MBO for PeopleMetrics Healthcare Division

US customer and employee engagement specialist PeopleMetrics has spun off its healthcare custom market research business into a separate company known as Reason Research, which has been acquired by four senior staff at the firm. Terms of the deal were not disclosed.

The division, which focuses on the pharma and biotech sectors, was set up to help clients engage with physicians through MR services such as custom study design and advanced analytical capabilities. It also offers proprietary online tools showing real-time results, including significance testing and open-ended physician comments.

The company says the spin-off benefits both parties, allowing PeopleMetrics to focus on its software and consulting services for transforming custom experience programs, and Reason Research on partnering with market researchers in healthcare companies. PeopleMetrics CEO Sean McDade says the sale will enable the two businesses to complete more effectively in their respective markets.

Buying the new company are former PeopleMetrics staff Sanjeev Dixit, Heather Donahue, David Wenger, and Gary White (pictured), who is now CEO of the new firm. Commenting on the acquisition, White said: 'We are thrilled to purchase the healthcare custom market research business from PeopleMetrics. The spin-off allows us to continue delivering exceptional service to our clients, while positioning us for growth in an industry with rapidly evolving market research needs.'

Web sites: www.peoplemetrics.com and www.reasonresearch.com .