Campbell Alliance, an inVentiv Health company and management consulting firm, has launched Encuity Research, the firm's market research and analytics subsidiary.

The launch of Encuity Research immediately follows the acquisition of SDI Health's promotional and medical audit businesses from IMS Health, which closed March 20, 2012. Financial terms of the transaction were not disclosed.

“The audit businesses acquired from IMS will be combined with our existing market research and analytics service lines to create a very robust business that will drive accelerated growth for us in the market research segment,” said Nader Naeymi-Rad, CEO, Campbell Alliance.

Encuity Research, to be based in Newton, Penn., will provide a range of services to the pharmaceutical and biotech industry in five specific areas, including: custom quantitative research and analytics; qualitative research; key opinion leader identification and mapping; and message tracking, including Rapid Recall (SM) message effectiveness studies; syndicated audits, including the Metropolitan Area Promotional Audit, which tracks promotional activity across 15 specialty therapeutic areas; and a wide range of SDI Health medical and promotional audits acquired from IMS Health.

Michael Turner, a six-year veteran with Campbell Alliance, will serve as general manager of Encuity Research. Turner formerly served as vice president of brand management at Campbell Alliance, and before that in consulting and leadership positions at Cognizant and ZS Associates.