Product penetration and market share depend on market characteristics, product attributes and promotional efforts
DATA MEASURES
IMS Analogue Planner contains penetration curves for products and molecules since in each covered country using IMS Health retail sales, prescription and unit data:
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Local currency (LC)
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US Dollars (USD)
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Standard units (SU)
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Prescription (Rx) - Retail only
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Market share at ATC3 level
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Market share at ACT4 level
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Promotional data (USD and LC at ATC4 level) - Retail only
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ROI (sales vs promo effectiveness) - Retail only
Each product has up to 30 quarters from launch for each of the data measures: LC, USD, SU, Rx and market share + 2 years of promotional and ROI data.
ATTRIBUTES MATCHING CRITERIA
The following information on market characteristics and attributes is available with IMS Analogue Planner:
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Added value or 'me-to'
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Co-marketing
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Cost per day/price differential
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Disease type (chronic or acute)
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Market type (satisfied/unsatisfied)
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Order of entry
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Prescription growth (growing/static/declining)
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Sales growth (growing/static/declining)
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Promotional expenditure
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Share of voice
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Reimbursement status
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Line extensions (time and form)
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Innovation
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