Interactive measurement of sales response


This paper reviews the effect of enhancing the value of a pharmaceutical panel by offering the monthly data as both printed reports and through an on-line database service. The panel, JIGSAW, has been running for some 24 months in the UK, based upon a panel of 400 doctors monitoring the use of prescriptions in 5 therapeutic areas. The data is collected by ISIS and then handed over to QUANTIME for data-editing, analysis and for incorporation into an on-line database for access through the interactive package - QUANVERT.

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