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MTI Wins Second Award in Less Than One Month


Supports Rapid Adoption of eXtendRx®
by Pharmaceutical Marketers

LANGHORNE, PA. (December 8, 2005) - MTI Information Technologies today announced it has been selected as the Silver Award winner in the National Center for Database Marketing Excellence Awards, an industry-wide competition organized and presented jointly by DIRECT Magazine and The Direct Marketing Association. The program is intended to honor organizations that have demonstrated ingenuity and creativity in leveraging their marketing databases. MTI's winning submission in the Multi-channel Marketing Category involved the use of its proprietary, direct-to-physician marketing program, eXtendRx. MTI is the leading provider of data-driven, technology-based, direct-to-physician initiatives that function as a supplement or replacement to a field sales effort to produce incremental sales while delivering a higher ROI than traditional marketing approaches.

MTI president Bill Clapper said their entry involves a successful program it conducts 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 communications delivered on a 1:1 basis and weekly measurement to dynamically optimize each message and channel delivered to a physician. The program was launched to physicians beginning in December 2004 and has delivered a 186% ROI in this phase.

"This honor is the result of an arduous judging process that required careful study of entries representing a variety of industries from the United States and other countries. We would like to extend our thanks to the judges for their effort," said Clapper. "We're also pleased to share the recognition with our team members at Alcon."

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