DES MOINES, Iowa--(BUSINESS WIRE)--RMi, a multi-channel marketing consultancy headquartered here, specializing in the pharmaceutical and biotechnology industries, today introduced IntelliScore™, a proprietary, patent-pending engagement quotient that provides clients both a real-time snapshot of how physicians are engaging with their marketing efforts, and an assessment of the quality of that engagement. It is the first in a suite of proprietary RMi methodologies called SyntheSight™.
This unique scoring algorithm tracks physicians’ receptivity to and engagement with marketing methods and brand messages across a variety of channels, which can include e-mail, direct mail, surveys, sales calls, speaker events and just about any other type of healthcare professional contact that can be tracked to the physician level. The effectiveness of each effort is scored by weighing the value of actions taken, information provided, channel preferences, preferred messages and how they correlate with the physician’s sales or prescriptions.
In addition to this application, RMi is employing IntelliScore in a variety of ways for clients -- from campaign engineering to investment scenario planning by target audience segment -- all of which help pharma companies optimize multi-channel campaigns.
According to Dr. Scott Clair, RMi director of market insights and analytics, “We can now forecast future physician prescribing behavior with a great degree of accuracy by combining both the attitudinal and behavioral insights IntelliScore provides through its ‘intensity’ scoring index. For example, the data allows us to predict potential brand defection. IntelliScore is a first-of-its kind tool for pharmaceutical marketing analytics that gives us the data we need to help brand managers refine marketing campaigns immediately to enhance response. We believe it is the only tool currently available that provides pharmaceutical and biotechnology marketers with a real-time view of physician engagement that helps them optimize marketing dollars.”
RMi, headquartered in Des Moines, Iowa and with offices in New York City and Thousand Oaks, Calif., is a multi-channel marketing consultancy focused on the pharmaceutical and biotechnology industries. Since 2006, it has worked in more than 30 therapeutic classes, including anti-infectives, allergy, cardiovascular, oncology, infused products and vaccines. Among its clients are industry leaders such as Alcon Laboratories Inc., Bristol Myers Squibb, Teva Pharmaceuticals, Endo Pharmaceuticals Inc., and Amgen Inc. To contact RMi, visit www.rmarketing.com or call 515-253-2825.