Navigation Links
Research identifies marketing mix strategy for pharmaceutical firms
Date:8/30/2011

NEW YORK August 30, 2011 Research in Marketing Science by Professor Kamel Jedidi, John A. Howard Professor of Business, Marketing, Columbia Business School; Professor Oded Netzer, Philip H. Geier Jr. Associate Professor, Marketing, Columbia Business School; and Professor Ricardo Montoya, Department of Industrial Engineering, University of Chile, Santiago, Chile, reveals how pharmaceutical managers can maximize the return on marketing investments by determining the physicians to target as well as when and how to target them. The researchers investigate the effectiveness of detailing salesforce representatives visits to the doctor office to discuss specific drugs, and sampling free drug samples of the drug offered to the physicians to promote the drug, on the pharmaceutical firm's long-term profitability. The researchers find that both detailing and sampling have an enduring effect. The effect of these marketing actions can last up to 10 months after the marketing effort. The researchers' framework provides implications for customer management and maximizing long-run profitability.

The researchers aimed to determine if marketing actions, specifically detailing and sampling, influence physician's behavior, and if they had a short or long-term impact. To reach their findings, the team used an econometric model that accounts for dynamics in customer behavior and the short and long-term impacts of marketing actions. The study's data comprised of physician-level new prescriptions as well as detailing and sampling activities doctors received over a 24-month period after the launch of a new drug used to treat a medical condition in postmenopausal women.

Through the econometric model, the researchers segment the physicians into three prescription behavior states. Over time physicians transition between the prescription behavior states. Detailing was particularly effective as an acquisition tool, moving physicians from the inactive state, wher
'/>"/>

Contact: Sona Rai
sr2763@columbia.edu
212-854-5955
Columbia Business School
Source:Eurekalert

Page: 1 2

Related medicine news :

