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DTC Drugs TV Ad Testing Alliance
NDCHealth Corporation and IRI's Healthcare Solutions Group have announced a strategic relationship to develop and market a service which measures the impact of television advertising of direct-to-consumer (DTC) prescription drugs.
The BehaviorScan(r) Rx Split Cable Advertising Testing Service will combine IRI's patented in-home advertising testing technology with NDCHealth's longitudinal healthcare information database, directing different television spots to test markets and then analyzing prescription purchasing patterns to measure their influence.
'The majority of pharmaceutical DTC ad spending is in TV', said Scott W. Klein, President and CEO of IRI. 'However, until now, quantifying Rx ad effectiveness has been difficult and inefficient. IRI's proven BehaviorScan service is already helping OTC marketers measure effectiveness of their TV advertising. We have now extended its capabilities to the Rx arena to provide the most accurate, in-market testing method available today'.
NDCHealth's Chairman and CEO Walter Hoff says the agreement with IRI 'will offer a superior testing product to our pharmaceutical customers, and it complements the numerous, expanded information management solutions we are currently developing as a company'.
IRI's web site is at www.infores.com and NDCHealth's at www.ndchealth.com
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