PM360 DECEMBER 2010

App Expansion
Epocrates, a provider of point-of-care reference solutions, has acquired Modality, a developer of digital learning, assessment, training, and reference applications for Apple mobile devices. Epocrates has the No. 1 drug reference app for Apple devices; this acquisition will allow the company to introduce new apps for clinicians more rapidly. Early efforts with Modality will focus on multi-media applications for the iPad.

Multiple Channels
A new survey conducted by Publicis Touchpoint Solutions and Sermo revealed physicians want biopharma companies to use multiple channels to deliver value to their practices. Physicians are now more open to sales calls—only 52% prefer fewer calls, a drop from 90% in the last survey—but they want higher-quality representatives who are able to discuss clinical studies and evidence-based medicine. They also would like to be contacted by more nontraditional reps such as clinical health educators, customer service representatives, and live video detailers. Expanded use of digital solutions was another preference, for instance, more disease- and product-specific websites designed for HCPs and more e-sampling.

Strategic Alliance
J. Knipper and Company has entered into a strategic alliance with SDI Health by acquiring the rights to contracted project work from SDI’s Direct Marketing Solutions unit, which provides direct-mail and fulfillment services to healthcare companies throughout the U.S. J. Knipper provides healthcare marketing solutions in direct marketing, sampling, compliance, REMS program, information technology, and sales force productivity.

Healthcare Database
Kantar Health has launched Epi Database EM, a web-accessible database providing researched, documented, and comprehensive epidemiology data for healthcare commercial planning purposes in Mexico and Turkey. This new database will expand Kantar Health’s coverage of epidemiology data in emerging markets. Companies can use Epi Database to determine market potential, find new revenue opportunities for in-line products, and achieve a better understanding of previously untapped growth opportunities.

New Name
Nexus Communications has been renamed Fishawack Communications. Nexus was acquired by the UK-based medical communications agency Fishawack Communications in December 2009 and since then the companies have been fully integrated operationally, culturally, and philosophically. Nexus changed its name to reflect this integration.

Precision Pairing
StrikeForce Communications, a healthcare agency that believes in a SWAT team approach, has joined forces with Zemoga, a global digital innovation firm, to create customized digital solutions for clients. Zemoga specializes in the strategy, design, and development of digital programs across multiple channels and is best known for its collaborative effort with Palio on the blog Pixels & Pills. StrikeForce and Zemoga will work together to create an innovative digital distribution program for a major brand from Alcon Laboratories.

Compliance Help
The newly formed PharmaTouch, with offices in New Jersey and Pennsylvania, will provide technology consulting and software solutions to help pharma and biotech companies comply with aggregate spend, state laws, the impending Sunshine Act, Corporate Integrity Agreements, and more. The company’s WebTouch Rx system delivers solutions for data aggregation and multi-system integration.

Stop Smoking
Core-Create developed an initiative on behalf of the American Cancer Society to help promote last month’s Great American Smokeout. The multi-faceted campaign went beyond typical stop smoking ads by inviting the audience to respond by “filling in the blank” with smartphone technology: “I will quit smoking because ____.” The print portion of the campaign included a QR code so people could go right to the www.iwillquit.org site on their phones, choose a reason to quit, and track how many others chose that same reason.

Clinical Diagnostic
Genoptix, a specialized laboratory service provider, launched NexCourse BCa by AQUA technology, a suite of breast cancer assays based on quantitative immuno-histochemistry. AQUA technology is the proprietary technology of HistoRx, a developer of tissue-based diagnostic solutions, and is used to quantify tumor markers in designated areas of interest. In February 2010, HistoRx and Genoptix signed a multi-year licensing agreement for AQUA technology and several diagnostic assays based on it, and NexCourse BCa represents the first availability of AQUA technology for clinical diagnostics. —Andrew Matthius