GfK Debuts Pharma Assessment Tool

GfK Market Measures - which provides health care marketing research services in the US - has launched a tool for pharmaceutical manufacturers to assess the value and impact of their managed markets, sales and marketing activities.

The new Managed Markets Monitor provides continuous audit and tracking of sales force interactions through quarterly reporting from a panel of more than 40 managed care decision makers, representing 48% of all commercially covered lives.

Respondents are asked to complete a three-minute web-based survey ('The Pulse') on a weekly basis to quantify the number and type of interactions that occurred in the past week. Over the course of four weeks, they are asked to complete a minimum of four, five-minute surveys ('The Particulars') to explore, in detail, a specific interaction that occurred within the past week.

GfK says the Monitor's ongoing measurement of key account management sales force effectiveness enables manufacturers to determine whether strategies and programs are on target or need refinement.

'Just as pharma sales management needs to assess effectiveness of its detail force, managed markets' management must understand how their own sales and marketing tools and techniques are being perceived by managed care decision makers,' explained Sue Ramspacher, SVP of Managed Markets Research.

The first quarterly report from Managed Markets Monitor will be available in early April 2009.

GfK Market Measures, which provides health care clients with a mix of custom and syndicated solutions, is a member of the GfK US Healthcare Companies, and part of the GfK Group.

Web site: www.gfkmm.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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