RESTON, Va. and MT. LAUREL, N.J., April 27, 2011 /PRNewswire/ —
comScore, Inc. (NASDAQ:
SCOR), a leader in measuring the digital world, and ImpactRx, a
pharmaceutical insights company, today announced the availability
of the comScore Physicians Panel Media Planning Tool, the only tool
that provides health marketers and media planners with the key
metrics needed to place online media buys that are targeted to
physicians. Similar to comScore Media Metrix, this solution
provides behavioral data on physicians based on actual observed
online visitation patterns in a format that enables marketers and
media planners to gain the critical insights needed to develop
effective media plans. The permission-based research panel complies
with health privacy laws and regulations, and at no time is
patient-identifiable information provided by physicians to
comScore.
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“With the Internet becoming an extremely important part of
physicians’ professional communication, reaching physicians online
has never been more crucial for the health care industry,” said
John Mangano, comScore vice president of health marketing
solutions. “Until recently, the only information available on
physicians’ online usage habits was collected through surveys.
However, as researchers, we know that people can hardly remember
the sites they visited 24 hours prior, much less the amount of time
they spent online or specific pages they viewed. comScore’s
tool measures actual online visitation and can quantify observed
behavior over time, without needing to rely on physicians recalling
their online activities. Having that kind of insight into
physicians’ online behavior can help marketers optimize media plans
and better engage with the medical community at large.”
Comprehensive Data Set Shows Site-Level Information for
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