Adfire Health

Canaccord Genuity Advises HCP Data & Digital Engagement Company Adfire Health on its Sale to Health Union

Strategic Acquisition Expands Health Union’s Impact in Connecting Healthcare Companies and Their Most Important Audiences

Canaccord Genuity has advised healthcare professionals (HCP) data and digital engagement company Adfire Health on its sale to Health Union, a portfolio company of Court Square Capital Partners that is the recognized leader in condition-specific, online health communities and patient engagement. The acquisition advances Health Union’s growth plan to provide transformative direct-to-consumer (DTC) and HCP marketing solutions for the pharmaceutical and life sciences industry by further expanding the company’s impact on connecting healthcare companies and their most important audiences.

Adfire Health is an experienced provider of proprietary, data-driven digital marketing solutions to target, engage, and activate HCPs for companies in the pharmaceutical, medical device, healthcare supply chain, and biotech industries. Over the past two decades, Adfire Health has built the most extensive platform of deterministic, first-party HCP data, with more than 8.3 million records representing 2.8 million national provider identifiers (NPIs), more than 100 license types, and 600 specialities. The company’s identity graph enables superior 1:1 NPI-validated audience targeting capabilities and generates the highest media reach with activation across channels to all professional healthcare providers, including prescribers, supportive care teams, and administrators who influence patient care decisions. Together with Health Union’s own extensive, first-party patient identity graph, the companies’ combined capabilities will activate the largest and most unique first-party patient and HCP dataset, enabling truly integrated, omnichannel media planning to reach patients and their complete care teams.

Health Union is the proven industry leader in condition-specific, online health community and patient engagement. The company reaches millions of people through the largest network of online health communities (e.g., Migraine.com, MultipleSclerosis.net, LungCancer.net) and health leaders – addressing virtually every condition and providing patients and caregivers with the information, connection, and support they need to live better with challenging health conditions. For more than a decade, Health Union has been transforming the way pharmaceutical and healthcare brands engage with people, enabling transparent, innovative opportunities to gain insight and empower action through advertising, marketing research, and clinical trial solutions for the healthcare industry.

The combination of Adfire’s rich HCP dataset with Health Union’s first-party patient data and sophisticated technology platforms will accelerate innovation to meet the needs of today’s rapidly-evolving healthcare landscape. Leveraging the strengths of both companies, Health Union plans to bring new, integrated programmatic media, digital marketing, and commercial intelligence solutions that drive holistic approaches to improving patient outcomes to market. 

Canaccord Genuity is the leading advisor to pharmaceutical and life sciences omnichannel marketing solutions providers, with deep expertise and transaction experience in healthcare across Software/SaaS, Martech, Adtech, Data/Insights, Tech-Enabled Solutions, Market Access, MedComms, and Marketing Agencies.