Advertising, promotion and medical detailing

Abstract:

The basic concept of the method consists in merging together all of a company’s data available on a sample of panel doctors. The data covers, first the drug and qualities prescribed by the panel, next the dates of the marketing actions performed on those doctors as recorded in the company's files. By comparing the actions performed on each individual doctor with the results obtained, one gets a measure of the relative effectiveness of past actions, which in turn gives indications on the most profitable actions to be performed during the next phase.

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