Astrolabe Analytica, Inc. Announces Competitive Analyses Possible With High Velocity Marketing Tool Designed to Bring Brands to Market Faster.

Business Editors

PHILADELPHIA--(BUSINESS WIRE)--Jan. 6, 2003

The new ASTROLABE Message Mapping System(TM), recently announced by Astrolabe Analytica, Inc., is a high velocity marketing tool designed to shorten the time necessary to increase market share or launch a new branded product.

Its use enables pharmaceutical companies and medical diagnostics and device manufacturers to ramp up sales more quickly than was possible with traditional marketing techniques. Message Mapping does this by affording quick, up-to-date assessment of information that is being disseminated about a product in scientific and professional literature, as well as other sources, so that fast, insightful marketing and communications decisions may be made.

According to Lawrence Liberti, executive vice president of Astrolabe Analytica, Inc., "This technology helps manage and reduce marketing costs by pinpointing messages and audiences that need to be addressed in professional publications, marketing and public relations programs, and product detailing. The use of the ASTROLABE Message Mapping System optimizes marketing expenditures by analyzing competitive strengths and weaknesses vs. products already on the market, pointing out communications opportunities - what needs to be said, when and where."

The ASTROLABE Message Mapping System is being used by a number of major pharmaceutical companies to plan national and international marketing campaigns.

"Message Mapping is a research and planning tool," adds Liberti. "It speeds up the marketing model, helping drive brand share and revenue in the process."

With costs ranging as high as $800-million or more to bring a new pharmaceutical product from concept to market launch, ASTROLABE Message Mapping reports are being used to precisely focus product positioning. They highlight subject matter relevant to a product that has or has not been adequately covered in clinical trials, thereby enabling users to better manage and control research costs. The reports are also used to highlight the strengths and weaknesses of marketing communications, helping companies capitalize more quickly on a product's competitive advantages.

Astrolabe Analytica, Inc. was launched earlier this year as an offshoot of Pharmaceutical Information Associates, Ltd. (PIA) of Fairless Hills, PA. Its ASTROLABE Message Mapping System consists of proprietary databases and software that are accessible via a secure web site. Further information about the company and its ASTROLABE Message Mapping System can be obtained by writing to: Astrolabe Analytica, Inc., 3701 Market Street, Suite 340, Philadelphia, PA 19104, calling 215-966-6222 or visiting us on the worldwide web at www.AstrolabeAnalytica.com.