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Image Radar Switched On
GfK HealthCare Asia has launched Image Radar, a tool to help clients benchmark their sales representatives and corporate image against the competition. Available now in Malaysia, the new service will be progressively launched in other Asian markets soon.
Image Radar, the first launch from the firm's recently established Syndicated Services division, captures physicians' opinions on 16 personal attributes of the sales force and ranks them for their importance to prescribing physicians. The top 12 pharmaceutical manufacturers in the market are tracked, along with the client if not among them. Results are split down by private and public sector, clinics and hospitals, by region, and within unique speciality areas.
Kenneth Walsh, the firm's Director of Syndicated and Surveys, says that understanding how to actively manage key doctor relationships is the key to improving sales force productivity. 'We have developed an instrument that helps pharmaceutical companies understand how doctors perceive their sales force activities and how they impact prescribing,” explains for GfK HealthCare Asia. ”With the launch of Image Radar pharmaceutical companies can acquire market intelligence that not only highlights their strengths and weaknesses, but places them in context of the competition. This is a critical improvement for an increasingly competitive industry in the Asia-Pacific region'.
GfK HealthCare Asia is a specialist group of GfK, online at www.gfk.com .
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