So-net M3 acquires quiz website for research

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Marketing research and e-marketing firm So-net M3 acquired The Smartest Oncologist in America, a daily oncology quiz service, through an acquisition of The SmartestDoc LLC.

Founded in 2007, The Smartest Oncologist in America challenges US oncologists to compete with their peers on knowledge and trivia related to their field. Combined membership between the new oncologist quiz site and MD Linx Oncology, a So-net M3-owned portal for US-based oncologists, tops 7,000 American oncologists, according to data.
Speaking on the breadth of information to be offered to clients through the acquisition, Steve Smith, chief marketing officer, said the deal will expand physician membership and provide “additional vehicles for active and passive market research.” The quiz measures “awareness, interest and knowledge in state of the art data in oncology—we will be expanding both what can be measured, and the audiences,” Smith said.

The site grew “almost completely through oncologists inviting their peers to participate,” according to a release.
Smith said the company doesn't usually sell research direct to pharma, but supplies panels for much of the research they do. “On the promotional side, our clients encompass most of the large and middle size pharmas and biotechs,” said Smith, adding that a new oncology marketing tool called Messages has attracted “a dozen brands representing all but two of the top global pharmaceutical companies.”
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