ATLANTA and CHICAGO, April 16 /PRNewswire-FirstCall/ -- In a cooperative agreement designed to measure the impact of television advertising of prescription pharmaceuticals, NDCHealth Corporation and Information Resources, Inc.'s Healthcare Solutions Group announced today the formation of a strategic relationship to develop and market the BehaviorScan(R) Rx Split Cable Advertising Testing Service.
The BehaviorScan Rx Split Cable system is a unique combination of technology and information. It will combine IRI's patented in-home advertising testing technology with NDCHealth's longitudinal healthcare information database to offer pharmaceutical manufacturers a unique marketing tool to measure the effectiveness of direct-to-consumer (DTC) prescription drug (Rx) television advertising.
The BehaviorScan Rx Testing Service will direct different television spots to test markets and then analyze prescription purchasing patterns to determine if there is statistical evidence that advertising had an influence on prescription volumes.
NDCHealth offers a comprehensive HIPAA-compliant healthcare information database - a robust repository of unique and integrated de-identified healthcare intelligence that supports the company in delivering information management solutions to the pharmaceutical industry. IRI is one of the top research firms globally, with more than 20 years of experience in advertising testing. By developing BehaviorScan Rx, the two companies are offering an unparalleled testing service that will help pharmaceutical manufacturers maximize their advertising return on investment, making their advertising dollars work harder for them at the lowest possible cost.
"The majority of pharmaceutical DTC ad spending is in TV," said Scott W. Klein, President and Chief Executive Officer of IRI. "However, until now, quantifying Rx ad effectiveness has been difficult and inefficient. IRI's proven BehaviorScan service is already helping OTC marketers measure effectiveness of their TV advertising. We have now extended its capabilities to the Rx arena to provide the most accurate, in-market testing method available today to help measurably improve advertising message and execution."
"NDCHealth occupies a unique role at the center of healthcare," said Walter Hoff, Chairman and Chief Executive Officer, NDCHealth. "As a result, we can offer our pharmaceutical customers unique and powerful insights into the marketplace, as well as tools to enable them to respond quickly and effectively. The IRI initiative will offer a superior testing product to our pharmaceutical customers, and it complements the numerous, expanded information management solutions we are currently developing as a company."
IRI's 20 plus years experience in BehaviorScan testing clearly proves the benefits of this particular testing methodology vs. other existing methodologies. The BehaviorScan Rx Split Cable Advertising Testing Service is available now.
About Healthcare Solutions from IRI
IRI's Healthcare Solutions Group provides pharmaceutical, healthcare, and consumer goods companies as well as retailers with consumer intelligence, targeting, and analytic services for the healthcare marketplace. The group was formulated in response to the increasing need to understand consumer insights and decisions related to prescription (Rx) and over-the-counter (OTC) purchasing behaviors, attitudes, and preferences. The Healthcare Solutions Group offers a complete suite of retail tracking, consumer panel and analytic- driven products and services under the RxPulse(TM) brand to help its clients monitor, comprehend, and compete within the rapidly evolving healthcare space.
About Information Resources, Inc.
Information Resources, Inc. is a leading global provider of market content, analytic services and Business Performance Management (BPM) solutions to the CPG, retail and healthcare industries. IRI's clients include the leading CPG, retail, and healthcare companies in the world. IRI's market content and analytic services provide these companies with market and consumer insights. IRI's BPM solutions uniquely combine its breakthrough enterprise analytics software, market content and analytic models to provide a total view of the market and to enable maximum business performance across marketing, sales and operations. IRI's solutions enable the consumer-driven real-time CPG and retail enterprise. More information is available at http://www.infores.com/ .
About NDCHealth Information Management Solutions
Uniquely positioned in the center of healthcare, NDCHealth leverages its claims processing connectivity and point-of-care systems for pharmacy, physicians and hospitals to offer the pharmaceutical industry "Insight" and "Impact" solutions. Its "Insight" solutions provide information to help with therapy compliance and persistency, and to provide a better understanding of the effectiveness of drug treatments. "Impact" solutions yield actionable data to manage the entire product life cycle, enhance pricing and formulary decisions and provide more effective sales force targeting and compensation support.
About NDCHealth
NDCHealth is a leading provider of health information solutions that add value to pharmacy, hospital, physician, pharmaceutical and payer businesses. For more information, please contact the company at http://www.ndchealth.com/ .
CONTACT: John McIndoe Information Resources, Inc. (312) 474-3862 john.mcindoe@infores.com Robin Wrinn NDCHealth Corporation (404) 728-2214 robin.wrinn@ndchealth.com
Information Resources, Inc.; NDCHealth CorporationCONTACT: John McIndoe of Information Resources, Inc., +1-312-474-3862,john.mcindoe@infores.com , or Robin Wrinn of NDCHealth Corporation,+1-404-728-2214, robin.wrinn@ndchealth.com
