Sanofi Pasteur MSD will use Gmap Consultings's Microvision market visualisation and territory software together with demographic data from the latest UK Census with hospital and GP data.
The data is provided by Binley's at postal and healthcare geography levels, including Primary Care organisation, RSA Brick and Strategic Health Authority, within a bespoke geographical information system.
By using Microvision, the group will be able to visualise each territory as a map and as a result understand the demographic characteristics of its catchment population.
Phil Lang, field operations manager at Sanofi Pasteur MSD, said: "This is an interesting and rewarding venture for us. Although we are extremely advanced as an industry in using different technologies, this is the first time we have been able to bring different datasets together and add a geographical perspective to it to deliver an insight into our sales territories and consumer audiences."
Sanofi Pasteur MSD was founded in 1994 as joint venture between Sanofi Pasteur and Merck & Co. It is the only European company dedicated exclusively to developing vaccines providing protection against diseases affecting all age groups.
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