Quintiles partners up to flex its commercial muscles

Quintiles' Commercial Solutions Vice President Daryl Gaugler

Quintiles ($Q) believes in better drug sales through data analytics, signing a deal with a marketing-optimization company to pool resources and figure out how to better reach physicians on behalf of its commercialization clients.

The world's largest CRO has partnered with Modern Marketing Concepts (MMC) to essentially dissect the numbers on drug marketing. Certain channels work better than others in certain therapeutic areas, and knowing when to take a direct-mail approach versus in-the-field sales can make a world of difference in the tough competition for physicians' attention, Quintiles said.

MMC touts itself as a pioneer of multi-channel marketing, and Quintiles, with its expansive technology platform and wealth of industry connection, believes it has found a partner that can help hone its efforts in the field, Commercial Solutions Vice President Daryl Gaugler said.

"As physicians and the healthcare industry evolve, we need real-time data analytics to maximize our outreach efforts and ensure we are utilizing the most effective ways to reach physicians," Gaugler said in a statement. "By weighing channel preferences against actual response rates, our new analytics platform tracks contacts and gauges each channel's effectiveness--enabling us to optimize our outreach efforts to best meet the needs of our customers and physicians alike."

Already the global leader in clinical development, Quintiles has been working to bolster its heft in the post-marketing space, stringing together a slew of deals over the 6 months.

In January, the CRO paired up with the Medical Affairs Company, which brands itself as a contract medical organization, providing medical science liaisons to help drugmakers get their products in front of the right decisionmakers. And, last month, Quintiles struck an agreement with healthcare analytics outfit Encore Health Resources to expand its access to real-world patient data.

- read the announcement

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