BioAssets: Convergence as Marketing Play

Most drug and device companies approach convergence as a product development issue--the actual combination in a single product of both device and pharmaceutical attributes. But what if convergence were played out as part of a marketing strategy? That's one of the possibilities being explored by BioAssets, a drug company with a novel approach to the use of TNF inhibitors in spine, who hopes to tap into the strong customer relationships that spine device companies have with surgeons.