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7 August 2007: LONDON — Synovate Healthcare the healthcare arm of international research agency, Synovate – has announced the introduction of its Launch Uptake Normative Database. The database, the largest of its kind, is based on 279 brands that entered the UK market between 1987 and 2006. It covers key metrics such as sales force coverage and frequency of visits, spontaneous brand awareness and brand prescribing. The sample includes brands launched by big pharmaceutical firms as well as mid-size and small companies. Analysis is available by order of entry, select therapeutic classes and select companies, with normative monthly benchmarks available for the first two years post-launch. The Launch Uptake Normative Database is based on Synovate Healthcare's Jigsaw, the company's proprietary monitor of UK sales force effectiveness. Jigsaw collects information on promotional activity, product awareness, usage and reasons for drug choice via a weekly self-administered questionnaire completed by a panel of 400 General Practitioners. Data from the Launch Uptake Normative Database reveals that order of entry to market in the healthcare sector does not match that of industries with a first-mover advantage. On average, market pioneers in the healthcare arena fail to enjoy the same economic advantages as brands launched in the third and fourth positions. In terms of usage, these brands outperform the market pioneer by 15% during the initial 24 months post-launch. Commented Synovate Healthcare's Kim Lodge, architect of the Launch Uptake Normative Database, "This unique analysis enables business teams to more accurately predict and meaningfully benchmark the awareness and trial uptake of newly launched brands." For more information, please contact Kim Lodge at
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or on +1 609 450 4012. Contact for this press release
Jo Butcher
Senior Marketing Manager
Synovate Healthcare
Tel: +44 20 8246 6319
Send an email About Synovate Healthcare
Synovate Healthcare is the global specialist healthcare market research arm of Synovate, dedicated to delivering marketing insights to the pharmaceutical and healthcare industries. Synovate Healthcare employs 500+ healthcare market research professionals across Europe, US and Asia Pacific and offers global fieldwork capabilities. More information on Synovate Healthcare can be found at www.synovate.com/healthcare. About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 5,700 staff in 118 cities across 52 countries. For more information on Synovate visit www.synovate.com.
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