The product gives real-time information to medical staff at the point of prescribing. The campaign is being targeted at decision-makers in primary care organisations through direct mail, advertising, PR and a new website.
The website will provide information about ScriptSwitch and show demonstrations of the software in action.
The DM campaign will be mailed to more than 300 contacts. PR will be targeted at trade magazines and medical websites, as well as the national and regional media by celebrating specific successes in partnerships with PCOs.
Mike Washburn, managing director of Scriptswitch, said: "ScriptSwitch has proved to be very successful and is currently in use at more than 50 primary care organisations.
Scriptswitch has identified a prospective market of 10,465 practices in the UK. With the pressure for PCOs to raise clinical standards, increase efficiency and be cost effective, Washburn believes Scriptswitch will be an important tool.
"I believe it's a breakthrough for the NHS and this is the start of a major initiative that will reach thousands of key decision-makers and boost sales."
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