Thomson has relaunched its Physicians Desk Reference portal, PDR.net, adding a new messaging tool for pharma marketers to target prescribers.
The new function, dubbed Xpert Alerts, enables Thomson to segment the 226,000 prescribers in the PDR's electronic database, according to Valerie Rasines, director of product management, e-solutions.
“We're able to do the contextual marketing that pharmaceutical manufacturers are interested in,” she said. Xpert Alerts messages can aid pharma marketers in extending their physician dialogue in a medically relevant way, Rasines added.
Thomson senior director, e-solutions Valerie Berger explained, “we're not creating a spam channel here. We have a unique identifier for every physician on the database…we know when each doctor is accessing one of our Thomson channels.”
PDR information is available in a variety of formats and a mobile version launched recently.