Quintiles and Modern Marketing Concepts (MMC) have launched a new marketing analytics platform that enables Quintiles to optimize sales and marketing efforts on behalf of its U.S. commercialization customers. Quintiles and MMC combine proprietary channel preference data with the innovative Next Action Marketing platform to create optimized physician communication strategies that align with their preferences and behaviors.

"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," said Daryl Gaugler, senior vice president, Commercial Solutions at Quintiles. "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."

In today's complex healthcare industry, a physician's time is under constant pressure from a variety of sources. By working with MMC, Quintiles is able to optimize its proactive communication outreach—whether in-person or via other channels.

"We were an early pioneer of integrated multi-channel marketing and have seen how this technology platform can optimize sales and help healthcare companies look at the market in a different way," said Carmen Mazzatta, president, MMC Healthcare, for MMC. "When we had the opportunity to work with Quintiles to develop these technology assets, we jumped at the chance. The healthcare market has a number of digital, direct mail, field resources and inside sales representative programs; however, this collaboration and technology allows us to manage these programs within budget and in an optimal way for our healthcare clients and their customers."

Biopharma companies are under enormous pressure to maximize the efficiency and strategic positioning of products they are developing and marketing. The collaboration between MMC and Quintiles identifies impactful channels, evaluates potential opportunities, as well as current sales and market assets, to develop strategies focused on maximizing return.

"Coordinating your communication methods and measuring their impact via an integrated analytics platform is essential in today's healthcare industry," said Gaugler. "Through this collaboration with MMC, we are proving once again how we can more effectively leverage our efforts on behalf of our customers and ultimately help improve their probability of success."

Modern Marketing Concepts is a global sales optimization company expanding the way the world markets and sells. MMC continues to offer innovative solutions for optimizing the relationships and brands of its growing list of clients in multiple industries including building and healthcare.