TargetRx and Skura Corporation Launch Integrated Pre-call Planning Software Tool for Pharmaceutical Sales Representatives

Pharma and Biotech Brand Teams Strengthen Physician Relationships through New SFX Sales Enablement Solution Powered by TargetAdvantage

Horsham, PA and Oakville, ON – June 8, 2011 –TargetRx and Skura Corporation announced today the availability of a new integrated solution combining the physician-level targeting power of TargetAdvantage® with Skura’s comprehensive SFX Sales Enablement Solution. The tool offers sales teams seamless and immediate access to critical TargetAdvantage data through the SFX Sales Enablement tool, enabling them to better understand prescribing behavior by focusing on an individual physician’s needs and motivations. TargetRx and Skura are driven by a shared mission to improve sales and marketing effectiveness for pharmaceutical and biotech brand teams.

“The factors that influence a physician’s decision to select one drug or treatment over another-product attributes, promotion types, patient requests and payer requirements – continue to grow more complex, and TargetAdvantage is the only tool to offer true insight into each physician’s motivations,” said Craig Scott, CEO of TargetRx. “Delivered through Skura’s state-of-the-art SFX Sales Enablement Solution, select TargetAdvantage data and insights will be digitally available to thousands of pharmaceutical sales reps. Focus will be on enhancing interactions with physicians, and will also extend Skura’s ability to deliver personalized content and improve physician-rep relationships.”

Skura has worked with more than 25,000 sales reps across 75 brand teams to publish, manage, distribute and present personalized digital content aimed at improving sales relationships, and is consistently investing in ways to enhance its SFX Sales Enablement Solution. TargetRx –through its AdvantageBuilderSM database of more than 300 million questions answered by over 80,000 physicians — has identified 11 attributes, or Y-Factors, that motivate physicians to prescribe. Every doctor has an individual set of Y-Factors that is regularly updated to reflect evolving market dynamics. Now, as a result of the combined TargetRx-Skura solution, sales teams can view TargetAdvantage information from among 19 therapeutic categories through the user-friendly SFX interface – providing them with critical information about who to target, which message topics to communicate and how to most effectively reach targeted physicians, including:

• Key topics – Which areas resonate most with this physician, from among safety, side effects, efficacy, price, managed care and others?
• Clinical data – How responsive is this physician to peer-reviewed clinical studies and research?
• Promotion preference – Is the physician’s behavior more responsive to personal or non-personal promotion? How do the physician’s prescribing habits correlate to sampling activity?

“Our partnership with TargetRx represents a significant step forward in our goal to continually improve Skura SFX users’ overall sales effectiveness,” said Jeff Wessinger, president of Skura Corporation. “Enabling Skura SFX users to instantly access the TargetRx solution and its wealth of information in an easy-to-use and intuitive application will undoubtedly strengthen user relationships with targeted physicians.”

Skura and TargetRx plan to collaborate on future integrations that allow brand teams to further customize their sales efforts to best educate physicians about leading treatments and therapies.