The Borenstein Group Wins Best eHealthcare Interactive Web Site for Design of www.rxwise.com for Bioinformatics Leader, Iatrogen, LLC

The Borenstein Group Wins Best eHealthcare Interactive Web Site for Design of www.rxwise.com for Bioinformatics Leader, Iatrogen, LLC. The site was created for the company's first consumer-friendly, portable medication safety checking system, RxWise.

Fairfax, VA (PRWEB) November 20, 2005 -- The Borenstein Group, a leading integrated technology branding and public relations firm, today announced it has won a platinum medal for best interactive web site created for Iatrogen, LLC, a bioinformatics leader, in the category of consumer healthcare product sales for the 2005 eHealthcare Leadership Awards program.

The site was created for the company's first consumer-friendly, portable medication safety checking system, RxWise.

RxWise evaluates the potential risks for an adverse drug reaction (ADR) by analyzing the consumer's self-reported (or insurance claims-based) medical history and checking it against the medications they are taking. RxWise is contained on a portable USB Flash Drive, or accessible through the Internet. By using sophisticated risk-assessment software, RxWise provides important, personalized information about medications that may cause an ADR—the fourth leading cause of death in the United States.

The product covers a broad range of prescription, herbal, and over-the-counter drugs. The RxWise analysis can be more effective than limited drug interaction analysis alone because it evaluates the contribution of an individual's medical conditions together with any OTC/herbal medicines the consumer is using to complete the ADR risk assessment. RxWise also provides the consumer with a set of disease management advisories based on current national clinical practice guidelines.

Approximately 1,200 entries were received from a wide range of healthcare organizations. The judging criteria in the Best Interactive Site category focused on the sites interactive features and technologies: for example, its ability to provide health information, health evaluations; establishing ongoing relationships via personal web pages, e-newsletters, e-mail alerts; facilitating community groups.

Winners of platinum, gold, silver, and distinction awards represented 16 industry classifications, from hospitals and health systems to pharmaceutical firms and online health companies.

Gal Borenstein, president of The Borenstein Group, said, "We are very pleased to have been recognized and awarded a platinum medal in the category of best interactive web site.

This win resulted because of the strong and valued partnership we share with Iatrogen, LLC, and its mission to raise awareness among consumers, employers, and health plan managers that Adverse Drug Reactions are a pervasive and dangerous problem."

M. Lee Morse, President and Founder of Iatrogen, said: "The intelligent and innovative thinking approach that The Borenstein Group used to introduce a ground-breaking solution to the market is a huge part of this win. We look forward to our continued work with The Borenstein Group to convey the message about medication safety and adverse drug reactions—issues that are of mounting importance to consumers and could pose significant constraints to their healthcare and quality of life."

RxWise was developed by one of the United States' leading ADR avoidance team. More than 20 million patients have been protected by this team's technologies. The design team was a past winner of the ComputerWorld Smithsonian Award for best IT in Medicine for its ADR avoidance system. The RxWise team has built and operated ADR avoidance/detection systems for over a dozen U.S. state health systems, the U.S. Food and Drug Administration, the Department of Defense, the Veterans Benefits Administration, Blue Cross and Blue Shield, and large employer groups including General Motors, Ford Motor Company, Chrysler, Goodyear and the Boeing Company.

About Iatrogen

Iatrogen, LLC is the bioinformatics leader in products and services that enable consumers to use medicines more safely. Iatrogen evolved from the combined 50 years of experience of its founders in the clinical health and pharmaceutical outcomes industry. Located just outside Washington, DC in Herndon, Virginia, Iatrogen is composed of a team of highly qualified and experienced clinical pharmacists, epidemiologists, software designers, and IT professionals who manage the ongoing development and administration of the company's web and USB Flash Drive-based consumer products. For more information, visit http://www.rxwise.com.

About The Borenstein Group

The Borenstein Group, Inc. is a national integrated branding, marketing communications, advertising, and public relations agency that specializes in serving the strategic needs of growing technology companies in the Business-to-Business and Business-to-Government sectors. Ranked by Advertising Age as one of America's Top US Agencies, its sector specialty areas include telecommunications, systems integration, information technology, software, and biotechnology. Headquartered in Northern Virginia, The Borenstein Group's mission is to develop, build, deploy, and maintain creative technology brands in vertical and horizontal markets through strategic positioning and effective business communications. Representative clients include Marconi, Blue Canopy, Nine Yards Security, Iatrogen, LLC, CR Software, iGOV, Lucidiom, Anvicom, Pragmatics, Serco, TechAssist, MicroPact, Marlin Integrated Capital., and United States Army. For more information, visit www.borensteingroup.com

# # #