Snyder Expands Medical Marketing Programs with Deal

By Fisher, Eric | The Washington Times (Washington, DC), August 31, 1998 | Go to article overview

Snyder Expands Medical Marketing Programs with Deal


Fisher, Eric, The Washington Times (Washington, DC)


Snyder Communications Inc. in Bethesda, keeping its word to maintain an aggressive acquisition pace in 1998, last week agreed to buy closely held Connecticut-based Clinical Communications Group for $108 in stock and assumed debt.

The purchase dramatically boosts Snyder's bread-and-butter business: medical marketing. Snyder traditionally has helped pharmaceutical companies develop marketing programs once their drugs receive approval from the Food and Drug Administration. The company also specializes in handling outsourced projects for manufacturers such as database marketing, field testing and product sampling.

The Clinical purchase and the resources it brings will help Snyder start the marketing planning process before FDA approval is gained.

"We can now provide our pharmaceutical clients with one-stop, integrated education solutions that can reach from a product's initial introduction to the medical community to the final phases of product launch," said Daniel Snyder, chairman and chief executive.

Clinical's client list includes industry heavyweights Bayer, Bristol Myers Squibb and Glaxo-Wellcome.

The Clinical deal is Snyder's first major deal since buying Boston-based Arnold Communications in March. Snyder has bought more than 15 companies since the beginning of last year, and plans no slowdown in its mission to become a one-stop marketing source for Fortune 500 companies. Snyder's revenues, just over $333 million last year, will top $800 million this year and $1 billion next year, company officials said.

FILA DROPS WEBBER

Fila USA, the Sparks, Md.-based athletic footwear and apparel maker, remains a staunch supporter of athlete endorsements, despite recently dropping former Washington Wizards forward Chris Webber from a three-year, $1.5 million endorsement contract.

"I still am, and the company still is, a proponent of the using athlete endorsers to promote a brand," said Howe Burch, Fila's senior vice president of advertising. "There's been a proliferation of endorsers, and a lot of talk about how it's now not as effective. But I believe that this is a correction, not a scrapping of the entire formula.

"We will continue to seek out quality players who represent the ideals of our brand, and that would have happened with or without Chris Webber," he said.

Mr. Webber, now a member of the Sacramento Kings, signed with Fila early last year after a highly publicized falling-out with market leader Nike. …

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