Electronic vs. In-Person Detailing
A Head-to-Head Comparison of Time, Volume, Value, and Outcomes
Introduction
There have ...
Electronic vs. In-Person Detailing 2
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ISR Reports - eDetailing vs In-person Detailing - Report Preview

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ISR surveyed 118 physicians to compare and contrast prescribers' experiences with electronic and in-person detail sessions - more specifically time, volume, value, and outcomes - while looking for differences across four major therapeutic areas (Oncology, Cardiology, Allergy & Immunology, and Family Medicine).

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ISR Reports - eDetailing vs In-person Detailing - Report Preview

  1. 1. Electronic vs. In-Person Detailing A Head-to-Head Comparison of Time, Volume, Value, and Outcomes Introduction There have been tens of thousands of layoffs in the pharma industry in the past few years; many of them drug reps. But that's not news to the reader. It's also not news to the reader that the impetus for these layoffs is cost cutting for an industry under pressure from shareholders, financial markets, insurance companies, and regulatory bodies. As is the case for many industries, the need once met by now-eliminated positions is being met - for better or for worse - through the use of technology. But drug makers must ensure the pendulum does not swing too far - certainly not before they understand the consequences. Don't throw out the baby with the bathwater. Ensure your technology is smart and targeted and that your prescribers' needs continue to be met. Some companies have been conservative in their approach to the adoption of alternative practices while others have been bolder and more eager to leave the sales force arms race behind them. Most typical are the companies now building and maintaining alternative strategies in addition to their existing in-person sales teams or as a supplement to a trimmed- down sales team. This often comes in the form of more interactive websites that prescribers can visit to learn more about a product - eDetailing websites. Generally speaking, the focus of the current research was comparing and contrasting prescribers' experiences with electronic and in-person detail sessions - and looking for differences across four major areas of specialization: Oncology, Cardiology, Allergy & Immunology, and Family Medicine. More specifically, we aimed to... Table of Contents In This Summary... Introduction 1 Table of Contents 2 Sample Pages 3 List of Charts and Graphs 8 Sample Charts and Graphs 14 Ordering Information 17 About ISR 17 Report Details... Publication Date: Q1, 2012 Format: PDF download Length: 130 Pages, including more than 200 charts and graphs Highest Value for... Brand Managers Product Directors Sales & Marketing Leads Commercialization Service Providers Therapeutic Specializations... Oncology Cardiovascular Allergy & Immunology Family Medicine  Assess prescribers' needs and expectations for product detail sessions  Determine the degree to which those needs are met in both electronic and in-person detail sessions  Capture prescribers' perspectives on the types of products most and least appropriate for an eDetail environment  Quantify the volume of eDetail and in-person sessions they experience per week and their desired volume - the number of eDetail sessions they believe is reasonable  Measure the overall value and satisfaction with both in-person and electronic details.
  2. 2. Electronic vs. In-Person Detailing 2 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com I. Introduction 8 II. Methodology 10 III. Detailing Information Needs 12 IV. Detailing Volume & Time 16 V. Detailing Outcomes 23 VI. Conclusions 33 VII. Study Data 37  Screening questions 38  In-person detail volume 40  In-person detail time 44  eDetail volume 49  eDetail time 54  Detailing outcomes 65  Product lifecycle - detail environment fit 79  Allocation of Sales & Marketing resources across 103 prescribers, payers, and patients  Respondent demographics 126 Please see page 8 of this preview for a complete list of charts and graphs that are available within this report.
