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August 15, 2007
MTS and Verispan Join Forces to Offer Innovative Market Research Report
The new report, which integrates primary consumer research with secondary longitudinal data, provides insight into what causes patients to fill prescriptions.
JERSEY CITY, NJ, and YARDLEY, PA, August 15, 2007- Marketing Technology Solutions (MTS), the leader in performance-based, interactive marketing for health-care advertisers, and Verispan, the leading provider of de-identified patient data, today announced an agreement to jointly offer Brand Sig Powered by HealthTrakSM, a unique tool that integrates patient perceptions with patient prescription information to provide insight into what causes patients to fill, or not to fill, prescriptions.
Patient interactions with their prescribers are captured through MTS's HealthTrak consumer surveys. The surveys are offered through the company's flagship website, QualityHealth.com, which is visited by more than 4 million patients a month. Using strict filtering and eligibility, HealthTrak captures and collects over 1,200 patient surveys per market per month about the Medical Moment of Truth (MMoT)™. The MMoT is the first visit when a patient receives a specific drug and represents the best opportunity for the prescriber to influence the patient's commitment to treatment.
Through HIPAA-compliant processes, HealthTrak collects and summarizes patient demographic and perceptual elements pertaining to their initial office visit as well as for various brands in the market. Key areas investigated include education about their condition and the product prescribed, directions for treatment and dosing, the physician dynamics, and sampling.
The survey information is integrated with Verispan's longitudinal prescription data, which gives a clear picture of patient prescription filling patterns. Verispan has the industry's richest patient-level data and uses a patented de-identification process to accurately track patients anonymously across pharmacies, payers, and prescribers. By integrating the longitudinal data with patient perceptions, Brand Sig provides unique insights about the many messages patients receive from their prescribers and the affect that they have on actual patient behavior.
Brand Sig offers insight into such questions as:
- What was and was not discussed during the doctor's appointment?
- What did patients learn about a brand?
- What are patient attitudes toward different brands?
- Which prescriber messages increase initial fill rates and persistency?
- Did patients fill or not fill their prescriptions? Why?
- What is the impact of sampling on prescription fill rates?
- What is the impact of direct-to-consumer advertising campaigns on prescription filling and requests for specific products?
"It's no surprise that disease education leads to greater brand utilization," said Steve Davis, vice president of product management at MTS. "The question is, what specifically do patients want to understand? Brand Sig identifies the key messages at the brand level that patients need to hear and provides an assessment of the impact of specific messages by patient segment."
"We're very excited to be joining with MTS to offer Brand Sig," said Wayne Yetter, Verispan CEO. "The integration of our patient longitudinal data with MTS's consumer data provides a truly unique and innovative product that neither company alone could offer."
About Verispan
Verispan (www.verispan.com), a healthcare informatics joint venture of Quintiles Transnational Corp. and McKesson Corp., provides a broad array of information products and services to the healthcare industry, including sales targeting and compensation products; market research audits; healthcare profiles; comprehensive managed care offerings; data integration, warehousing and mining; data analysis and consulting; direct mail; list services; disease management studies; clinical trial investigator targeting and protocol recruitment evaluation; healthcare outcomes; and cost/benefit analyses, among many others. Verispan is also the nation's leading provider of patient-centric longitudinal data, with dozens of products used by clients spanning the industry. Headquartered in Yardley, Pa., Verispan employs over 500 dedicated healthcare information professionals.
About Marketing Technology Solutions
Marketing Technology Solutions (MTS) is a performance-based, interactive marketing solutions company that specializes in connecting clients' brands with health-conscious consumers. Using HealthographicsSM, a proprietary algorithm of more than 250 individual demographic and health data points, MTS enables marketers to communicate their brand message via QH ConnectSM targeted customer acquisition, data-driven patient education, syndicated research, QH ExtendSM display advertising, and permission-based interactive marketing. MTS gains consumer insights through its two nationally ranked consumer websites, QualityHealth.com and Nubella.com, whose 10 million members rely on the sites for health and wellness news, tips, tools, support groups, and patient education.
For more information, contact:
Peter Burch
732-491-8043
pburch@qualityhealth.com
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