The news came out that Merck was investing up to $17 million in Physicians Interactive Holdings (better known as Skyscape.com). Here’s a section from the press release.
Physicians Interactive Holdings, Inc. the leading provider of mobile and web-based clinical resources and solutions for healthcare professionals, today announced it entered into an agreement with Merck Global Health Innovation Fund, LLC (“GHIF”) to invest up to $17 million in the Company. The financing includes an initial investment of $8.5 million and potential future investments of up to $8.5 million contingent upon achieving certain pre-specified milestones. The proceeds will be used to fund the growth initiatives of four key products and other initiatives as identified by the Board. Physicians Interactive Holdings was identified by GHIF as being on the forefront of healthcare innovation, and the investment is part of the fund’s strategy to help nurture leading global healthcare solutions.
Uh huh, nurture leading global healthcare solutions. I think this line describes what’s really in the works after they describe PIH’s clinical medical reference tools, electronic drug sampling and interactive education they say, “The solutions are blended into the clinician’s daily workflow via web, mobile and electronic health records channels…” Exactly. Is there any wonder why Merck would be interested in this type of company?
There are a lot of companies that would love to be blended into the clinician’s daily workflow. Why do you think drug companies want to find some way to access the clinician through their EHR software? It’s because the EHR software is blended into the clinician’s daily workflow. There’s no better place to advertise, market and inform someone.