  3. 3. Electronic vs. In-Person Detailing 3 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com Sample Pages From the section titled "Detailing Information Needs"... Oncology Oncologists have a wider variety of requirements than the other specialties included in the research. asdfsdfasdfsadf-reladfsdfasdfasdfated is the only attribute that stands out, with 39% of oncologists placing it in their top two. Sales & Marketing professionals for oncology products have a more complicated segmentation and targeting challenge ahead of them as their prescribers' detailing needs are more highly varied compared to the other specialists. Cardiology Half of all cardiologists in ISR's research placed The asdfsdfasfsafsdfasfda data in their top two responses. Product details to these prescribers would seem incomplete without clinical trial data. Also important to cardiologists were:  asdfasdffsfdafadfasfdaf (at 42% this is more important for cardiologists than for all other specialists)  asdfsadfasdfasfdsafsaffasfads  asadfasdfas to hasdfsafave asdfas product-asdfs asdfa asdfadfas Allergy & Immunology Ability asdfasf asdfs my asdf-related sadfa asdf stands out for the A&I specialists as the most important attribute of a product detail. Beyond this, Sales & Marketing professionals have a segmenting and targeting challenge ahead of them as a number of attributes are fairly important without a lot of differentiation among them. What is almost uniformly clear across specialties is that testimony from key opinion leaders is unlikely to heavily influence prescribing decisions. Similarly, placing heavy emphasis on asdf sdfasdfafd asdfsdafsf for Cardiologists and Allergy & Immunologists may not be a good use of resources. The key for Sales & Marketing personnel looking to leverage eDetailing solutions is determining how to do so while meeting a wide variety of prescribers' individual needs.
  4. 4. Electronic vs. In-Person Detailing 4 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com 0 1 2 3 4 5 6 7 8 9 10 Oncology Family Medicine Cardiology Allergy & Immunology Average Number of Details Per Week In-Person Electronic 0 1 2 3 4 5 Oncology Family Medicine Cardiology Allergy & Immunology Time in Minutes Average Time Spent in a Detail Session In-person Electronic Sample Pages From the section titled "Detailing Volume and Time: In-Person vs. Electronic"... On average, Cardiologists and Family Practitioners report receiving about # product details per week; more than Allergy & Immunologists (## and Oncologists ##. But while Oncologists report fewer detail sessions overall per week, asdfsaf half of asdfasf asdfs are electronic. Ratio of in-person to electronic details per week On average, Oncologists and Family Practitioners report spending the most time in a detail session. For Family Practitioners, this is more the case for eDetailing sessions and for Oncologists this is more for in-person sessions. Recall in the previous section that (*(*^*&%*&% highest rated need within a detail session was the ability to have my product-related questions answered. This may be a primary driver of a longer average amount of time dedicated to in- person detail sessions. Allergy & Immunology Family Medicine Cardiology Oncology ## : ## ##:## ##:## ##:## © 2012 ISR Reports © 2012 ISR Reports
  5. 5. Electronic vs. In-Person Detailing 5 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com 4.1 6.1 6.2 5.8 3.4 4.9 5.5 6.0 Oncology Cardiology Allergy & Immunology Family Medicine In-Person Desired vs. Actual Number of Details Per Week Desired Actual Allergy & Immunology Oncology Cardiology Family Medicine Electronic Desired vs. Actual Number of Details Per Week Desired Actual Sample Pages From the section titled "Detailing Volume and Time: In-Person vs. Electronic"... One way to examine whether or not additional messaging opportunities exist is to measure prescribers' actual volume of product details and compare that to their desired levels of detail activity. On the in-person side of detailing volume, actual figures are fairly close to the desired figures. The largest differences come from Cardiologists, who report receiving about 1 detail per week too many. Allergist & Immunologists and Oncologists both report about 0.7 per week too many. Similarly, for eDetailing, (*(*^*&%*&%and (*(*^*&%*&% report receiving product details fairly close to their desired numbers. The real finding is for (*(*^*&%*&% and (*(*^*&%*&%. They both on average would like to receive 1.5 more eDetail sessions per week. As a rule it's generally bad Sales & Marketing practice to simply accept your target's "ideals" for volume of messaging because they'll often say, "Don't call me. I'll call you." The not-so-common exception to that rule is when they are asking for more communications. Sales & Marketing personnel who target (*(*^*&%*&%and (*(*^*&%*&%are now in this enviable position. © 2012 ISR Reports © 2012 ISR Reports
