Apr. 2--Adding to its strategy of helping medical product companies market to doctors online, a Libertyville-based company has purchased a firm to help drugmakers reach more physicians through so-called e-sampling of products.

Physicians Interactive on Wednesday announced the acquisition of MedManage Systems Inc., an online provider of prescription drug sampling based in Bothell, Wash.

Terms were not disclosed.

"This is never going to replace the pharmaceutical sales rep, but it provides physicians a choice ... to get the right information at the right time," said Donato Tramuto, vice chairman and chief executive of Physicians Interactive.

Armies of sales representatives from the pharmaceutical and medical device industries handle much of the marketing with personal visits to doctors' offices. But they usually focus on big prescribers or specialists who tend to use the most devices, these companies say.

Physicians Interactive hopes large drug companies, particularly those with slowing sales, will turn to online sampling and marketing as a way to reach more physicians. With e-sampling, doctors can go online at any time and request samples for their patients.

Neither company would disclose annual sales or revenue. Physicians Interactive said it has developed more than 1,000 online programs for more than 150 brands for clients that include nearly 75 pharmaceutical, biotech and medical device companies.

"Joining forces with Physicians Interactive brings together two recognized industry leaders to address the growing needs of pharmaceutical companies and health care providers for online, on-demand access to vital information and services," Cecil Kost, president and chief executive of MedManage.

Physicians Interactive was purchased last year by New York private-equity firm Perseus LLC from Chicago-based Allscripts Healthcare Solutions.

Hear Bruce Japsen on WGN-AM 720 at 12:49 p.m. and 11:15 p.m. Mondays and 7:35 a.m. Sundays.

bjapsen@tribune.com

-----

To see more of the Chicago Tribune, or to subscribe to the newspaper, go to http://www.chicagotribune.com.

Copyright (c) 2009, Chicago Tribune

Distributed by McClatchy-Tribune Information Services.

For reprints, email tmsreprints@permissionsgroup.com, call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.

NASDAQ-NMS:MDRX,

A service of YellowBrix, Inc.