 to 50 years
CJ has had strong ties with Japanese pharmaceutical and food companies,
and it hopes to extend those ties to China. "Bulk production is
a big issue and China is becoming very prominent in that. We are looking
at some of the biotechnology that may be emerging from China,"
Gorman expects to identify some community activities and become more
closely associated with the state of New Jersey, as well as to do
R&D with Princeton University and Rutgers and encourage exchange programs
of scientists to and from Korea. Like most executives in Asian companies,
Gorman and Kim are avid golfers, so some of their networking will
take place out on the links.
08540. Andrew Gorman, vice president, chief business development officer.
609-897-0780; fax, 609-897-0725.
Floor, Princeton 08540. Taro Iwamoto, global project manager. 609-452-2922;
fax, 609-452-1441. Home page: www.otsuka.com
Two sister Japanese firms, Otsuka Pharmaceuticals and
Taiho Pharmaceutical USA, have opened offices at Princeton Overlook.
Otsuka Pharmaceutical has a major partnership with Bristol-Myers Squibb
and it will have up to a dozen employees in this office. Otsuka will
concentrate on drugs for the central nervous system, and it is partnering
with B-MS on aripiprazole an investigational treatment for schizophrenia.
Headquartered in Tokyo, the company was founded by Busaburo Otsuka
and is one of the largest privately held companies in the world. Many
family members work for the firm, including the grandson of the founder.
Now Otsuka includes 32 companies and 19,000 employees, including 500
in the United States. Total revenues are more than $4.5 billion, and
products include nutraceuticals, "cosmedics," chemical ingredients,
daily necessities and household goods, food and drink products, and
products related to environment maintenance.
Otsuka started out in 1921 to develop intravenous solutions. Among
its consumer products now are food and nutraceuticals for quality
of life enhancements (fiber, sports drinks, and vitamins). Its first
consumer product, in 1965, was OramininC, a nutritional drink. In
1964 it began to focus more on pharmaceutical products, and it opened
a research facility in Rockville, Maryland, in 1985. Its products
include a partnership with Pfizer.
Third Floor, Princeton 08540. Masayuki Kobayashi, president. 609-987-9339;
fax, 609-987-9332. Home page: www.taiho.co.jp
Taiho Pharma USA belongs to the family of Otsuka companies.
"Our mission is to bring our original anticancer drug to the patients
in the United States," says Masayuki Kobayashi, the president
of the United States division. He expects to have a total of 15 people
at this office, which moved from Manhattan this fall. Taiho is part
of the Otsuka group.
Based in Tokyo, Taiho is a Japanese pharmaceutical company that manufactures
and develops therapies for oncology, urology, and immunology. The
drug it is bringing to the United States, called S-1, has been used
for two years in Japan for advanced gastric cancer and for head and
neck cancer. It is in Phase 1 clinical trials in the United States
for advanced gastric cancer.
Kobayashi opened the U.S. office in Manhattan in 1997. The son of
a pharmaceutical executive, he went to Gakushuin University in Tokyo,
and worked at Japanese bank in New York before joining this pharmaceutical
firm eight years ago. This fall he and his wife, who have three young
children, moved to West Windsor from Rye, New York.
Center, Princeton 08540.
Mikihiko Obayashi has closed the Princeton office of Quintiles Japan
International Desk, which interfaces with Japanese and American pharmaceutical
firms. Though business is being conducted from the company’s North
Carolina headquarters, some are working from home.
Princeton 08540. Robert L. Maio, vice president, sales and service.
609-275-8818; fax, 609-275-8819. Home page: www.iPhysicianNet.com
The healthcare firm has expanded from 103 Carnegie Center to Carnegie
212, suite 200, but phone and fax are the same. Based in Scottsdale,
Arizona, it offers high quality interactive video detailing for selected
physicians (U.S. 1, May 22, 2002, and November 1, 2000). "Our
staff size in Princeton fluctuates according to whether we are hosting
a client’s call center," says Karen Metropulos, spokesperson.