  6. 6. Electronic vs. In-Person Detailing 6 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com 0 2 4 6 8 10 Oncology Family Medicine Cardiology Allergy & Immunology eDetail Session Invitations vs. Actual Participation - Per Week Session Invitations Sessions Accepted 0% 5% 10% Oncology Family Medicine Cardiology Allergy & Immunology Change in eDetail Participation, Last 2 Years Sample Pages But what's curious about the (*(*^*&%*&%and (*(*^*&%*&%desire for more eDetailing attention is that they report accepting only about half of the eDetailing requests they receive. This would suggest that either the timing of the invitation is poor or the fit between the product and the prescriber is poor. Interestingly, (*(*^*&%*&%report accepting nearly all of their eDetail invitations. This represents an opportunity, perhaps, for Sales & Marketing professionals to "push the envelope" and issue more invitations. That said, our data indicate that (*(*^*&%*&%are already seeing greater increases in eDetails than other specialists so the window for increasing activity may be narrowing. Regarding timing, or more accurately logistics, ISR also assessed the location in which prescribers most typically participate in the eDetail: Office, Home, or Both. This is not the first time this question has been asked, but perhaps doing so by specialty will deliver additional value. The one stand-out difference among the specialties is that where only 22% of (*(*^*&%*&%participate in eDetail sessions in their office, the figure is nearly double that for (*(*^*&%*&% (41%) and (*(*^*&%*&% (43%) and even higher for (*(*^*&%*&% (52%). © 2012 ISR Reports © 2012 ISR Reports
  7. 7. Electronic vs. In-Person Detailing 7 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com "I trust the information I receive from a..." Average ratings: In-Person vs. Electronic Detail Session In-Person Electronic © 2012 ISR Reports Neither agree nor disagree Agree Strongly agree Strongly disagree Disagree Sample Pages From the section titled "Outcomes"... Some Observations  (*(*^*&%*&%report more trust in the information from traditional, in-person detail sessions than other specialists  (*(*^*&%*&%and (*(*^*&%*&%report more trust in the information that comes from an eDetail session than an in-person detail session Specialties visible in the full report
  8. 8. Electronic vs. In-Person Detailing 8 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com List of Charts & Graphs Participant Screening 38 Screening - Exposure to Product Details 38 Screening - Received Invitations to eDetail Sessions 39 Screening - eDetailing Experience Detail Volume 40 Volume of In-Person Product Details - Family Medicine 40 Volume of In-Person Product Details - Oncology 40 Volume of In-Person Product Details - Cardiovascular 40 Volume of In-Person Product Details - Allergy & Immunology 41 In-Person Product Details - Change in the Past 2 Years - Family Medicine 41 In-Person Product Details - Change in the Past 2 Years - Oncology 41 In-Person Product Details - Change in the Past 2 Years - Cardiovascular 41 In-Person Product Details - Change in the Past 2 Years - Allergy & Immunology 42 Desired Volume of In-Person Details - Family Medicine 42 Desired Volume of In-Person Details - Oncology 42 Desired Volume of In-Person Details - Cardiovascular 42 Desired Volume of In-Person Details - Allergy & Immunology 43 Time Spent with Detail Reps - Family Medicine 43 Time Spent with Detail Reps - Oncology 43 Time Spent with Detail Reps - Cardiovascular 43 Time Spent with Detail Reps - Allergy & Immunology 44 Time Spent with Detail Reps - Cross-Specialty Comparison 45 Time Spent in In-Person Product Details - Change in the Past 2 Years - Family Medicine 45 Time Spent in In-Person Product Details - Change in the Past 2 Years - Oncology 45 Time Spent in In-Person Product Details - Change in the Past 2 Years - Cardiovascular 45 Time Spent in In-Person Product Details - Change in the Past 2 Years - Allergy & Immunology 46 Value of In-Person Product Details - Family Medicine 46 Value of In-Person Product Details - Oncology 46 Value of In-Person Product Details -Cardiovascular 46 Value of In-Person Product Details - Allergy & Immunology 47 Satisfaction with In-Person Product Details - Family Medicine 47 Satisfaction with In-Person Product Details - Oncology 47 Satisfaction with In-Person Product Details - Cardiovascular
