BinSina Pharmacy, a leading retail pharmacy chain, has tied up with Acorn Research to launch a nationwide research tool that will enable all healthcare and pharma companies to access real time market, customer and competitive intelligence.

Accorn Research, an innovative healthcare research and consultancy group, will utilise the latest in field research and benchmark surveying techniques using touch screen survey devices to capture feedback from visitors to BinSina Pharmacy.

Under the partnership, the two will use award winning, intelligence-based survey solutions to revolutionise both the healthcare system and the nation's pharmaceutical industry to enable research-based decision making, said a top official.

“This step marks a significant leap in terms of leveraging state of the art solutions to upgrade pharmaceutical and healthcare services in the region,” said Ayman Hanbali, marketing manager, BinSina Pharmacy.

“We are truly honoured to be partners with Acorn Research in this important initiative which we can confidently say will add a whole new dimension to the healthcare services in the Middle East,” he remarked.

"We are delighted to partner with BinSina, the region’s leading pharmaceutical chain, to take healthcare research to a higher level and provide the much needed information to key stakeholders," said Ameera Youssef, regional research director of Acorn Research.

"Acorn Research will utilise the latest in field research and benchmark surveying techniques using touch screen survey devices to capture feedback from visitors to BinSina Pharmacy. BinSina has 5 million customers visiting its pharmacies each year and serves up to 14,000 customers a day,” she noted.

Youssef said, "This tool will ultimately supply the healthcare industry with market and customer intelligence. We will be able to conduct both customized and syndicated research, a buyers’ profile study and eventually map certain pharmaceutical products and tailor made research solutions for industry players."

"This research will be of particular importance to the pharmaceutical, insurance and healthcare providers. This initiative could also be of importance to the health authorities as it can be a direct communication and feedback tool in real time for tracking information, suggestions or complaints," she added.

According to her, the benefits of this multi-use tool are huge. "Customer intelligence can enable senior level to define, understand and measure the customer experience, identify customers’ needs, perceptions and expectations, maximize loyalty and retention, gain market and competitive intelligence and can also be used for product testing," she added.-TradeArabia News Service