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IMS Tools Rate Pharma Promotion
IMS Health is launching a new range of tools for pharmaceutical marketers. The products - known as IMS Promo.360 - make use of industry benchmarks to measure promotion effectiveness and brand perception.
The portfolio combines the following consulting and syndicated offerings.- Promo.Cast - to forecast brand performance based on specific investment assumptions.
- Promo.Mix - for determining the optimal mix of promotional efforts.
- Promo.Return - for quantifying the impact and return of promotions.
- Promo.Message - to provide a view of efficacy and impact.
- Promo.Equity - to evaluate how companies are perceived by physicians.
- Promo.Detail - for monitoring and benchmarking field-force implementation of a brand strategy.
- Promo.Track - a syndicated offering that tracks the volume, type and variety of promotions in the market.
The solutions can be bought individually or as part of a customised, integrated solution.
Mary Beth Lawrence, General Manager of IMS Launch and Brand Management explains the context of the new offering: 'Today, pharmaceutical companies face an increasingly complex array of promotional options, with heightened public scrutiny of promotional investments and declining returns from traditional approaches.'
Lawrence says the new tools provide clients with an objective view of what's working and what's not, and help them make 'consistent, evidence-based decisions' about promotions, and deliver more effective product messages.
The company is online at www.imshealth.com.
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