Iatrogen, Bioinformatics Leader, Selects The Borenstein Group to Launch RxWise, Its Innovative Adverse Drug Reaction Medication Checking Safety Tools, to Market

FAIRFAX, Va.--(BUSINESS WIRE)--May 23, 2005--The Borenstein Group, a leading integrated technology branding and public relations firm, today announced it was hired by Iatrogen, leading bioinformatics firm, to support the launch and deployment of RxWise, its ground-breaking medication checking safety tools. The Borenstein Group will help Iatrogen position and disseminate RxWise with strategic branding, integrated marketing communications and public relations services.

Iatrogen, LLC is a bioinformatics leader which offers products and services that enable consumers to use medicines safer. Iatrogen evolved from over 25 years of experience in the clinical health and pharmaceutical outcomes industry. The company's founders are industry leaders in the design and execution of clinical strategies to measure health outcomes and promote the quality of pharmaceutical therapies. They pioneered the use of insurance data for conducting pharmaco-epidemiologic research, helped design the Food and Drug Administration's (FDA's) population-based post-marketing surveillance system, and provided adverse drug reaction monitoring systems to over 20 million people throughout the United States and Europe.

“We are honored to add Iatrogen to our growing roster of technology industry innovators. Moreover, RxWise's mission of helping consumers avoid Adverse Drug Reactions in these trying times, is a missionary pursuit that we are proud to be a part of.”

Iatrogen's new solution, RxWise, helps consumers avoid adverse drug reactions. It's a personalized ADR risk-assessment tool contained on a USB Flash Drive, or accessible through the Internet. It thoroughly evaluates potential risks for an ADR by analyzing a self-reported personal medical history in the context of a medicine's known risk profile. Using sophisticated risk-assessment software, RxWise provides important information about which medications may cause an adverse reaction. It covers a broad range of the most commonly used prescription and over-the-counter drugs.

M. Lee Morse, President and Founder of Iatrogen, said "We chose The Borenstein Group because we sought a partner that possesses not only 'typical agency experience' but an intelligent and innovative thinking approach to introduce a ground-breaking solution to market."

Gal Borenstein, president of The Borenstein Group, added "We are honored to add Iatrogen to our growing roster of technology industry innovators. Moreover, RxWise's mission of helping consumers avoid Adverse Drug Reactions in these trying times, is a missionary pursuit that we are proud to be a part of."

About Iatrogen

Iatrogen, LLC is a bioinformatics leader which offers products and services that enable consumers to use medicines safer. Iatrogen evolved from over 25 years of experience in the clinical health and pharmaceutical outcomes industry. Located just outside Washington DC in Herndon, Virginia, Iatrogen is composed of a team of highly qualified and experienced clinical pharmacists, epidemiologists, software designers, and IT professionals who manage the ongoing development and administration of the company's web efforts and USB Flash Drive-based consumer products. For more information, visit www.rxwise.com