ImpactRx, a pioneer in tracking and evaluating pharmaceutical promotion on the prescribing behavior of physicians, completed its annual review of the detailing efforts of pharmaceutical/biotech sales representatives in oncology offices. The results have just been published in the January 2011 edition of Oncology Business Review.
ImpactRx’s mobile pharmaceutical market research system offers a longitudinal network of 475 oncologists who use iPhone technology and proprietary software to provide real-time data about sales representative promotion, meeting and event participation and patient treatment options. This year the data was supplemented with research into physicians’ online behavior provided through a joint offering ImpactRx has with comScore, a global leader in measuring digital traffic and readership. The result is a unique view of the promotional landscape in the fast-paced and ever-changing oncology market, helping pharmaceutical companies make the most of every minute with key physicians.
According to Richard Altus, President and CEO of ImpactRx, “Given the recent changes in the pharmaceutical and biotech industries, face time with oncologists is more valuable than ever. This data helps refine brand and targeting strategies to ensure that the right message gets to the right physicians, providing an optimized and powerful marketing strategy.”
Key data highlighted in the article includes:
•Share of Attention – Sales Representative Oncology Product Details 2006-2010;
•Top 25 Products Detailed by Sales Representatives 2009/2010;
•Oncology Sales Force Top Tier Rating 2010;
•Reach of Healthcare Websites (Jan – Sept 2010);
•Average Number of Visits per Month (Jan – Sept 2010).
Founded in 2000 and headquartered in Mount Laurel, NJ, ImpactRx’s longitudinal panel of high prescribing, smart phone-connected physicians is the exclusive source of continuously captured promotion and treatment data. Through its proprietary methodology, the Company captures annually one million details and three million treatment decisions, fueling its unique industry database. ImpactRx (impactrx.com) leverages this unprecedented intelligence with custom research and analytics to provide insightful solutions to pharmaceutical marketing and sales decision makers.