Suite Targets Pharmaceuticals, Biotech Prelaunch Activities

Compiled ByJill Jusko PeerView Inc. has introduced a Web-based suite of decision-making tools it says will aid pharmaceutical and biotechnology companies in prelaunch activities, particularly those related to presentations and publication in peer-reviewed literature. The software provider suggests that prelaunch market-conditioning activities related to new drug launches can accelerate post-launch adoption. The PubSTRAT Web suite provides a collaborative environment to create and manage a message-driven strategic publication program. Crafted in Microsoft Corp.'s .NET environment and supported by Microsoft's SQL Server 2000, the first products include the central PubSTRAT program management module and two proprietary profile databases that support publication and presentation targeting decisions. In early 2003, the Yardley, Pa.-based software firm plans to introduce eCLiPs, a competitive intelligence module. The products allow knowledge sharing across the enterprise and with external partners. "There is ample research to confirm that establishing a credible and well-documented profile in the peer-reviewed literature remains one of the most powerful prelaunch awareness and market-conditioning tools available," notes Tim Bacon, PeerView president and CEO. "In addition, publications that support this profile confer significant credibility on subsequent evidence-based educational initiatives and marketing programs."