Daily Research News Online no. 1372 - NOP World Health Acquires Cozint

NOP World Health Acquires Cozint

January 16 2002

NOP World Health has acquired Cozint in a cash transaction for US$10.5 million. Cozint -a supplier of real-time, Web-based research solutions to the pharmaceutical and biotechnology industries- will be integrated with the Promotional Effectiveness Group of Market Measures Interactive (MMI) to form a new division.

Rob Sederman, Cozint's current CEO, will become CEO of the newly-integrated division, reporting to Elaine Riddell, CEO of MMI and NOP World Health.

'Today, pharmaceutical companies are spending $15.5 billion a year on sales and marketing-with almost half of that focused on physician detailing,' says Ms. Riddell. 'With promotional investment continuously expanding, we saw a growing need among our customers for new services to help them maximize the return on their sales and marketing efforts for all their products, including in-line brands, as well as new launches. This demand for high-quality research and guidance to support in-line products is a new niche-one that wasn't being fulfilled by any company. By bringing together MMI and Cozint, we are able to fill that gap with a truly unique organization-one that can integrate primary and secondary data, create totally new productivity measures and analytics and offer actionable insight to measurably increase promotional effectiveness. And we can do it all at the speed of the Web, so clients can make informed decisions in days rather than weeks-keeping ahead of an accelerating healthcare environment.'

'The breadth and depth of the newly combined capabilities will provide clients with breakthrough speed and quality to support their market research needs,' added Rob Sederman. 'At Cozint, we've become experts at using the Web to gain continuous access to the attitudes and needs of healthcare customers. By combining best-of-breed technologies with sound methodologies, we will deliver high-value information streams that let our customers respond to market trends faster and more effectively than their competitors.

We are looking forward to bringing together our expertise with MMI's knowledge to create a complete continuum of services that helps clients monitor, assess and boost ROI on every facet of the promotional mix-from sales force activities to DTC campaigns to professional and consumer Web sites. As a united team, MMI and Cozint can add value to gold standard services, such as Fastape Plus(TM) -- as well as build entirely new product lines, including e-marketing measurement tools and sales force effectiveness evaluation services.'

Cozint adds an extensive set of sales and marketing effectiveness tools to the MMI suite. Key services include:

Vital Signs - integrated assessment and tracking of product performance metrics.
inFACT - integrated tracking with prescriber-level insights.
Day after Detail - key metrics for monitoring sales force and message effectiveness.
Custom market research - breakthrough solutions for answering business questions at Internet speed.

In addition, the Cozint iServices team will continue to provide on-line data collection for market research, advertising and consulting firms.

As the newest member of NOP World Health, Cozint joins a global network of market research and consulting leaders. In addition to MMI, other NOP World Health companies include NOP Healthcare and Strategic Marketing Corporation.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.