MTI - Bonds that build brands

Extender™ - How It Works

Target
Extender puts MTI’s business model to work, capitalizing on our extensive healthcare database and sophisticated targeting model to identify the healthcare providers most likely to respond to your communications and increase prescribing of your brand.

Our targeting model takes into consideration an extensive source of healthcare provider, demographic, marketplace and patient data, including proprietary behavioral data we’ve compiled as a result of working with healthcare providers in your target audience for years.

The target audience selected by our models may include many of your current targets. However, because our model identifies targets with the highest probability to increase brand prescribing, your communications will be much more efficient and effective.
And because Extender focuses on non-rep communication, there are no geographical boundaries.

Connect
We connect you with the right providers by launching a fully integrated, dynamic, multi-channel communication campaign - using the channels and messages preferred by the target. Channels include: direct mail, e-mail, e-detail, interactive web sites, sample vouchers and telephone. Each Extender program also includes a resource center where healthcare targets may order promotional items or samples.

In addition to channel and message elements, Extender manages frequency of contact - based on the providers actual prescribing response – ensuring communication efforts are targeted to those individuals most likely to have a positive impact on your brand.

Measure
Extender tracks prescribing behavior throughout the campaign to develop an understanding of the communication influences associated with each individual provider. We know which individuals generated incremental TRxs as a result of education and promotion and what channel/message they responded to. Extender uses this data to dynamically optimize the communication campaign at the individual target level….sending the right message through the most effective channel at the right time.

Even then, Extender goes one step further:  It continues to ensure you’re communicating to the right provider. Each provider in your program will be assigned a calculated program value based on his/her demonstrated likelihood to respond to your communication efforts and increase prescribing of your brand. We continually track each provider’s prescribing behavior to his/her calculated program value. This allows us to replace underperforming targets and develop stronger relationships with those who are actively adding value.

Finally, Extender was designed to produce results…real, measurable results. This MTI advantage is exceptionally clear at the conclusion of a program when TRxs generated by the target audience are compared to those of an isolated control group.

All in all, this adds up to a significant and powerful tool for your brand…one that drives manageable, measurable revenue growth, with a return on investment significantly greater than most marketing activities.