In the US, pharma market research firm ImpactRx has acquired 100% of TargetRx, which helps pharmaceutical companies understand the drivers of physician behavior. Terms of the deal were not disclosed.
ImpactRx uses proprietary panels, custom research and analytics to measure the impact of pharma promotion on physicians’ prescribing behavior. Earlier this year, a majority stake in the company was sold
to private equity firm Symphony Technology Group (STG) - the parent of retail market intelligence giant SymphonyIRI.
Through the acquisition, TargetRx’s proprietary analytical methodologies and AdvantageBuilder normative database will be merged under the ImpactRx brand.
The united firm will be led by ImpactRx President and CEO Gregory Ellis
, who says: ‘ImpactRx specializes in helping clients understand the actual behavior of physicians in response to promotion, while TargetRx helps clients understand the underlying drivers of that behavior as they relate to physicians’ attitudes, perceptions and beliefs. Together, we will provide our clients with an unprecedented level of insight into what physicians do and why they do it.’
Web sites: www.symphonytg.com