  9. 9. Electronic vs. In-Person Detailing 9 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com 47 Satisfaction with In-Person Product Details - Allergy & Immunology 48 Feedback on Amount of In-Person Details Received - Family Medicine 48 Feedback on Amount of In-Person Details Received - Oncology 48 Feedback on Amount of In-Person Details Received - Cardiovascular 48 Feedback on Amount of In-Person Details Received - Allergy & Immunology 49 Number of Requests for Electronic Product Details - Family Medicine 49 Number of Requests for Electronic Product Details - Oncology 49 Number of Requests for Electronic Product Details - Cardiovascular 49 Number of Requests for Electronic Product Details - Allergy & Immunology 50 Electronic Product Details Accepted Per Week - Family Medicine 50 Electronic Product Details Accepted Per Week - Oncology 50 Electronic Product Details Accepted Per Week - Cardiovascular 50 Electronic Product Details Accepted Per Week - Allergy & Immunology 51 Electronic Product Details Accepted Per Week - Cross-Specialty Comparison 52 Change in eDetail Participation Over the Past 2 Years - Family Medicine 52 Change in eDetail Participation Over the Past 2 Years - Oncology 52 Change in eDetail Participation Over the Past 2 Years - Cardiovascular 52 Change in eDetail Participation Over the Past 2 Years - Allergy & Immunology 53 How Many eDetails is "Reasonable" - Family Medicine 53 How Many eDetails is "Reasonable" - Oncology 53 How Many eDetails is "Reasonable" - Cardiovascular 53 How Many eDetails is "Reasonable" - Allergy & Immunology 54 Time Spent on Electronic Product Details - Family Medicine 54 Time Spent on Electronic Product Details - Oncology 54 Time Spent on Electronic Product Details - Cardiovascular 54 Time Spent on Electronic Product Details - Allergy & Immunology 55 Change in eDetail Time Spend in Past 2 Years - Family Medicine 55 Change in eDetail Time Spend in Past 2 Years - Oncology 55 Change in eDetail Time Spend in Past 2 Years - Cardiovascular 55 Change in eDetail Time Spend in Past 2 Years - Allergy & Immunology 56 Value of Electronic Product Details - Family Medicine 56 Value of Electronic Product Details - Oncology 56 Value of Electronic Product Details - Cardiovascular 56 Value of Electronic Product Details - Allergy & Immunology
  10. 10. Electronic vs. In-Person Detailing 10 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com 57 Satisfaction with Electronic Product Details - Family Medicine 57 Satisfaction with Electronic Product Details - Oncology 57 Satisfaction with Electronic Product Details - Cardiovascular 57 Satisfaction with Electronic Product Details - Allergy & Immunology 58 Feedback on Number of Electronic Product Details Received - Family Medicine 58 Feedback on Number of Electronic Product Details Received - Oncology 58 Feedback on Number of Electronic Product Details Received - Cardiovascular 58 Feedback on Number of Electronic Product Details Received - Allergy & Immunology 59 Location of Electronic Product Detailing Participation - Family Medicine 59 Location of Electronic Product Detailing Participation - Oncology 59 Location of Electronic Product Detailing Participation - Cardiovascular 59 Location of Electronic Product Detailing Participation - Allergy & Immunology 60 Most Desirable Features of Electronic Product Detail Environments - Coded Responses 61 Most Desirable Features of Electronic Product Detail Environments - Verbatim Responses Outcomes 65 Educational Value of In-Person Details - Family Medicine 65 Educational Value of In-Person Details - Oncology 65 Educational Value of In-Person Details - Cardiovascular 65 Educational Value of In-Person Product Details - Allergy & Immunology 66 Educational Value of Electronic Product Details - Family Medicine 66 Educational Value of Electronic Product Details - Oncology 66 Educational Value of Electronic Product Details - Cardiovascular 66 Educational Value of Electronic Product Details - Allergy & Immunology 67 Questions Answered in Electronic Product Details - Family