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Cegedim service provides 'integrated picture' of markets

Published on 01/12/04 at 10:46am

Pharmaceutical marketing data specialist Cegedim has launched a suite of new services to help pharma companies better understand their customers and markets.

Competition in the customer relationship marketing (CRM) and pharmaceutical data services field is increasingly competitive, with a number of rival companies developing more sophisticated and integrated marketing services to provide more value to customers.

Cegedim says its new Applied Market Intelligence service offers something new to the market.

"Many data suppliers are already providing value added services in response to these needs, but there are very few with the scope and capability to produce the fully integrated picture that is required.  The applied use of market intelligence, as opposed to CRM, offers advantages to both big and small pharmaceutical companies alike," a company spokesman said.

Cegedim says that in order to segment and target such a large group of people, highly detailed profiles are needed at an individual level.

The company, which recently fully acquired analysts Infopharm, has a database of 300,000 individual records and the Applied Market Intelligence service will allow companies to tailor their messages to groups of key individuals.

The views of key opinion leaders can be gauged via specialist market research within a therapeutic area, while Primary Care Organisation influence over prescribing decisions can be tracked via sales analysis. The company also offers panel-based research into PCO or patient groups' opinion.

Cegedim says the system will allow companies to precisely evaluate the size and potential for growth in any market.

Gareth Thomas, managing director of Cegedim UK, said: "Genuine market insight can not be gained by analysing transactions with individuals, which is the foundation stone of CRM. Instead, complete networks of influence need to be accurately determined to identify the correct targets for promotional activity as well as the content and method of promotion for each target."

He added that Cegedim's new service can consolidate and analyse large volumes of data from a variety of disparate sources, 'closing the loop' and offering pharma marketers the visibility and power to launch successful campaigns.






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