SOURCE: Physicians Office Resource

Physicians Office Resource

August 02, 2011 09:10 ET

POR Launches PharmaCONNECT

A Real-Time On-Demand Engagement Platform Between Doctors and Pharmaceutical Brands

BEDFORD, NH--(Marketwire - Aug 2, 2011) - Physicians Office Resource (POR), a trusted digital and print resource for over 360,000 U.S. physicians, today announced the launch of PharmaCONNECT. PharmaCONNECT expands upon POR's established value to busy physicians, creating a single source for information to improve their practice -- everything from researching and purchasing diagnostic and laboratory equipment; obtaining up to the minute medical code lookup; and now evaluating their full range of prescription treatment options.

These on-site activities give POR tremendous insight into busy physicians' practices. PharmaCONNECT allows pharmaceutical brands to leverage these insights and actively engage the right doctors, in the right time and context, to impact their prescribing behavior.

Today's physicians are seeing more patients, due to shrinking reimbursement rates. They have less time to meet with pharmaceutical representatives and learn about products and therefore turn increasingly to the Internet for information. Driven by these access issues and shrinking sales forces, brands are looking for ways to utilize non-personal and digital promotion more effectively to impact prescribing behavior. Many digital media offerings attempt to build brand awareness by repeated exposures, or impressions, but these impressions have little measurable impact on prescriptions, frustrating pharmaceutical marketers seeking ROI.

PharmaCONNECT knows that active engagement -- not mere impressions -- are the key to behavior change. In fact, PharmaCONNECT gives impressions to pharmaceutical brands for free, only charging for successful, active engagements that they deliver for a brand. Active engagements are the types of interactions that can truly impact prescription decisions, such as a doctor scheduling a rep visit through the POR site, getting eDetailed, click to chat with a rep, or a variety of other engagement options. PharmaCONNECT creates a real time, on-demand relationship between physicians and pharma.

PharmaCONNECT offers pharmaceutical manufacturers:

  • A smart alternative to a media buy - Pull vs. a push marketing strategy
  • Guaranteed ROI - Pay for performance based on active engagements, not impressions
  • Analytical data to support marketing effectiveness

POR reaches more than 360,000 verified, practicing physicians. PharmaCONNECT leverages those connections to help pharma brands engage a targeted, high-prescribing field of practicing PCPs and specialists.

According to Andrew Nimmo, President of POR, "For more than 30 years we've successfully supported industry leading medical devices and in-office test manufacturers in connecting with physicians through our print and online channels. Extending our services to pharma was a natural evolution for POR." Nimmo continued, "Our goal is two-fold: offer docs the most accurate, up-to-date, cutting-edge information to help support their practice, and provide med device and in-office test manufacturers and pharma direct engagement with their target audience."

About Physicians Office Resource (POR):
POR is a medical publishing company that details pharmaceuticals, medical devices and in-office tests with a digest-sized magazine and a website. POR offers an information exchange for physicians with a product neutral approach, complimentary CPT code look-ups, CMS reimbursement rates, informational product material, and industry/peer developed content. Offering a push/pull approach to healthcare marketing, POR offers a unique alternative to the traditional media buy with enhanced engagement with physicians at their convenience and in real-time.

Contact Information

    Darlene Hollywood
    Darlene Hollywood Public Relations
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