Tracking physician promotional awareness--internationally and at a lower cost

August 17, 2009
Pharmaceutical Commerce, Pharmaceutical Commerce - July/August 2009,

IMS Health rolls out Global Message IQ service for syndicated market research

As part of the company’s Promo-Track service, which audits the effects (and effectiveness) of promotional campaigns by pharma manufacturers, IMS Health (Norwalk, CT) is now offering Global Message IQ. The service uses prescriber panels in six countries (now; it will have 18 countries by year-end) to audit promotional campaigns on an ongoing basis. Typical applications include product launch assessments, ongoing competitive analysis, or testing the effects of alternative promotional media (rep visits, e-detailing and the like).

“Typcially, manufacturers commission custom studies for audits like this,” says Liz Coyle, GM of commercial research at IMS Health. “That is limited to 200-300 respondents, and usually one nation’s market. And it’s expensive.” By contrast, Coyle says, the Promo-Track service offers 6,000 physicians (with more being added), and because of the syndicated (shared) service, the cost can be as little as 30% of that of a custom study.

The countries for which the service is available now are Canada, France, Italy, Spain, the UK, and the US.