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All of the top ten major pharmaceutical marketers, and about 180,000 doctors, have invested in Epocrates, a firm whose software allows doctors to take continuing medical education courses, download drug information, find out if a patient’s insurance covers a drug, and receive branded promotional messages on their mobile devices, AdAge reports.
The company’s customer base includes more than a quarter of U.S. physicians, who receive content from outlets such as Johns Hopkins University on their Palm Pilot, Pocket PC, or Smartphone. Doctors also receive “Doc Alerts,” some of which come from Epocrates’s own editorial staff, some from the FDA or Centers for Disease Control, and some from the drug makers themselves, about topics such as the launching of a new product or results of a study.
The benefit of Epocrates as a direct marketing tool can be directly measured. “We do a controlled study in which we look at the physician who received and opened a message, and then do a before and after and see if they’re prescribing that particular medication any more after receiving,” said Joe Kleine, Epocrates vp of pharmaceutical partnerships.
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Just under 36 percent of holiday shoppers say…
