Aptilon and Broadreach Announce Strategic Partnership.

Health/Medical and High Tech Writers

BOSTON, and PHILADELPHIA--(BW HealthWire)--April 27, 2000

Pharmaceutical And Medical Device Companies Will

Benefit From Fast, Seamless Implementation Of

Next-Generation B2B e-Marketing Software

Aptilon, the only provider of Business-to-Business (B2B) e-marketing solutions designed to meet the special needs of the pharmaceutical and medical device industries, and Broadreach Consulting, an Internet Professional Services firm focused on delivering B2B eBusiness solutions to Fortune 1000 companies, have formed a partnership to provide pharmaceutical and medical device marketers with the tools and support necessary to implement effective e-commerce strategies and take full advantage of the opportunities presented by the Internet.

The Aptilon Health e-Marketing Suite consists of several products that personalize health care marketers' online interactions with customers, helping them to develop strong relationships with their customers and enhance the customers' experiences online. The software is integrated with marketers' Web sites and enables them to track individual customer's needs and preferences, continually improving and enhancing visitor profiles, and to leverage this information to provide customers with tailored information and product recommendations in real-time. In addition, with Aptilon's technology, marketing managers can make changes to a product offering or update Web site information on the fly, without having to go through systems developers. With the click of the mouse, marketing managers can also conduct research, create and manage real-time interactive product campaigns, and leverage online behavioral information to enrich offline customer interactions. As a result, marketers can be more effective and efficient with their time and resources, while at the same time, creating a superior overall customer experience and building loyalty.

Broadreach Consulting is an Internet Professional Services firm that has solid experience providing management consulting, development and solutions architecture services to large pharmaceutical companies building B2B eBusiness enterprises. Broadreach's strategic eBusiness services and expertise in customer relationship management (CRM) complement Aptilon's software, enabling marketers to align online and offline sales and marketing efforts. Broadreach will work with Aptilon to provide marketers with critical up-front situation analysis, and make specific product recommendations based on the key findings. Broadreach will also help to customize Aptilon's robust product offering based on each customer's specific needs, and will collaborate with Aptilon to successfully implement its software solutions.

"Broadreach's extensive experience providing e-business technology and consulting services to the pharmaceutical industry supports our vision to provide pharmaceutical and medical device marketers with the tools they need to implement successful e-commerce strategies," said Denis Martineau, President and CEO of Aptilon. "Our tight focus on the health care industry and robust, next-generation personalization product suite, combined with Broadreach's management consulting expertise uniquely positions us to deliver real business value to our customers."

The partnering of Aptilon and Broadreach was a natural fit, since both companies are tightly focused on providing products that are custom-designed for the health care industry. As a result, Aptilon and Broadreach can implement their products and services quickly, enabling health care marketers to test current e-commerce strategies as well as continually fine-tune other programs as necessary to maximize ROI.

"Aptilon will dramatically impact traditional marketing in the pharmaceutical industry," said Jim Dixon, CEO of Broadreach Consulting. "We are excited to be partnering with an organization that will bring a first-of-its-kind competitive advantage to pharmaceutical companies seeking to break away from the pack."

About Aptilon

Aptilon is the only provider of business-to-business e-marketing solutions designed to meet the special needs of the health care pharmaceutical and medical device industries industry. The company has developed the next-generation of e-commerce personalization applications. These applications integrate with health care marketers' Web sites, enabling them to intimately understand medical professionals' needs, and to act on those needs in real-time. Aptilon's Dynamic Dialog Marketing, as well as Point-and-Click Analytical and Campaign Management features make it easy for health care marketers to provide online customers with the best product and service recommendations. The knowledge gained from these online interactions can then be used to synchronize and maximize relationships offline, and give health care marketers a single view of their customers across all channels. The end result is effective integration of e-commerce into marketing plans, increased customer loyalty and market share.

The company has developed interactive multimedia products and e-commerce personalization applications for start-ups and large enterprises since 1995. Aptilon has offices in Boston, Chicago, Montreal, Paris and Zurich. For additional information, please visit http://www.aptilon.com or call 1 888-544-8866.

About Broadreach Consulting Inc.

Broadreach Consulting is an Internet Professional Services firm focused on delivering Business-to-Business (B2B) eBusiness solutions to Fortune 1000 companies. As a Crossroads 2000 A-List Award recipient, Broadreach delivers strategy and technology implementation on complex Internet-based initiatives with expertise in supply chain management, e-Procurement, enterprise information portals, knowledge management, customer relationship management and eCommerce. As a preferred partner for those businesses dedicated to success in the new Internet economy, Broadreach is recognized as a Microsoft Solution Provider Partner and an IBM(R) Premier Business Partner, and is a member of the Eastern Technology Council. Headquartered in Philadelphia, the company was founded in 1997, and has offices in Atlanta, Jacksonville and Raleigh. Visit Broadreach's Web site at http://www.ebroadreach.com .