Defined Health rebrands as Cello Health BioConsulting

18 months after joining Cello Health, US biotech consultancy Defined Health has been rebranded as Cello Health BioConsulting. The arm, which focuses on pharma and life sciences biotechnology, will operate within Cello Health’s consulting business unit – Cello Health Consulting.

London-based Cello Health offers research, communications, and advisory services to clients in the pharmaceutical, biotechnology, and health sectors. Its Cello Health Consulting division offers strategy consulting services to healthcare clients – with offerings ranging from early asset development and commercialization to competitor strategy. Cello Health Insight, meanwhile, focuses on market research, and has worked with every pharma company in the Global Fortune 500. Finally, Cello Health Communications creates compelling brand communications and engagement strategies to support clinical and commercial success.

The company has US offices in New York, Chicago, San Francisco, Philadelphia, and Yardley, PA, and UK offices in London and Farnham. Cello Health employs over 500 researchers, scientists, and strategists in Britain and the United States.Now, the company has announced that it is rebranding Defined Health – a New Jersey-based consultancy focusing on early stage biotechnology – to Cello Health BioConsulting. Acquired 18 months earlier, the company name change reflects the increased alignment of strategic, scientific, and consulting resources that has taken place since Defined Health joined Cello Health in 2017.

Founded in 1983, Defined Health offers business development strategy services to life sciences firms focusing on biotech – which fights diseases and health risks through the harnessing of cellular and biomolecular processes. The team’s in-depth experience bridges clinical practice, drug development, business development, and commercial strategy, with strong expertise in oncology, rare diseases, and neuroscience, among others.

Now, operating as Cello Health BioConsulting, the former Defined Health team is enhanced by a synergistic relationship with Cello Health Consulting’s strategic marketing and commercial expertise.

"Ultimately, it is our people that our clients value, and we are not going to disrupt the client-driven approach that the Defined Health team has always delivered," said Ginger Johnson, CEO of Defined Health. "Cello Health BioConsulting will continue to be led by the same established senior leadership team operating from Florham Park, NJ.”

“As part of the Cello Health Consulting capability, our clients will now have access to over 80 consultants globally, with a unique combination of deep scientific sophistication and relevant strategic and commercial insights through senior industry and consulting expertise."

According to the company, the pharma and life sciences industry is evolving rapidly, and science-driven biotechs need to consider commercial implications early in the development cycle. "Given the trend toward compressed timelines from discovery to approval, an increasing focus on smaller patient populations, and the need for biotechs (as well as large Pharma) to navigate the fine line between scientific and commercial risk, we believe that our clients, even the most science-driven biotechs, now need to consider commercial issues early on and will benefit from the unique combination of scientific, strategic and commercial expertise we will now deliver,” said Ed Saltzman, Executive Chairman and Founder of Defined Health.