One Eleven Software of Cornwall is teaming up with a Virginia health-marketing intelligence to devise electronic-sampling products that allow drug makers to more effectively target their wares to physicians.
One Eleven and ROI2, of Reston, Va., say their strategic alliance will lead to sampling products that enable pharmaceutical marketers to identify and target physicians who influence vast networks of other prescribers.
One Eleven specializes in software for the health care industry.
For the most part, drug companies rely on physicians' prescription volume to gage how well their marketing messages are working, One Eleven CEO Janet Carlson.
However, a new branch of social media that ROI2 embraces, called "digital influence,'' aims to change behavior and drive measurable outcomes, both online and off, Carlson said.
The pair's new product -- Influence Network Sampling -- "will instead sample based on the influence a physician has within their community and their network,'' Carlson said in a statement. "This type of targeting is much more accurate and measures the impact of messaging and sampling in real-time."