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New Tracking Tool from IMS
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17/10/2000
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IMS HEALTH has launched MIDAS Dispensed RX, a comprehensive strategic
pharmaceutical marketing tool that tracks both the volume and value of
prescription drugs dispensed in the pharmacies of leading pharmaceutical
markets worldwide.
The service measures the movement of prescription drugs out of pharmacies
against a formal prescription, as well as the quantity of drugs actually
dispensed and not just prescribed -- a critical measure in markets where
generic drug substitution is permitted. In addition, the service analyses
dispensing volumes by prescriber type, enabling pharmaceutical manufacturers
to determine which prescribers are likely to be early adopters of new
products so they can deploy their targeting and promotional efforts with
greater precision and cost-effectiveness.
MIDAS Dispensed RX tracks the pharmaceutical markets of Belgium, Canada,
France, Germany, Italy, the Netherlands, the UK and the USA.
According to Clare McGettigan, marketing director, IMS Health, “With
pharmaceutical companies now launching products simultaneously in multiple
countries, the insights available through this new service become
increasingly meaningful and valuable. MIDAS Dispensed RX is all about
tracking prescription and prescriber volumes so that pharmaceutical
manufacturers can adapt instantly to the shifting competitive landscape.”
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