comScore and ImpactRx Launch Physician Measure

Online measurement firm comScore and pharma insights agency ImpactRx have launched a solution that links physicians' online and mobile behaviors with their actual prescription writing activities.

Through their new 'comScore/ImpactRx Physician Behavioral Measurement Solution', the firms will provide pharma marketers, ad agencies and site publishers with a view of physicians' use of digital media. This includes what Internet sites they frequent, their level of online engagement and search engine usage, and how these behaviors influence their prescription writing activity.

The new solution uses comScore's panel-based methodology to observe the actual digital behavior and prescription administration activity of a representative panel of US physicians that have given ImpactRx and comScore permission to track their behavior.

These observations are then supplemented with survey research to help better understand the attitudes and intentions that influence the physicians' behavior.

The firms say that their solution will enable publishers to better quantify their reach and engagement among health care providers in comparison to competing sites, and provide them with third party audience data to help prove their value.

'There is a growing need to understand how physicians' use of digital media influences their decision-making,' explained John Mangano, comScore VP of Pharmaceutical Marketing Solutions. 'By directly relating doctors' Internet use to their prescribing behavior, the new solution provides the industry with actionable insights that are crucial in this highly competitive market.'

ImpactRX CEO Richard Altus says the ability to look at physicians' behaviors separately from the total Internet audience will provide a 'level of granularity not previously available in the industry'.

Web sites: www.comscore.com and www.impactrx.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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