MOUNT LAUREL, N.J., Aug. 9, 2011 /PRNewswire/ -- ImpactRx, the pioneer in measuring the impact of promotion on physician prescribing behavior, announced today major enhancements to its BrandImpact Oncology offering enabling the product to deliver even more value to Oncology brand managers. The enhanced BrandImpact Oncology now directly connects biomarker testing to Oncologists' patient treatment decisions, impacting a broad range of anti-cancer therapies.
ImpactRx's longitudinal network of Oncologists collects patient visit information at the point-of-care via the company's proprietary iPhone research application. Biomarkers are a required and core component of BrandImpact Oncology's treatment data collection protocol. Key biomarker tests captured include ER/PR and HER2 status in breast cancer, EGFR and ALK in lung cancer, KRAS in colorectal cancer, and mutation status in CML, as well many others. A number of additional Oncology biomarker tests are slated for roll out in the near future including BRAF status in both melanoma and colorectal cancer and C-Kit in melanoma. ImpactRx also plans to expand its biomarker collection capability to specialties beyond Oncology including Neurology, Rheumatology and Cardiology.
"Biomarker testing has emerged as a critical factor in how cancer is now treated and BrandImpact Oncology provides clear visibility into how this trend is developing," said Jim Cronin, Senior Vice President of ImpactRx's Oncology Franchise. "As cancer treatment options evolve, the more information an oncologist gathers about a patient's genetic make-up and the better informed that doctor is to determine the most appropriate course of therapy for individual patients," Cronin continued. "The new data we provide our clients lets them know how the Oncologist's usage of their brand is impacted by biomarker testing and whether the absence of such testing also plays a role," stated Cronin. "Our proprietary iPhone-enabled research model puts us in a unique position to capture this vital information, which is transforming how Oncology brands are marketed. These enhancements to BrandImpact Oncology provide our clients with the information edge they need to compete and win in the rapidly changing Oncology marketplace," Cronin said.
Founded in 2000 and headquartered in Mount Laurel, New Jersey, ImpactRx's longitudinal panels of high-value, iPhone-connected physicians are the exclusive source of continuously captured promotion and treatment data. Through its proprietary methodology, the company annually captures one million details and three million treatment decisions, fueling its unique ImpactData™ industry database. ImpactRx is a private company with investment financing provided by Symphony Technology Group (www.symphonytg.com) and Merck Capital Ventures. For more information, visit www.impactrx.com.
Senior Director, Product Development/Marketing