The new office can accommodate call centers that might be needed.
Howard Goldberg, vice president. 609-524-4100; fax, 609-520-0633.
Home page: www.clinphone.com
ClinPhone has made its move from 2,100 feet at Princeton Commerce
Center on Emmons Drive to 6,200 square feet at 1009 Lenox Drive and
has a new phone and fax. It also opened a Chicago office and will
expand to the West Coast in the next few months.
Based in the United Kingdom, ClinPhone offers electronic trial management
services to support pharmaceutical and biotechnology companies during
the clinical research.
G. Busa, president of clinical trial center. 800-886-8992 or 609-443-2600;
fax, 512-225-1273. Home page: www.esoterix.com
Headed by Anthony G. Busa, a clinical trial center for
new drug testing opened in September in 32,000 square feet on Lake
Drive in East Windsor, in the Twin Rivers area. Based in Texas, this
company does the work of a laboratory testing company and a clinical
research organization. In fact, Busa most recently worked for Covance
at the Carnegie Center.
Founded in 1995, Esoterix has more than 600 employees in the United
States and Europe. It is privately funded through Manhattan-based
Behrman Capital, and shareholders invested an additional $5 million
earlier this year. Its net revenues increased by 18 percent last year
to $68.7 million.
Esoterix has three service areas: testing for office-based physicians
and oncologists, for hospitals (a variety of service including endocrinology
and toxicology tests), and for pharmaceuticals and biotech companies
(clinical trial services). In addition to its headquarters in Texas
and the new Lake Drive facility, it has operations in California,
Texas, Minnesota, Tennessee, Florida, and the Netherlands.
East Windsor’s center offers Phase 1 and Phase 2 testing in all six
of Esoterix’s disease areas and it coordinates with the company’s
new laboratory in Groningen, Netherlands. About 50 people are expected
to work here.
Busa has 25 years of experience in the pharmaceutical, medical and
contract research industries. A graduate of Iona College in New Rochelle,
New York, he most recently worked at Covance, where he was vice president
of corporate relations and vice president of corporate sales.
212, Princeton 08540. Chris J. Taylor, chief operations officer. 609-514-0900;
fax, 609-514-9888. Home page: www.atkinsamericas.com
Following the merger of Hanscomb with Faithful & Gould, the Nassau
Street office of Faithful & Gould moved in with Hanscomb at 100 Canal
Pointe Boulevard in November, and it is now known as Atkins Hanscomb
Faithful & Gould. It does construction auditing, meaning that it acts
as a middleman between owners and contractors.
The parent company, Atkins, has 15,000 employees worldwide and is
traded on the London Stock Exchange. Atkins HF&G, the construction
auditing firm, has branches in 27 U.S. cities and 400 employees. About
28 people work in the Canal Pointe office, but dozens more are in
the field. The company expanded from 4,000 to 5,000 feet at Canal
Pointe, taking some of the space formerly occupied by Justballs.com
Ewing 08618. Stephen Kibblehouse, CEO. 609-896-1921. Home page:
Late in November the property and casualty insurance company moved
from 1000 Lenox Drive to smaller quarters on Phillips Boulevard in
An article on November 6 incorrectly associated Highlands Insurance
Group with ARI Insurance Companies on Franklin Corner Road. ARI is
not connected with Highlands Insurance Group, American Reliance Group,
or Halliburton Company.
An engineer who worked on the Manhattan Project he was a Presbyterian
for FMC Corp. and manager of information retrieval at Jacobus Pharmaceutical
she taught English at Princeton Day School. A memorial service will
be Saturday, December 7, at 10:30 a.m. in Princeton University Chapel.
technician at Princeton Plasma Physics Laboratory.
president of Elizabethtown Water Company and mayor of Princeton Borough.
Windsor’s tax assessor.
Corrections or additions?
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