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Normative Database for Pharma Launches
Synovate Healthcare has launched a normative database covering 279 pharmaceutical brands that entered the UK market between 1987 and 2006. The tool covers key metrics such as sales force coverage and visits, spontaneous brand awareness and prescribing.
The Launch Uptake Normative Database, billed as the largest of its kind, is based on the firm's Jigsaw proprietary monitor of UK sales force effectiveness. Jigsaw collects information on promotional activity, product awareness, usage and reasons for drug choice via a weekly self-administered questionnaire completed by a panel of 400 GPs.
The sample, including brands from all sizes of pharma firm, can be analysed by order of entry, select therapeutic classes and select companies, with normative monthly benchmarks available for the first two years post-launch.
Initial data reveals differences between the healthcare sector and others which demonstrate a 'first-mover advantage'. The company says that brands launched third and fourth on average outperform the market pioneer by 15% during the initial 24 months post-launch.
Kim Lodge, the database's architect, comments: 'This unique analysis enables business teams to more accurately predict and meaningfully benchmark the awareness and trial uptake of newly launched brands.'
Synovate Healthcare is the global specialist healthcare arm of Synovate and is online at www.synovate.com/healthcare.
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