When marketing meets medicine: How Teva learned to move beyond the pill

Teva Pharmaceuticals was able to look beyond the pill when it acquired Gecko Health Innovations, a company that is innovating in healthcare in various ways.

The proliferation of generic brands, price-reduction pressures, and stringent regulations have all combined to make it more difficult for some pharmaceutical companies to make money.

Realizing that manufacturing pills alone was not sustainable under such conditions, Teva Pharmaceuticals, the world’s largest manufacturer of generics, took a giant step into the brave new tech-and-data-driven world to transform itself into a digital innovator.

In 2015, the Israeli pharmaceutical company acquired Gecko Health Innovations, a four-year-old startup based in Cambridge, Massachusetts, which specializes in the production of medical inhalers.

As part of the transaction, Teva picked up the rights to CareTRx, an...

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