Physician Engagement Tracker Launched

In the US, data-driven pharma marketing consultancy RMi has launched an analytics tool, IntelliScore, which tracks and analyses physicians' receptivity to and engagement with marketing methods and brand messages across a variety of channels.

RMi (formerly Relationship Marketing, Inc.), headquartered in Des Moines, Iowa and with offices in New York City and Thousand Oaks, CA, focuses on the pharma and biotech industries. The firm's services include multi-channel campaign measurement, optimization, segmentation and targeting.

IntelliScore, which is the first tool in a planned suite called SyntheSight, has been developed to provide a 'snapshot' of how physicians are engaging with marketing efforts, including e-mail, direct mail, surveys, sales calls, speaker events, and any other type of contact that can be tracked to the physician level.

Each effort is scored by weighing the value of actions taken, information provided, channel preferences, preferred messages, and how they correlate with the physician's sales or prescriptions.

The firm says the tool can be used to forecast future physician prescribing behavior, including potential brand defection, by combining attitudinal and behavioral insights from its 'intensity' scoring index.

According to Dr Scott Clair (pictured), RMi Director of Market Insights and Analytics: 'IntelliScore is a first-of-its kind tool for pharmaceutical marketing analytics that gives us the data we need to help brand managers refine marketing campaigns immediately to enhance response. We believe it is the only tool currently available that provides pharmaceutical and biotechnology marketers with a real-time view of physician engagement.'

Web site: www.rmarketing.com .