ZEGERID

Santarus, Inc. is a pharmaceutical company that specializes in acquiring, developing and marketing treatments for gastrointestinal diseases and disorders. The current suite of Santarus product offerings consists entirely of immediate-release formulations of the proton-pump inhibitor omeprazole, all branded under the name ZEGERID. In 2006, Santarus' total revenues totaled just under $50 million, nearly twice the $26.2 million in revenues gathered in 2005 (Sources: santarus.com, phx.corporate-ir.net/).

In 2004, Santarus launched a 20-mg oral suspension, its first new drug application (NDA) for ZEGERID, into a market crowded with proton pump inhibitors, some of which were already available in capsule form. Santarus sought to create a physician relationship management (PRM) program to augment the efforts of its sales force in developing physician relationships and announcing subsequent NDAs. Over the course of more than two years, closerlook created the Zegerid Interactive Information Program. The program's portal experience included regularly updated medical news served by MDLinx, and five eDetails. In addition to giving physicians key messages about ZEGERID, the eDetails gathered crucial information about physicians at the individual level, giving Santarus' sales representatives key insight into their customers, and enabling the customization of subsequent messaging and information-gathering efforts.