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:9/20/2014)... Recently, Best Cheap Hosting USA (best-cheap-hosting-usa.com), a leading ... The new site provides the latest reviews on ... Here, people can find a lot of information ... has recommended some excellent web hosting suppliers for ... web hosting suppliers, InMotion ( http://www.best-cheap-hosting-usa.com/go/InMotion/ ), keeps ...
(Date:9/20/2014)... September 20, 2014 Plumbing construction ... out of 5, indicating a moderately favorable purchasing environment ... score reflects current and future pricing trends that will ... prices. Other factors that negatively affect buyer power are ... construction and the moderate switching costs. Buyers benefit, however, ...
(Date:9/20/2014)... 20, 2014 The Arizona Advanced ... is celebrating National Manufacturing Day by opening its doors ... processing and additive manufacturing labs will be offered between ... at MCC’s Southern and Dobson campus (1833 W. Southern ... Lot D. , The AzAMI at MCC was established ...
(Date:9/19/2014)... Nearly 780 Risperdal lawsuits are moving ... a meeting took place to discuss the next steps ... the court’s mass tort program. Attorneys for the plaintiffs ... at the Complex Litigation Center in Philadelphia’s City Hall ... The Risperdal lawsuits filed against Johnson & Johnson and ...
(Date:9/19/2014)... September 19, 2014 BearCom, a ... today detailed the key role played by instant, ... in the healthcare industry. , “In healthcare, ... care – and in emergency situations, can save ... life and death,” said Hugh Johnston, Product & ...
Breaking Medicine News(10 mins):Health News:Best Cheap Hosting USA Launches Its New Website And Recommends InMotion To Worldwide People 2Health News:Plumbing Construction Services Procurement Category Market Research Report from IBISWorld Has Been Updated 2Health News:Plumbing Construction Services Procurement Category Market Research Report from IBISWorld Has Been Updated 3Health News:Plumbing Construction Services Procurement Category Market Research Report from IBISWorld Has Been Updated 4Health News:National Manufacturing Day Open House at Mesa Community College Oct. 3 2Health News:Risperdal Lawsuits Move Forward As Attorneys Meet To Discuss Litigation, Reports Wright & Schulte LLC 2Health News:Risperdal Lawsuits Move Forward As Attorneys Meet To Discuss Litigation, Reports Wright & Schulte LLC 3Health News:Risperdal Lawsuits Move Forward As Attorneys Meet To Discuss Litigation, Reports Wright & Schulte LLC 4Health News:BearCom Releases Guidelines on Using Two-Way Radios to Improve Communications and Enhance Patient Service in Healthcare 2Health News:BearCom Releases Guidelines on Using Two-Way Radios to Improve Communications and Enhance Patient Service in Healthcare 3Health News:BearCom Releases Guidelines on Using Two-Way Radios to Improve Communications and Enhance Patient Service in Healthcare 4
... CT angiography utilizing prospective electrocardiographic (ECG) gating produces ... dose when compared to retrospective ECG gating, according ... Roentgen Ray Society,s annual meeting. , The study ... the University Hospitals Case Medical Center, in Cleveland, ...
... TUESDAY, May 3 (HealthDay News) -- The U.S. Food ... are cracking down on manufacturers of over-the-counter products that ... The agencies jointly sent letters to companies including ... that their products are unproven and violate federal law, ...
... HealthDay Reporter , TUESDAY, May 3 (HealthDay News) -- ... lower their blood sugar level more effectively than just receiving ... review of data. After analyzing the results of ... for longer periods of time was better at bringing blood ...
... to play a key role in tumor survival, a research ... MD Anderson Cancer Center reports in an advance online publication ... suggests that the little-studied protein binds to the tumor-suppressing protein ... it for destruction by proteasomes, which degrade proteins and recycle ...
... HealthDay Reporter , TUESDAY, May 3 (HealthDay News) ... new U.S. study have TVs available for children to watch, ... Academy of Pediatrics, guidelines for television exposure in young kids. ... at daycares may be missing out on the kind of ...
... Cell biologist Daniel Gottschling, Ph.D., a member of the ... been elected to membership in the National Academy of Sciences. ... that can be accorded a U.S. scientist or engineer. "I ... peers," said Gottschling, who will be inducted into the Academy ...
