MD MessageTRAC Spotlighted in Pharmaceutical Commerce

Stu Friedman, President of The Dunn Group, was recently interviewed for Pharmaceutical Commerce and discussed the company’s new MD MessageTRAC promotional materials intelligence program.


MDMessageTRAC service tracks what a brand’s competition is doing

June 27, 2013

As pharma marketers spend more on digital promotions, their value rises for competitive intel

MD MessageTRACDunn Group (Totowa, NJ) which has provided custom competitive-intelligence services (CIS) for life sciences marketers going back to the late 1980s, is introducing a new CIS tool: MDMessageTRAC. The product is customized in that it is media- and therapeutic-class-specific, but standardized in that it uses essentially the same methodology for each client: soliciting a panel of physicians, and then obtaining direct feedback from them, on a schedule, for what messaging and promotional materials pharma reps are showing them. Physicians on such panels receive a stipend from Dunn Group.

Although a fairly straightforward research method, this service has not been offered previously, says Stuart Friedman, Dunn president. The growth of digital media presentations, such as those presented on interactive tablets like iPads, might be a factor; as more pharma marketers invest more resources in these presentations, their CIS value increases. The benefits are obvious, he says: Product or brand managers can get rapid feedback on what their competitors are saying about them, and what messages make the strongest impact on physicians observing these presentations.

Analysts working within Dunn receive the physician feedback and then synthesize a report summarizing key trends; Friedman says this contrasts with automated systems tracking–for example, online messaging activity or social media channels. (However, companies in that business also claim a high degree of fidelity to what the buzz about a product is.) A client helps Dunn set up the program by providing its own information on key opinion leaders or prescribers that could be on the panels. Costs are in the mid-five-figure range for an annual service that would provide a number of


Launched Today – Gain Actionable Competitive Knowledge Through MD MessageTRAC?


MTrac logo

It is with great pleasure that we announce the launch of MD MessageTRAC?, a customized program that tracks, analyzes and provides topline perspectives on competitor promotional and marketing activities in real-time.

We created MD MessageTRAC to meet the ongoing demands of our clients and the marketplace, who value our business intelligence/strategic analysis to help them compete with similar products.

For more than 25 years, The Dunn Group has successfully provided life sciences customers with competitive insights by bringing to them timely and critical knowledge, intelligence, and strategic implications to make informed, actionable business decisions.

MD MessageTRAC evolved out of our core business, which continues to focus on delivering actionable competitive knowledge to meet individual client team needs.

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