Little Blue Book rebrands, expands

A year after purchasing WebMD's The Little Blue Book, a referral directory for docs, mdHub changed its name to HCPlexus, and expanded its offerings to include, among other things, an iPad leasing program.

Physicians and other HCPs can now access The Little Blue Book (and its related products) without advertising, via paid subscription, or for free, with drug ads. According to David Shrier, HCPlexus's CEO, “a lot of physicians prefer to get ad-supported [content]. Our content philosophy is about choice.”

Shrier could not disclose download metrics for the mobile version but said he is “extremely gratified.”
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Pharma continues to struggle with its image. Exhibit A is the public debate around the price of, and access to, new and innovative meds. As countless transformative technologies hit market, has industry done enough to anchor its permission to innovate? To provide a closer look at trends affecting trust over the past year, MM&M presents this e-book, "The 2015 Edelman Trust Barometer." Click here.

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