Medicine 67 Questions Answered in Electronic Product Details - Oncology 67 Questions Answered in Electronic Product Details - Cardiovascular 67 Questions Answered in Electronic Product Details -Allergy & Immunology 68 Questions Answered in In-Person Product Details - Family Medicine 68 Questions Answered in In-Person Product Details - Oncology 68 Questions Answered in In-Person Product Details - Cardiovascular 68 Questions Answered in In-Person Product Details -Allergy & Immunology 69 Patient Focus of Electronic Product Details - Family Medicine 69 Patient Focus of Electronic Product Details - Oncology 69 Patient Focus of Electronic Product Details - Cardiovascular
  11. 11. Electronic vs. In-Person Detailing 11 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com 69 Patient Focus of Electronic Product Details - Allergy & Immunology 70 Patient Focus of In-Person Product Details - Family Medicine 70 Patient Focus of In-Person Product Details - Oncology 70 Patient Focus of In-Person Product Details - Cardiovascular 70 Patient Focus of In-Person Product Details - Allergy & Immunology 71 Local Formulary Information in In-Person Details - Family Medicine 71 Local Formulary Information in In-Person Details - Oncology 71 Local Formulary Information in In-Person Details - Cardiovascular 71 Local Formulary Information in In-Person Details - Allergy & Immunology 72 Local Formulary Information in Electronic Details - Family Medicine 72 Local Formulary Information in Electronic Details - Oncology 72 Local Formulary Information in Electronic Details - Cardiovascular 72 Local Formulary Information in Electronic Details - Allergy & Immunology 73 Use of Supporting Data and Articles in In-Person Details - Family Medicine 73 Use of Supporting Data and Articles in In-Person Details - Oncology 73 Use of Supporting Data and Articles in In-Person Details - Cardiovascular 73 Use of Supporting Data and Articles in In-Person Details - Allergy & Immunology 74 Use of Supporting Data and Articles in Electronic Details - Family Medicine 74 Use of Supporting Data and Articles in Electronic Details - Oncology 74 Use of Supporting Data and Articles in Electronic Details - Cardiovascular 74 Use of Supporting Data and Articles in Electronic Details - Allergy & Immunology 75 Trust Electronic Product Details - Family Medicine 75 Trust Electronic Product Details - Oncology 75 Trust Electronic Product Details - Cardiovascular 75 Trust Electronic Product Details - Allergy & Immunology 76 Trust In-Person Product Details - Family Medicine 76 Trust In-Person Product Details - Oncology 76 Trust In-Person Product Details - Cardiovascular 76 Trust In-Person Product Details - Allergy & Immunology Detailing Information Needs 77 Most Important Attributes of Product Details - Family Medicine 77 Most Important Attributes of Product Details - Oncology 78 Most Important Attributes of Product Details - Cardiovascular 78 Most Important Attributes of Product Details - Allergy & Immunology
  12. 12. Electronic vs. In-Person Detailing 12 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com Product Lifecycle - Detail Environment Fit 79 For Differentiated Products (first in class) - Family Medicine 79 For Differentiated Products (first in class) - Oncology 79 For Differentiated Products (first in class) - Cardiovascular 79 For Differentiated Products (first in class) - Allergy & Immunology 80 Why In-Person? 80 Why Electronic? 81 Why Equal? 81 Verbatim Responses 86 For Transitional Products (few competitors) - Family Medicine 86 For Transitional Products (few competitors) - Oncology 86 For Transitional Products (few competitors) - Cardiovascular 86 For Transitional Products (few competitors) - Allergy & Immunology 87 Why In-Person? 87 Why Electronic? 88 Why Equal? 88 Verbatim Responses 92 For Commodity Products (many competitors, me-too products, and generics) - Family Medicine 92 For Commodity Products (many competitors, me-too products, and generics) - Oncology 92 For Commodity Products (many competitors, me-too products, and generics) - Cardiovascular 92 For Commodity Products (many competitors, me-too products, and generics) - Allergy & Immunology 93 Why In-Person? 93 Why Electronic? 94 Why Equal? 94 Verbatim Responses 98 For Biotech Products - Family Medicine 98 For Biotech Products - Oncology 98 For Biotech Products - Cardiovascular 98 For Biotech Products - Allergy & Immunology 99 Why In-Person? 99 Why Electronic? 100 Why Equal? 100 Verbatim Responses
