PromoTest™ – monitoring of promotional activity of pharmaceutical companies
The major objective of PromoTest™ research is a continuous monthly monitoring of promotional activity of the pharmaceutical companies among 15 specialties of physicians and pharmacists. The subject matter of the given research is:
- medical representatives’ activity
- symposia and conferences
- post-clinical studies
- mailings
- medical press readership
- TV advertisement
- medical prescriptions/recommendations
Since 2003 MDM has been annually conducting about 24 000 interviews within the framework of the syndicative project PromoTest™.
The object of study of PromoTest™ project appears to be both medical representatives’ activity and special campaigns conducted by pharmaceutical companies, specialized medical press monitoring, TV advertisement, and recommendations of pharmacists.
The survey allows evaluating current market situation as well as provides complete information for promotional strategy modification. It gives answers to the following questions:
- What promotional channels do competitors use?
- Which ones among them constitute a threat to business?
- How efficient is the promotional activity of the company?
- What target groups of doctors have the highest potential in prescribing particular groups of medications?
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