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IMS AMERICA INTRODUCES XPONENT, THE FIRST AND ONLY TRUE PRESCRIBER-LEVEL PRESCRIPTION SALES DATABASE

 TOTOWA, N.J., Feb. 9 /PRNewswire/ -- IMS America, a company of Dun and Bradstreet Corporation providing sales and marketing decision support to pharmaceutical manufacturers, today announced the introduction of Xponent(TM), the first and only true prescriber-level prescription database.
 Janis E. Craig, senior vice president of IMS sales management Services, said, "By using Xponent's accurate, doctor-level prescription information, pharmaceutical manufacturers can improve the efficiency and productivity of their sales and marketing programs, thereby reducing the total cost of delivering drugs to the patient."
 Xponent delivers individual, accurate prescription information on more than half a million office-based prescribers every month.
 Craig said, "Xponent is the first and only service to custom project each prescriber individually. It even differentiates between two physicians in the same office."
 Earlier prescriber-level products, unlike Xponent, have been based on ZIP Code zones or other geographic zone formats.
 Robert N. Merold, vice president of marketing, said "Statistical analyses have conclusively proven that Xponent's prescriber level information is far more precise than information projected using geography-based methodologies."
 Merold said, "Because Xponent delivers far more accurate information, and provides for significant advances in efficiency, pharmaceutical manufacturers are now able to implement extensive improvements throughout their sales and marketing functions. For example, with Xponent, it is now possible to
effectively micromarket to prescribers. Also, users may achieve dramatic improvements in territory performance evaluation, compensation and call planning, among other functions."
 Merold said "Xponent allows IMS clients to develop the most accurate individual prescriber profiles available. Xponent's unique system also enables clients to aggregate and segment data according to their own custom requirements, thereby giving pharmaceutical manufacturers much greater ability to analyze and evaluate the effectiveness of their promotional activities. For example, our clients will be able to link promotional programs with prescription results in order to evaluate the impact of detailing, advertising, targeting and sampling strategies. By using Xponent, IMS clients are also able to create "bottom-up" sales and marketing territories based on actual prescribers rather than on geography."
 New features at the prescriber level made available through Xponent include information as to type of prescription payment, ranking and cutoffs, segmentation by customer choice and dollarized data using AWP, wholesaler acquisition or the client's own price inputs.
 Under Xponents' options, clients can create their own therapeutic class definitions, select their own report formats, choose their own time periods, and choose their own delivery media, in addition to other custom options. Regarding delivery media, Xponent fully supports all traditional and upcoming media, including hard copy formats, history and print tapes, fiche, and reformatting for linkage to call reporting systems or third-party systems.
 Merold said, "Xponent is the first and only true prescriber level projection methodology, and it offers the most accurate information available for managing sales and marketing by pharmaceutical manufacturers."
 For additional information, contact Bob Merold, vice president of marketing, IMS America Sales Management Services, 100 Campus Road, Totowa, N.J. 07512, 201-790-0700, or Contact Phyllis Hoffman-Kirk, vice president of communications, IMS America Ltd., 660 W. Germantown Pike, Plymouth Meeting, Pa., 19462-0905, 215-834-4582.
 -0- 2/9/93
 /CONTACT: Robert Merold, sales management services of IMS America, 201-790-0700, or Robert Marquis or Claire Brett of Princeton PR Group, 908-873-5588, for IMS America/


CO: IMS America ST: New Jersey IN: SU:

LR-TS -- NY043 -- 4835 02/09/93 16:39 EST
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Date:Feb 9, 1993
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