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comScore Announces Availability of comScore/ImpactRx Physician Behavioral Measurement(TM) Solution
Date:11/2/2009

s it to passively observe the actual digital behavior and prescription administration activity of a representative panel of U.S. physicians that have given ImpactRx and comScore explicit permission to track their behavior. This data is free from HIPAA regulated information such as patient-level data. These observed behavioral insights are then supplemented with survey research to help better understand the physicians' attitudes and intentions that influence their behavior.

The Physician Behavioral Measurement solution provides pharmaceutical marketers and agencies with valuable insights into how physicians use the Internet, including what sites they frequent, their level of online engagement and search engine usage, as well as how these behaviors influence their prescription writing activity. Through these insights, marketers and agencies can make more informed decisions when allocating online dollars to effectively target and reach physicians, as well as understand how competing pharmaceutical brands are reaching and engaging with this audience. Publishers benefit from the ability to better quantify their reach and engagement among health care providers in comparison to competing sites, providing them with sophisticated third-party audience data to help prove their value and attract more advertising dollars.

"The ability to look at physicians' behaviors apart from the total Internet audience provides a level of granularity not previously available in the industry," said Richard Altus, CEO of ImpactRx. "The availability of this depth of analysis will raise pharmaceutical marketing to a new level of sophistication and efficiency."

"There have been a lot of self reported online physician studies but we have been looking for a study based on actual online behavior," said Eugene Becker, SVP, director of measurement and analytics at MRM Worldwide. "This is a great leap forward."

About ImpactRx

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SOURCE comScore, Inc.
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