Abstract:

By understanding the role that patient factors play in the prescribing decision, pharmaceutical marketers will be better able to understand the behavior of their customers and in turn be better able to market their products to their customers’ needs.In addition the paper shows how this new approach can also help to position a product; and how commonly available data can be “mined” to develop a deeper understanding of how a product is being used, that is, for which “types” of patients or segments of patients is the drug being used.