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Kyp Systems Takes on the Challenge of New Pharmaceutical Marketing Guidelines
Date:1/6/2009

Company Answering Need of Pharmaceutical Marketing Industry Due to New PhRMA Marketing Regulations and Converging Media Trends

NEW YORK, Jan. 6 /PRNewswire/ -- Pharmaceutical marketers are taking on the 2009 PhRMA code with the help of Kyp Systems, a unique marketing company whose integrated engagement solutions have been generating unprecedented response rates in the sector.

In the past two years the company has helped brands including AstraZeneca, Roche Pharmaceuticals, GlaxoSmithKline, Merck and Bayer deepen their engagement with patients and physicians. Recently Kyp Systems launched a new Web site to highlight the specific relevance and unique capabilities of its pharmaceutical marketing solutions (www.ikyp.com/pharma).

"The combination of emerging media trends and the new regulation coming out of PhRMA, the industry trade and lobbying organization, has increased the need for our innovative solutions," said Lou Vastardis, vice president of business development, Kyp Systems, Inc. "Beginning this year, the new PhRMA code prohibits the distribution of any promotional item that is not 100 percent education focused. Currently, the use of promotional items to reach physicians and patients represents $2 billion a year in marketing spend. As a company that specializes in creating marketing vehicles that educate and empower individuals, we are well equipped to help pharmaceutical companies enhance e-detailing, compliance, and patient care initiative while complying with the 2009 PhRMA code."

The company's primary solution platform, called the iKyp, is a customizable, paper-based interactive marketing medium consisting of expanding inserts and informative knowledge wheels. As a portable and dynamic early engagement tool, the iKyp delivers information in a way that is easily digested, used and retained by recipients. Able to be integrated into a variety of channel applications, including in-office, direct mail, magazine insert, and events, the patented marketing tool is generating unprecedented response and engagement results for the pharmaceutical industry.

In order to further integrate its solutions and create deeper learning experiences through digital media, Kyp Systems developed the iKyp webkey. This patented, plug-and-play device delivers a unique code that connects recipients to online destinations while creating progressive web experiences. Rather than simply herding people to a Web site, iKyp webkey solutions provide entirely new engagement experiences that educate audiences offline and then guide them through individually tailored experiences online.

"The increasing number of people using the web to obtain information, combined with the shift of marketing investments away from traditional media, is compelling pharmaceutical and healthcare companies to find new ways to educate and engage their audiences. Although digital mediums are increasing in importance, physical touch points still represent key entry points for a brand to begin an engagement process," said Mr. Vastardis. "This blending of physical print-based media with proprietary technology creates a highly effective engagement experience, as demonstrated by the results we achieved for AstraZeneca through a turnkey direct mail application that connected physicians to a protected brand Web site."

For more information about Kyp Systems' pharmaceutical solutions, call 800-549-0104 or email pharma-info@iKyp.com.

About Kyp Systems, Inc.

Kyp Systems, Inc. is the U.S. division of Kyp Systems Plc, the creator and exclusive producer of the patented iKyp. Launched in September 2005, the iKyp is a customizable, paper-based marketing tool that is proven to generate higher ROI and response rates. Globally headquartered in London, the company's North American headquarters are in New York, with operations in China and the Middle East.

iKyp is a trademark of Kyp Systems. All other names are the property of their respective owners.

This release is available on the KCSA Strategic Communications Web site at www.kcsa.com.

    CONTACT:    Anne Donohoe / Charlotte Maumus
                KCSA Strategic Communications
                (212) 896-1261 / (212) 896-1269
                adonohoe@kcsa.com / cmaumus@kcsa.com


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SOURCE Kyp Systems, Inc.
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