IMS Health Launches Campaign Assessment Tool

Pharma market research giant IMS Health has launched a web-based tool which it claims provides an alternative to custom primary market research for assessing brand promotional campaigns.

IMS Global Message IQ is the latest addition to IMS Promo Track; the company's syndicated audit that measures the impact of pharmaceutical promotional activities.

By aggregating message recall of syndicated prescriber panel studies, the new tool eliminates the time and effort associated with designing and conducting custom market research studies. It is currently available in six countries - Canada, France, Italy, Spain, the UK and US - and eighteen more will be added by the end of the year.

'With IMS Global Message IQ, clients can quickly leverage ongoing, syndicated primary research in key markets worldwide to help them understand which promotional messages resonate with prescribers, and which are the most credible and effective,' stated Liz Coyle, General Manager of Commercial Research.

Last month, the firm reported a 19% drop in Q2 profit to $62.9m from $77.7m a year earlier. As a consequence, the firm is planning to shed a total of 850 staff, or 11% of its global workforce.

The company, which operates in more than 100 countries, is online at www.imshealth.com .