eMPR now available in iPhone app

The MPR database of 4,000 drug products is now accessible via the iPhone mobile device.

The handheld adds to the list of devices able to download MPR's mobile edition, which offers content in MPR's familiar format—information on  approved drugs by brand and changes to marketed products.

Jim Pantaleo, VP and publisher of MPR, said the MPR digital platform offers advertisers the ability to run targeted digital messaging in areas of its drug database specific to a therapeutic category. These include four-color bottom-line ads with full linking.

To notify all MPR users of the iPhone compatibility, a marketing campaign is planned leveraging Haymarket journals and trade shows where the publisher exhibits, including AAFP, AAPA and ASCO. Haymarket professional titles include Cortlandt Forum, Clinical Advisor and Journal of the American Academy of Physician Assistants.

A year ago, MPR re-launched its website, rebranding the portal as eMPR.com, and introducing access to content on several form factors.

The download is free and an app for Google Android is planned.

The expanded access brought to four the number of MPR channels: print, web, desktop (through a download synched monthly) and handheld. “We have the ability of reaching hundreds of thousands of healthcare professionals in the format they choose using the exact same content,” Pantaleo said.

The mobile tool includes a dosing calculator, along with MPR's daily drug news, weekly reports on new product launches and drug safety alerts, as well as promotional education videos.

MPR is part of Prescribing Reference, Inc., which publishes a family of publications providing up-to-date drug-content information to healthcare professionals at the point of care. MM&M is owned by sister company Haymarket Media.

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