SK&A Issues New Report on Healthcare Marketing Channel Utilization

Results Show Healthcare Marketers Are Targeting "Family
Practitioners" More Than Any Other Physician Specialty
IRVINE, Calif.--(Business Wire)--
What marketing channel is most often used to reach healthcare
practitioners? Which type of physician receives the most marketing
promotion? Who are healthcare marketers trying to reach? The answers
to complex questions about non-personal promotion to healthcare
practitioners and facilities will be available in a series of reports
to be released by SK&A, a leader in healthcare information, services
and research.

"SK&A will deliver over 250 million healthcare records to its
customers this year, representing a major indicator of healthcare
marketing trends in over a dozen industries," said Dave Escalante,
President and COO of SK&A. "With this intelligence, available for the
first time and viewable on the SK&A web site, we will provide monthly
and quarterly trends, analysis and unique insights that will help our
customers improve targeting, plan future marketing programs and
contribute to their business success."

According to results from SK&A's first Marketing Channel
Utilization Study, for the quarter ending June 30, 2008, family
practitioners were targeted with more messages than any other
specialty of physician. 2.25 million contact records for family
practitioners were delivered by SK&A to healthcare marketers during
the period. This quantity represents just 4% of the 57.6 million
records shipped by SK&A. Rounding out the top five most targeted
prescribers were internists, pediatricians, general dentists and
obstetrician/gynecologists.

Other noteworthy findings from the study include:

-- The pharmaceutical/biotechnology industry is increasingly
targeting "staff pharmacists," which support emerging trends
of pharmacist influence with prescription medicine and over
the counter products to patients. Staff pharmacists were the
third best-selling business title shipped by SK&A.

-- "Office managers" in physician group practices are popular
marketing targets for all healthcare marketers, which support
the increasing role and responsibility they play as key
decision makers and purchasers of healthcare products and
services. Office managers accounted for 14% of records shipped
by SK&A.

-- SK&A received more requests for "Director of Patient
Care/Nursing" than any other business title, which is a strong
indication of healthcare marketers targeting influential
nurses who work in hospitals. Every record in SK&A's database
for this title was shipped 32 times during the quarter.

-- "Critical Care Specialist" was the most requested physician
specialty title. Every record in SK&A's database for this
title was shipped 8 times during the quarter.

-- Email is an emerging marketing channel to reach healthcare
practitioners. Advertising agencies, CME companies,
recruiters, consultants, and medical device firms were all
active users of email, accounting for more than 560,000
records from the SK&A database.

-- SK&A's data was used to power online directory programs. More
than 2 million contact records were delivered to support
physician lookups by consumers and patients.

"With these reports, SK&A is evolving its healthcare information
solutions business to include high value, unique insight and trend
analysis of non-personal promotion activities," continued Escalante.
"The Marketing Channel Utilization information will enable us to add
more value to our customers and further solidifies SK&A as the
industry's premiere healthcare information solutions provider for
sales and marketing."

Results for the second quarter of 2008 from SK&A's Marketing
Channel Utilization Study are available by visiting the SK&A web site
at www.skainfo.com/channel_utilization.php . Among the charts and
tables available in the ongoing study will be:

-- Top 6 marketing channels used for message delivery

-- Top 10 physician specialties targeted

-- Top 10 business job titles targeted

-- Top 10 business titles, by industry segment

-- Most requested business titles

-- Most requested physician specialty titles

-- Snapshot: How healthcare consultants use marketing data

About SK&A Information Services, Inc.

SK&A is a leading provider of healthcare information solutions and
databases. SK&A researches and maintains contact and profiling
information for over 2 million healthcare practitioners, including
820,000 prescribers. SK&A's customers include many of America's most
recognized healthcare and pharmaceutical institutions. Please visit
www.skainfo.com for more information or www.skalivecounts.com for
counts and ordering.

SK&A
Jack Schember, 949-255-1259

Copyright Business Wire 2008