1. Fear of gray tsunami overblown: UBC research
2. Research aims to starve breast cancer cells
3. Stanford researchers invent sutureless method for joining blood vessels
4. Research Shows How Some Folks Resist Getting Sick With the Flu
5. Yale researchers use genetic code to engineer a living protein
6. Researchers developing new test to measure risk for birth defects and neuro-developmental disorders
7. Research shows heat in chili peppers can ease sinus problems
8. Study of HIV increase in Pakistan could benefit other research
9. Breast-Feeding Wont Prevent Kids Eczema, Researchers Say
10. Government subsidies to the US film industry promote youth smoking, argue researchers
11. Scripps Research scientists define cellular pathway essential to removing damaged mitochondria
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:8/27/2014)... (PRWEB) August 27, 2014 For nearly ... performances by the beloved mantra singers Deva Premal & ... Following the release of their latest album in May, ... down in twenty-two countries around the globe, including Russia, ... Argentina and across Europe. With a new album and ...
(Date:8/27/2014)... BESLER Consulting , a leading provider ... is pleased to announce that it has been named ... Companies. The list represents the most comprehensive look at ... , "It's been an exciting year for our company ... year's Inc. 5000 list,” said Jonathan Besler, BESLER’s President ...
(Date:8/27/2014)... August 27, 2014 Home Care ... care for seniors, is proud to announce the next ... upcoming webinar will feature Dr. Suzanne Steinbaum, attending cardiologist ... Hospital in New York City, National Spokesperson for the ... webinar will cover the issues surrounding women and heart ...
(Date:8/27/2014)... clinical trial participation in the largest ongoing observational study ... not representative of the larger patient base, according to ... Jay Udell. The study authors call into question the ... and suggest the use of broader enrollment criteria and ... know that clinical trials can be tremendously expensive and ...
(Date:8/27/2014)... (Lebanon, NH 8/27/14)Dartmouth cancer researchers developed and tested ... and environmental interactions that contribute to disease as ... , The approach fills a gap in ... from complex interactions among genetic and environmental factors. ... relevant interactions versus those that reflect chance combinations ...
Breaking Medicine News(10 mins):Health News:Deva Premal & Miten's Mantras For Life Tour Announced 2Health News:Deva Premal & Miten's Mantras For Life Tour Announced 3Health News:BESLER Consulting Among America’s Fastest Growing Private Companies 2Health News:Home Care Assistance of Scottsdale to Host Webinar on Heart Health, Featuring Dr. Suzanne Steinbaum 2Health News:Home Care Assistance of Scottsdale to Host Webinar on Heart Health, Featuring Dr. Suzanne Steinbaum 3Health News:Participants of cardiac clinic trials do not represent real world patients, study finds 2Health News:Dartmouth isolates environmental influences in genome-wide association studies 2
... study, there is a connection between certain bacteria in ... of using probiotics to treat autism.// ... this study. Though the results are very preliminary, he ... propose any link between autism and childhood vaccinations. ...
... of medical tourism has created new vistas, enabling a ... world.// In the race for being the best in ... the industry’s powerful trident - Pharmaceutical Industry, Doctors and ... well as diseases”, said Karl Marx, and what better ...
... from Spain are not too comfortable with the outcome of ... grace//, could carry a risk of formation of fatal blood ... 2000 as an upgraded version of bare-metal stents. ... have the drug-lined versions of the stents, which are designed ...
... Attention Deficit Hyperactivity Disorder (ADHD) cannot sit calmly at ... health professionals and parents are familiar with the symptoms, ... topic. ,The FDA has given instructions that ... should put up warnings about the possible side effects ...
... James, the British chairman of the International Obesity Task ... the obesity epidemic in poor countries. ,"The ... which subsidize and distort the market to make fats ... James said at the 10th International Obesity Congress in ...
... 150th anniversary celebrations of Madras University, his alma mater ... institutions in India. ,Speaking on the occasion, ... "Good teaching emanates from research. Any university is judged ... academics here. ,He opened a virtual university ...
Cached Medicine News:Health News:Probiotics – a probable treatment for Autis 2Health News:Chemistry Over The Counter: Is It Just What The Doctor Ordered? 2Health News:Chemistry Over The Counter: Is It Just What The Doctor Ordered? 3Health News:Chemistry Over The Counter: Is It Just What The Doctor Ordered? 4Health News:Alternative therapies for ADHD 2Health News:Alternative therapies for ADHD 3Health News:President Launches Madras University's 150th Year Celebrations 2
(Date:8/27/2014)... Calif. , Aug. 27, 2014 /PRNewswire-iReach/ -- ... response system design, blended emergency medical training and ... (automated external defibrillator) training from the Department ... Army Reserve 81 st Regional Support ... and Investigations contract includes nationwide CPR/AED/First Aid training. ...
(Date:8/27/2014)... Auxilium Pharmaceuticals , Inc. (NASDAQ: AUXL ), ... certain members of the executive management team will participate ... September 8-10, 2014 in New York ... President, is scheduled to present an overview of the ... on Wednesday, September 10, 2014. The presentation ...
(Date:8/27/2014)... NEW YORK and LONDON , Aug. ... market research solutions, MarketResearch.com is pleased to announce ... Information Medical Devices Knowledge Center. The ... hosting the latest market research in the healthcare ... of reports from industry expert, Kalorama Information, published ...
Breaking Medicine Technology:Emergency University Equips Homeland Security, Army Reserve with SCA Response Program to Save Lives of Sudden Cardiac Arrest Victims 2Emergency University Equips Homeland Security, Army Reserve with SCA Response Program to Save Lives of Sudden Cardiac Arrest Victims 3Auxilium Pharmaceuticals, Inc. To Present At The Morgan Stanley Healthcare Conference 2Auxilium Pharmaceuticals, Inc. To Present At The Morgan Stanley Healthcare Conference 3MarketResearch.com: New Medical Devices Research Reports Added to Kalorama Information Knowledge Center 2MarketResearch.com: New Medical Devices Research Reports Added to Kalorama Information Knowledge Center 3
... produced by the anterior pituitary gland. Like other ... consists of subunits designated as alpha and beta. ... ELISA method. The samples and diluted anti-FSH-HRP conjugate ... to FSH beta subunit. FSH in the patients ...
... a glycoprotein hormone secreted by the ... and TSH, the intact FSH molecule ... alpha- and beta-subunits. Its production and ... (GnRH) from the hypothalamus. GnRH release ...
... II Direct to High Res SSP kits provide high ... tray. Locus specific typing on a single tray reduces ... Straight from genomic DNA to high resolution results, no ... typing with a single tray , Unique reaction pattern ...
... Direct to High Res SSP kits provide high resolution ... Locus specific typing on a single tray reduces QC ... from genomic DNA to high resolution results, no need ... with a single tray , Unique reaction pattern for ...
Medicine Products: