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MARS Launch to Aid Medical Media Planning
In the US, Kantar Media's medical research unit MARS (multimedia audience research systems) has launched a media planning and buying system to provide competitor data, healthcare readership surveys and media publisher rates to the medical media services industry.
The MARS Medical service includes web-based media usage research studies among healthcare professionals, packaged with competitive media advertising data and ad scans.
The firm says its new service provides improved media planning flexibility, the integration of multiple medical studies, a newly created Agency-of-Record function, and an accounting interface.
Future enhancements to the tool will include media schedule optimisation based on client targets and interactive market share reports.
MARS is online at www.kmr-group.com.
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