The Little Blue Book publisher rebrands, expands offering

Share this article:
The Little Blue Book publisher rebrands, expands offering
The Little Blue Book publisher rebrands, expands offering

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 of The Little Blue Book, which launched on August 3, but said he is “extremely gratified by the rapidity with which physicians and others have taken up mobile.” Regarding the iPad leasing program, a pharmaceutical marketer can underwrite the lease, and deliver an iPad preloaded with The Little Blue Book and other “essential reference tools” to physicians in practice, said Shrier.

Other new HCPlexus products include a formulary listing, and an online search function for The Little Blue Book (the latter will launch in October), according to Shrier. “We ask physicians what they want, and then go build it,” he said.

HCPlexus, a portmanteau comprising “HCP” and “plexus,” has sold programs into three of the top five pharmaceutical companies, and one of the top three pharmacy chains, said Shrier, adding that all new products "have metrics and measurability built in."

Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...