GfK launched a new product—Flashpoints—allowing marketers to survey 100 physicians in one week.
The offering will provide a snapshot of physician behaviors or perceptions as they react to a market event or drug launch, for example. The customized survey allows for five close-ended questions, with the option of using open-ended questions for an additional charge, according to a GfK statement. "In circumstances where clients only require a topline market pulse on a given issue-of-the-moment—or when a decision needs to be made imminently—FlashPoints serves as an efficient way to gather reliable, representative and rapid feedback, said Maureen McLaughlin, chief marketing officer at GfK Healthcare, in the statement.
GfK is billing the service as the only one of its kind available. A spokesperson for IMS Health said IMS doesn't offer a comparable one-week survey, but can provide survey results for over 3,000 physicians on a quarterly basis for clients.