REVIEWER: Jerry Kagan, manager Advanced Analytics at IMS HEALTH.

BACKGROUND: IMS HEALTH is the principal source of marketing and sales management information used by healthcare organizations throughout the world. In the U.S. alone, the company collects data from hundreds of thousands of sites, processing more than 165 billion records per month. Numerous health-care organizations use the collected data to help them make critical strategic marketing and CRM decisions such as market segmentation and sales promotion effectiveness. The ability to deliver timely, accurate, comprehensible and digitized data is thus very important for IMS HEALTH.

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