ImpactRx Announces Launch of TabletImpact
MOUNT LAUREL, N.J., Oct. 5, 2011 /PRNewswire/ — ImpactRx, the pioneer in measuring the impact of promotion on physician prescribing behavior, announced today the launch of TabletImpact, a solution offering from the Company’s Consulting Analytics practice. TabletImpact provides unique insight into the execution and impact of details and messages delivered via tablets enabling brand teams to optimally design, and measure the execution and effectiveness of, their tablet detailing and messaging strategy.
“As our research model captures longitudinal information from targeted physicians on the impact of details, delivered via tablets as well as by other means, on their prescribing behavior, we are uniquely positioned to analyze the effectiveness of the tablet,” said Brian Gibbs, ImpactRx’s Vice President, Consulting Analytics. “Not only can we measure the overall impact of a tablet-delivered detail, but we are also able to drill down into the components of the detail to determine which messages are more effectively delivered with the tablet,” stated Gibbs. “We’ve already seen that certain messages have a greater impact, both positive and negative, when communicated through a tablet. These insights help our clients tactically adjust to optimize the impact of the tablet,” Gibbs concluded.
“Through our longitudinal ImpactData, we’re seeing a dramatic increase in the use of the tablet across the competitive detailing landscape,” stated Greg Ellis, ImpactRx’s President and CEO. “Considering the substantial investment our clients have made in this technology, it is vital that its impact on physician prescribing behavior be effectively analyzed and evaluated,” said Ellis. “We think TabletImpact is a best-in-class analytical solution to address this ROI question and to provide guidance on the optimal deployment of the tablet in the field,” Ellis stated.
ImpactRx’s iPhone-enabled longitudinal panels capture promotion activity and patient treatment decisions from the same physicians all within a complete competitive context. Accordingly, the link between promotional stimuli and behavioral outcomes is direct. This linked longitudinal and competitive data at the physician-level serves as the ideal input for promotion response analyses. Through the integration of its unique ImpactData with an innovative transaction-level modeling approach that accounts for the historical impact of promotion on physician behavior, ImpactRx’s Consulting Analytics team delivers solutions unmatched in their level of insight.
ImpactRx is the leading provider of consultative and analytically-based promotional effectiveness solutions to the healthcare industry. Powered by its longitudinal ImpactData(TM) and its normative AdvantageBuilder(TM) data assets, ImpactRx’s consulting analytics and custom research capabilities provide unparalleled insight into the drivers of physician brand choice within a complete competitive context. Through its iPhone-connected panel of more than 4000 targeted physicians and its proprietary, state-of-the-art research technology, ImpactRx captures not only physician treatment decisions in response to promotion, but also the attitudes, perceptions and beliefs underlying those decisions. The integration of its comprehensive behavioral and attitudinal data with its validated and innovative modeling techniques enables ImpactRx to deliver breakthrough solutions to its clients. These solutions empower clients to improve brand performance by making more informed and effective decisions around marketing strategy, field and channel execution and pre-launch and launch planning. ImpactRx is a Symphony Technology Group company (www.symphonytg.com). For more information, visit: www.impactrx.com.
Senior Director, Product Development/Marketing