IMS Health Data Firm Announces 3 Year Collaboration with AstraZeneca

Our Take:  Over the past several years so much emphasis has been placed upon drug promotional strategies being utilized by drug manufacturers that this article in Biopharm International caught our attention. IMS a data marketing firm will be providing the drug maker with access to records it says will help the drug maker better understand and demonstrate drug utilization patterns and reasons for which prescription medications are actually being prescribed and used. AstraZeneca indicates it will utilize the data to guide future R& D efforts.