Monday, November 15 2010 | Author:

D&R ACQUIRES LATHIAN

SHREWSBURY, NJ and LAKE FOREST, CA – February 1, 2012 – Pharmaceutical marketers are looking for the best marketing mix to reach physicians while under the pressure of slower pipelines, expiring patents, leaner sales forces and diminishing physician accessibility. To meet a critical market need for a multichannel marketing (MCM) agency that delivers a full suite of services, specialty direct marketing agency D&R Communications acquired ePromotion provider LATHIAN Systems, Inc., creating a new entity, D&R LATHIAN.

 Tweet this: LATHIAN Systems and D&R Communications merge, creating multi-channel marketing agency D&R LATHIAN. http://bit.ly/wXlPps #MCM #DRLATHIAN

 

 “With sales force reductions and patent cliffs, pharmaceutical companies are facing marketing challenges at almost every stage of the product lifecycle – from product launch to mid-stage to established brands working without reps. These companies need a partner that can provide customized, strategic campaigns across numerous promotional channels to effectively reach physicians and positively influence prescribing behavior,” said Reide Rosen, D&R Communications co-founder and D&R LATHIAN partner. “D&R LATHIAN brings more than 20 years of pharmaceutical marketing experience and execution under one roof, enabling us to map our programs and recommendations to each client’s goals for every product – with or without a sales force.”

D&R Communications, founded in 1999 by David Schoonmaker and Reide Rosen, is an award-winning custom direct marketing agency with a history of developing innovative, strategic and effective campaigns. Also founded in 1999 as MyDrugRep.com, LATHIAN Systems was the industry’s first interactive eDetail provider to send physician response data to sales force automation (SFA)/customer relationship management (CRM) systems, and the first to produce Adobe Flash-based and KOL-video eDetailing programs. The combined company, D&R LATHIAN, will enable pharmaceutical clients to target and reach professional, consumer and sales force segments via a full range of printed and interactive digital tactics for Web and mobile, including:

  • Custom strategic mail – personalized, multisensory and dimensional
  • eDetailing/Interactive Learning Programs
  • eNewsletters, Dynamic eMail and Quick Response Micro-sites
  • Physician Marketing Index™

Every D&R LATHIAN program is custom developed in response to the specific goals of each brand team, and strategically deployed to achieve the best brand penetration, engagement and results, including response rates and ROI. In addition, D&R LATHIAN’s Physician Marketing Index offers customized reports derived from a proprietary database of millions of actual physician behavioral datasets and responses by therapeutic area, specialty and channel.

“In order to reach physicians and impact brand performance, pharmaceutical marketers are challenged to look across all tactics in order to develop an ongoing strategy that meets both their sales goals and budget,” said Quang Pham, LATHIAN founder and D&R LATHIAN partner. “From initial joint projects with D&R, we saw firsthand that by combining forces, we will be filling an increasing market need for multichannel marketing that’s customized to meet the needs of each client and result in positive ROI.”

About D&R LATHIAN

D&R LATHIAN (www.DRLATHIAN.com) is a leading multichannel marketing agency with accompanying teledetailing, production, and fulfillment services. D&R LATHIAN helps clients in the pharmaceutical, biotech and medical device arena increase brand reach, frequency, and results by developing and executing strategic, customized, multichannel campaigns aimed at targeting and reaching professional, consumer and sales force segments with complementary custom print and interactive digital touchpoints.

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