New Pharma MR Firm Gives Alternative Insights

Informed Medical Communications (IMC) has launched MRxHealth, a new MR and consulting firm focused on non-traditional, personalised pharmaceutical marketing. The company will be led by Nancy Adams, formerly President of The Peer Group, which joined with disease information provider HealthTalk earlier this year to form IMC.

Health Talk and The Peer Group both continue to run as separate companies as part of IMC. Adams was instrumental in facilitating physician education programs at The Peer Group, a medical marketing company that uses small group, moderated forums to educate healthcare professionals. She believes that, as the industry evolves, there is a need for insights into the effectiveness of alternative, personalised marketing vehicles such as in-person forums, small group physician and patient meetings, and web programs.

MRxHealth will provide targeted and customised research using the following methodologies.

• Ethnographic (on-site observational research) of patient-physician interactions.
• Moderated dialogue with highly targeted samples to determine the most effective marketing content and channel.
• Regional physician online panels.
• Real-time online program performance tracking across marketing channels.
• Textual analysis, using software to 'discover revealing word and phrase patterns in written or spoken communications' to help uncover attitudes and unmet needs.

Jo Anne Jensen, formerly VP of Client Services and Global Market Insite (GMI), has been named VP, Market Research. Previous roles included Associate VP of Access at Market Measures, and Senior Research Director at Response Analysis.

Geoff Penney, who has previously worked for NOP World, Foster Higgins and Opinion Research Corporation, is the new company's VP of Business Development.

Robert Goodman, CEO of IMC, says the launch 'strategically complements IMC's network of companies', allowing the company to 'tap into the resources of our exclusive patient networks and physician databases to combine highly valuable audiences with custom research and consulting capabilities'.

The new company is based in Seattle, WA and Edison, NJ. Since the merger, IMC has also launched RxDialogue, a consumer relationship marketing company. IMC is online at www.informedmedical.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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