- Prescribing rate for mature brands more than doubled with AxcelRxSM live video detailing -
Montreal, Quebec, April 15, 2008 – Aptilon Corporation (TSX-V: APZ), a leading provider of physician access through its innovative alternative sales and marketing channel, today announced that it has released two studies which demonstrate that live online video detail sessions with physicians have a significant positive impact on prescribing behavior for new and established brands. Results confirmed that Aptilon’s Internet-based, AxcelRxSM Live video detailing service resulted in more physicians prescribing tested products, and more prescriptions written per physician for each product, as compared to physicians who only received in-office details.
“These results provide additional market validation for this alternative sales channel and its ability to enhance the effectiveness of a pharmaceutical sales team,” said Mark Benthin, COO of Aptilon. “Our AxcelRx channel has already been adopted by some of the most successful and innovative sales forces in the industry, including Merck, Johnson & Johnson and four other top 10 pharmaceutical companies, among others. Supplementing field sales resources with our alternative channel offers the opportunity to access hard-to-see physicians, cover vacant and non-covered sales territories, and allow physicians to access reps when they want, including nights and weekends.”
Prescribing data were gathered by Wolters Kluwer Health, a leading global information services and publishing company, for a period of 24 weeks following the launch of a pharmaceutical product. Data were analyzed to measure the impact of AxcelRxSM detailing in two case studies: one for the launch of a major new product and one for a mature brand. In the study of the impact of AxcelRxSM detailing on a major new product launch where the brand team required effective coverage and education of primary care and specialty physicians, the analysis revealed the following two outcomes:
§ Physicians who participated in a live video detail session and were targeted for traditional sales coverage prescribed the drug significantly more than did physicians who only received traditional sales calls or were not called on at all.
§ On average, the live video-detailed physicians wrote significantly more prescriptions than physicians who only received traditional sales coverage.
The second case study examined a mature major brand under significant competitive pressure that was targeting primary care and specialty physicians. The sales and marketing team was tasked with growing the brand without the benefit of new data to promote. The analysis identified the following two key findings:
§ Prescription growth rate doubled for physicians who participated in only one live video detail compared to the brand's national growth rate.
§ Prescription growth rate was more than seven times greater for physicians who participated in two or more live video details compared to the brand's national growth rate.
A detailed summary of the two case studies is available at the Company’s website at www.aptilon.com.
About Aptilon Corporation
Aptilon enables pharmaceutical, biotech and medical device companies to effectively reach and interact with physicians via the Internet through its innovative AxcelRxSM Live video detailing (with company reps), virtual programs, peer selling and other sales and marketing programs. Leading health care companies have adopted Aptilon’s ReachNetSM Physician Access Channel, driving tens of thousands of high-quality rep-physician interactions averaging from eight to ten minutes in length. Aptilon provides the infrastructure necessary for sales representatives to build physician awareness, understanding and preference during all stages of a product’s life cycle, from pre-launch education through end stage support. For more information, visit www.aptilon.com.
AxcelRxSM and ReachNetSM are service marks of Aptilon Corporation.
Forward-looking Statements
This news release contains forward-looking information. These statements relate to future events or future performance and reflect management's current expectations and assumptions. Such forward-looking statements reflect management's current beliefs and are based on information currently available to management of Aptilon. A number of factors could cause actual events, performance or results to differ materially from the events performance and results discussed in the forward-looking statements. These forward-looking statements are made as of the date hereof and Aptilon does not assume any obligation to update or revise them to reflect new events or circumstances.
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