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US Partners Launch Cancer Treatments Study
US agency Market Strategies Inc is joining forces with pharmaceutical specialist IntrinsiQ Research to launch a set of studies into oncologists' use of cancer treatments. The research will provide pharma and biotech clients with insights into the factors that influence prescribing behaviour.
The series, entitled 'The Power of Perception vs the Reality of Behavior', will examine how the use of treatments corresponds with doctors' beliefs, perceptions and attitudes. It will focus first on treatments for colorectal cancer, with results due later this year, and will then expand into breast cancer, lung cancer and myelodysplastic syndrome (MDS) next year.
Market Strategies will use its MSImpact modelling methodology to map the complex relationships surrounding physicians' experiences and perceptions. By incorporating IntrinsiQ's data on these same physicians' prescribing habits, the study will be able to analyse links between perceptions and behaviour. Clients will receive an interactive desktop tool that lets them create 'what if' scenarios to estimate the change in perceptions and product use that would result from various marketing interventions.
IntrinsiQ, which provides analysis of the US oncology market, is online at www.intrinsiq.com . Market Strategies Inc's web site is at www.marketstrategies.com .
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