Abstract:
The basic concept of the method consists in merging together all of a companyâs 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.
This could also be of interest:
Research Papers
Advertising, promotion and medical detailing
Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: Jean-Mathieu Paoli
 
June 15, 1970
Research Papers
Decoding medical advertising
Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Peter Cooper
Company: QRi Consulting Ltd.
February 27, 1985
Research Papers
Experimental detailing
Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Hans H. Hapke
 
June 15, 1986
