ImpactRX Upgrades Physician Insight Tool

In the US, physician panel specialist ImpactRX has upgraded its POP (point-of-promotion/point-of-prescribing) survey tool, to provide 'more streamlined' processing, faster client turnaround and more granular data capture.

Founded in 2000 and headquartered in Mount Laurel, New Jersey, ImpactRx manages longitudinal panels of iPhone-connected physicians, providing continuously captured promotion data, and information on three million treatment decisions each year.

In April, private equity firm Symphony Technology Group (STG) - the parent of retail market intelligence giant SymphonyIRI - acquired a majority interest in ImpactRx.

The firm's updated POP 2.0 proprietary event-triggered survey tool enables ImpactRX to capture an understanding of the physician's perspective at the time of decision - immediately after a message is received, or a brand choice is made.

POP 2.0 is available across all of ImpactRx's iPhone-enabled longitudinal panels, comprising almost 4,200 high-value physicians, including primary care physicians, oncologists, HIV specialists, endocrinologists, psychiatrists and neurologists.

'POP surveys are administered in real-time, immediately following a promotional or treatment event, making the data we capture more accurate and less susceptible to physician recall error,' states VP of Custom Market Research, Bruce Cowgill. 'By combining the enhanced features of POP 2.0 with the full ImpactRx product solution suite, we can provide vital intelligence to pharmaceutical marketing and sales decision makers.'

Web site: www.impactrx.com .