Rx for pursuing medical deals

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It's a good time for media companies that don't have medical properties to get into the field, especially if they have the right expertise, said Charlie Hunt, managing director and leader of DeSilva & Phillips' health care and medical media group.

"Companies with expertise in education or databases have found that there are platforms that are both compatible and understandable, and it enables them to expand into medical's `relatively' high growth markets," he said.

Overall, Hunt sees a very positive outlook for medical media, especially those companies that have expanded into revenue streams that include advertising, medical education and database resources.

But Hunt warned that companies that employ a lot of technology in their media offerings will have to wait for end users such as doctors to play catch-up.

"What you're seeing is technology hitting medical with a 2-to-4-year delay period after when it hits other industries," Hunt said. "Many physicians see patients in their office and then make rounds at their hospitals to see patients as well. This has limited their time in front of a terminal.

"Surveys indicate that the medical community is catching up with the use of electronic platforms. The key to success will be delivering content such as prescribing information, disease state information and new clinical knowledge quickly and efficiently."

-Mary Ellen Podmolik

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