  13. 13. Electronic vs. In-Person Detailing 13 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com Allocation of Sales & Marketing Resources 103 Prescribers - Family Medicine 103 Prescribers - Oncology 103 Prescribers - Cardiovascular 103 Prescribers - Allergy & Immunology 104 Patients - Family Medicine 104 Patients - Oncology 104 Patients - Cardiovascular 104 Patients - Allergy & Immunology 105 Payers - Family Medicine 105 Payers - Oncology 105 Payers - Cardiovascular 105 Payers - Allergy & Immunology Consequences of Replacing In-Person with Electronic Detailing - In Prescribers' Words 106 Coded Responses 107 Verbatim Responses Product - Detail Fit 115 Most Appropriate Products for In-Person Details - Coded Responses 116 Most Appropriate Products for In-Person Details - Verbatim Responses 121 Most Appropriate Products for Electronic Details - Coded Responses 122 Most Appropriate Products for Electronic Details - Verbatim Responses Prescriber Demographics 126 Therapeutic Area of Expertise 127 Practice Type 128 Patient Visits Per Week
  14. 14. Electronic vs. In-Person Detailing 14 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com 66% 17% 17% 58% 26% 16% 58% 30% 12% 52% 32% 16% 0% 10% 20% 30% 40% 50% 60% 70% Prescribers Payers Patients Family Medicine Oncology Cardiology Allergy & Immunology 4.1 6.1 6.2 5.8 3.4 4.9 5.5 6.0 Oncology Cardiology Allergy & Immunology Family Medicine In-Person Desired vs. Actual Number of Details Per Week Desired Actual Sample Charts & Graphs “Knowing what you know about the current balance of power among prescribers, patients and payers, if you were a drug company, how would you allocate your sales and marketing resources across these 3 stakeholder groups? Please ensure your figures total 100%.”
  15. 15. Electronic vs. In-Person Detailing 15 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com 0 0.25 0.5 0.75 Very dissatisfied Somewhat dissatisfied Neither satisfied not dissatisfied Somewhat satisfied Very Satisfied 0 0.25 0.5 0.75 Very dissatisfied Somewhat dissatisfied Neither satisfied not dissatisfied Somewhat satisfied Very Satisfied 0 0.25 0.5 0.75 Very dissatisfied Somewhat dissatisfied Neither satisfied not dissatisfied Somewhat satisfied Very Satisfied 0 0.25 0.5 0.75 Very dissatisfied Somewhat dissatisfied Neither satisfied not dissatisfied Somewhat satisfied Very Satisfied “Overall, how satisfied are you with the electronic product details you receive?” Family Medicine Oncology Cardiovascular Allergy & Immunology Data Visible in the Report Data Visible in the Report Data Visible in the Report Data Visible in the Report
  16. 16. Electronic vs. In-Person Detailing 16 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com 4% 25% 21% 43% 7% 0% 25% 50% 75% Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree • I feel completely educated about a product following an in-person / electronic product detail. • Following an in-person / electronic product detail, I am satisfied that I have an opportunity to have all of my questions answered. • I feel the information I receive from an in-person / electronic product detail is sufficiently patient- focused. • I receive sufficient local formulary information in an in-person / electronic product detail. • In-Person / Electronic product details use sufficient supporting data and journal articles as supporting data. • I trust that the information I receive in in-person / electronic product details is fair, complete, and reasonably free from bias. Data visible in the report for each specialty.
  17. 17. Electronic vs. In-Person Detailing 17 info@ISRreports.com ©2012 Industry Standard Research www.ISRreports.com Ordering Information To order Electronic vs. In-Person Product Detailing, you may either visit us on the web at www.ISRreports.com and click on the Industry Reports tab or call us at +1.919.301.0106. Licensing Options: Contact us at info@ISRreports.com for licensing and pricing. About ISR Industry Standard Research is the premier, full service market research provider to the pharma and pharma services industries. With over a decade of experience in the industry, ISR delivers an unmatched level of domain expertise. For more information about our off-the-shelf intelligence and custom research offerings, please visit our Web site at www.ISRreports.com, email info@isrreports.com, or follow us on twitter @ISRreports.

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