SAS Hosts Offering For Drug Makers

The new IntelliVisor for Pharma offering from SAS is an Internet-based service that analyzes customer data from a company's Web site to gauge the effectiveness of marketing campaigns.

SAS Institute Inc. will launch the second offering in its IntelliVisor family of hosted Internet analytics services, with Mondays release of IntelliVisor for Pharma.

The new application service provider offering for pharmaceutical companies follows up on SASs introduction of IntelliVisor for Retail last June. The new service analyzes customer data from pharmaceutical companies Web sites to gauge the results of those companies consumer marketing campaigns. It delivers reports via the Web on how effective these campaigns are.

IntelliVisor for Pharma is designed to help pharmaceutical companies ultimately build brand awareness, officials from SAS, of Cary, N.C. Its intended to meet pharmaceutical companies need to maximize the effectiveness of their marketing campaigns so as to recoup drug development costs before their patents on the drugs expire.

While focused on the Web channel, IntelliVisor can also analyze data from other customer channels and help marketers target campaigns to customer segments, SAS officials said.

The service identifies the factors that have the most impact on business success, then monitors how well the pharmaceutical companies are meeting these strategic objectives and provides a daily report of how results compare to expectations. The service can work in tandem with SAS Enterprise Marketing Automation software so that customers can act on recommendations provided by IntelliVisor.

Average pricing for IntelliVisor for Pharma is $20,000 per month, SAS officials said. Officials said that a licensed software offering with similar capabilities is also planned for availability after the hosed offering has been out for a year.

Future IntelliVisor hosted services will likely target financial services companies like banks, credit card issuers and insurance companies, according to SAS officials.