Optas Inc. introduced Optas Impact, a product that integrates consumer purchase behavior with the pharmaceutical marketer's evaluation tool kit.
The Woburn, MA, company claims Optas Impact simplifies and unifies the use of patient-level information to give an all-around view of a company's brand marketing. This includes tracking category norms on trial and usage to identify specific channel tactics linked to high drug fill behavior.
Optas Impact will use the Optas 5.4 platform to automate the use of patient-level fill information and link it directly to consumer marketing tactics and self-reported data in an anonymous environment.
Optas offers a Web-based marketing operations platform to support relationship marketing activities. The process includes steps like database building, intelligence gathering, test messaging, identifying the economic value of audience segments and adjustments of spends to match opportunity.