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Medical Marketing & Media Names MTI Winner of
Industry-Wide Awards Program; Flagship Brand
Recognized for ROI Performance, Proven Record of Generating Incremental Sales

LANGHORNE, PA (November 10, 2005) - Medical Marketing & Media magazine last evening announced MTI Information Technologies as the first-place winner of its 2005 MM&M Awards, an industry-wide awards program, marking an unmistakable recognition for MTI's flagship product, eXtendRx® Sales Optimization Program. The awards initiative drew hundreds of submissions across a dozen categories and sought to identify the most exceptional pharmaceutical marketing campaigns of the past year. MTI was selected for its first-ever submission in the category of Best Use of Direct Marketing to Healthcare Professionals.

Bill Clapper, President of MTI, said, "We are extremely gratified to have been selected for this award, especially considering the exceptional level of competition that was involved. In the less than two years that eXtendRx has been in-market, we have been able to demonstrate the unique capabilities it offers in reaching targeted physicians and growing sales profitably. This award demonstrates just how effective eXtendRx really is and what it can mean to pharmaceutical marketers. Knowing that it is being increasingly adopted by both big pharma and specialty companies, we are all the more encouraged about the potential that eXtendRx will bring to the industry. We'd like to express our thanks to Medical Marketing & Media and the judges for their recognition of the capabilities we can provide."

MTI's entry involved a successful program it conducted for its client, Alcon Labs of Fort Worth, Texas, for Ciprodex® Otic (ciprofloxacin 0.3% and dexamethasone 0.1%), a topical anti-infective indicated for swimmer's ear and acute otitis media with tympastomy tubes. The product was launched in August 2003 and enjoyed steady growth that surpassed the $100 million mark in sales. Despite this success, the marketing team at Alcon knew that there was an opportunity to expand the market by creating more users among the physicians who were receiving less than the optimal number of details from Alcon's sales force.

MTI's solution to this challenge was to use eXtendRx to increase reach and frequency among this high potential segment of their market. Through the use of this data-driven, turnkey, technology solution, eXtendRx increased sales using the optimal mix of non-manpower communications delivered on a 1:1 basis and weekly measurement to continually optimize each physician's unique campaign. The program delivered a 186% ROI in the six-month pilot phase.

"This was a state-of-the-art orchestration of database information and targeting, sophisticated messaging, timing, precise delivery and weekly result measurement, all at the individual physician level, to accomplish the objectives we had set out on behalf of Alcon," Clapper added. "The capabilities of eXtendRx, in conjunction with the willingness of the Alcon marketing team, set the stage for a marketing approach that ultimately produced results even beyond our collective expectations. This was an award-winning combination from the very beginning and we're pleased to share the recognition with our team members at Alcon."

MTI offers proprietary, demand-generating products for pharmaceutical marketers using sophisticated, data-driven technologies. These programs, such as its flagship offering, the eXtendRx Sales Optimization Program, deliver customized scientific and promotional information to physicians on a 1:1 basis through highly synchronized, multi-channel, non-rep communications. Return-on-investment through these programs consistently exceeds other methodologies.