AHW

Failure to Deliver Meaningful ROI Online for Pharma?

This was an interesting article and in a very profound way, validates the technology that iMedicor, a Vemics Company (OTCBB: VMCI) has created. (imedicor.com)

Our proprietary technology enables targeted, profiled marketing that allows pharmas to reach their real market, physicians. iMedicor’s technology solution, coupled with it’s partnership with NaviNet, is a game changer. This disruptive technology will forever alter the status quo in profile marketing as it relates to the pharmaceutical industry

The Pharma industry’s marketing efforts are fragmented… their focus includes consumers and physicians as well as other, higher level healthcare providers. Madison Avenue is still thinking in 20th century terms - buy massive impressions in the hopes of hooking someone interested in buying your product. The approach is “shot-gun” based and it is costly.

Given today’s on-line marketing capabilities, this approach is passé. The important questions today are “how many targeted consumers” (in our case the consumer is a physician) can be reached by a message / content, and “how many of those targeted will react.”

Again, in our version of focused on-line pharma marketing, how many new prescriptions will be written that deliver better care to patients? The principle and logic represented in iMedicor’s ability to deliver the right message, to the right audience, will lead to proper use of the latest products and more prescriptions written. A successful proof-of-concept is an industry changing event. At this point we have the ability to redefine profiled Internet marketing once the initial business cases are established.

Content, delivered into the right hands, is the driving force behind increased ROI for pharma marketing (and possibly any on-line marketing to any target market). This content can now be delivered directly from pharmas, supported by peer review journals, clinical studies and other credible sources to eliminate the specter of bias marketing.

Content needs to be positioned as educational resources, not marketing hype. If you watch a commercial on TV regarding any drug, I often wonder why anyone would want to use the product after hearing all the disclaimers at the end of each commercial. On the other hand, physicians have told us that content, delivered to them directly by pharma reps, including the disclaimers is critical in keeping them informed, but pharmas have yet to make this transfer of knowledge to physicians efficiently and effectively.

An example of iMedicor’s initial pharma client dealing in pain medication:
• iMedicor targets 100,646 physicians and their practices that deal with pain management.
• iMedicor can get messages directly to physicians and their staff (i.e. the gatekeepers to physicians).
• iMedicor’s analytics, available through our partner NaviMedix, indicate that historically 92% of this universe will open the initial alert message .
• If the alert message is crafted properly, and delivered directly to those specifically involved in the subject area, logic tells us the majority will be motivated to retrieve our content.
• Once the content is obtained, they can order samples, set up a rep appointment, or ask higher level technical questions of the pharma company.

As stated in the article, advertising campaigns and on-line marketing portals are still trying to go a mile wide and an inch deep. iMedicor is positioned to go a foot wide and a mile deep, a profound and significant paradigm shift in pharma marketing.

Our story has two headlines. The first is our ability to respond to the Obama administrations’ call for a secure, interoperable health information infrastructure that will enable healthcare providers to become interconnected in a HIPAA compliant environment. The second is our ability, based on our in-depth reach into the market, to change and disrupt on-line profiled pharma marketing, and to produce the ROI that the Internet has thus far, failed to deliver.

Fred Zolla
CEO
iMedicor

For more information, please contact Aimee Whitelaw, 202.997.1114