Cached Medicine News:Health News:Low-dose chest CT effective in reducing radiation for evaluation of cardiothoracic surgery patients 2Health News:U.S. Officials Take Aim at Questionable STD Products 2Health News:Structured Exercise Programs Help Lower Blood Sugar, Study Finds 2Health News:Structured Exercise Programs Help Lower Blood Sugar, Study Finds 3Health News:Protein identified as enemy of vital tumor suppressor PTEN 2Health News:TVs Common in Daycare Centers, Flouting Guidelines 2Health News:TVs Common in Daycare Centers, Flouting Guidelines 3Health News:Cell biologist Daniel Gottschling elected to National Academy of Sciences 2
(Date:9/19/2014)... , Sept. 19, 2014 The Parenteral Drug ... harmonize global post-approval changes protocols. The ... the topic expressed by industry participants and regulatory authority ... this month in Washington, DC . ... on hand for the workshop. Attendees indicated openness to ...
(Date:9/19/2014)... 19, 2014 /PRNewswire-iReach/ -- "United States ... provides key market data on the ... The report provides value, in millions ... units) within market categories – Bronchoscopes, ... & Gastroscopes, Duodenoscopes, Laparoscopes, Hysteroscopes, Sinuscopes, ...
(Date:9/19/2014)... , Sept. 19, 2014  The board of ... declared a quarterly cash dividend of $0.42 per share.  ... 17, 2014 to stockholders of record at the close ... AbbVie AbbVie is a global, research-based biopharmaceutical company formed ... is to use its expertise, dedicated people and unique ...
Breaking Medicine Technology:PDA Launches Effort to Harmonize Global Post-Approval Changes Protocols 2United States General Surgery Devices Market to 2020 - Endoscopy, Bariatric Surgery, Aesthetic Lasers and Energy, Biopsy Devices, Hernia Repair, Non-Vascular Stents 2United States General Surgery Devices Market to 2020 - Endoscopy, Bariatric Surgery, Aesthetic Lasers and Energy, Biopsy Devices, Hernia Repair, Non-Vascular Stents 3United States General Surgery Devices Market to 2020 - Endoscopy, Bariatric Surgery, Aesthetic Lasers and Energy, Biopsy Devices, Hernia Repair, Non-Vascular Stents 4United States General Surgery Devices Market to 2020 - Endoscopy, Bariatric Surgery, Aesthetic Lasers and Energy, Biopsy Devices, Hernia Repair, Non-Vascular Stents 5
... 31, 2011 Reportlinker.com announces that a ... its catalogue: Germany Surgical ... http://www.reportlinker.com/p0254518/Germany-Surgical-Equipment-Market-Outlook-to-2016.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Surgical_Equipment Germany ... Summary GlobalData,s ...
... Pacira Pharmaceuticals, Inc. (Nasdaq: PCRX ), an ... the third quarter ended September 30, 2011 and provided ... (FDA) approval of EXPAREL™ (bupivacaine liposome injectable suspension) and ... "With the broad postsurgical pain management label granted ...
Cached Medicine Technology:Germany Surgical Equipment Market Outlook to 2016 2Germany Surgical Equipment Market Outlook to 2016 3Germany Surgical Equipment Market Outlook to 2016 4Germany Surgical Equipment Market Outlook to 2016 5Germany Surgical Equipment Market Outlook to 2016 6Germany Surgical Equipment Market Outlook to 2016 7Germany Surgical Equipment Market Outlook to 2016 8Germany Surgical Equipment Market Outlook to 2016 9Pacira Pharmaceuticals, Inc. Reports Third Quarter 2011 Financial Results 2Pacira Pharmaceuticals, Inc. Reports Third Quarter 2011 Financial Results 3Pacira Pharmaceuticals, Inc. Reports Third Quarter 2011 Financial Results 4Pacira Pharmaceuticals, Inc. Reports Third Quarter 2011 Financial Results 5Pacira Pharmaceuticals, Inc. Reports Third Quarter 2011 Financial Results 6Pacira Pharmaceuticals, Inc. Reports Third Quarter 2011 Financial Results 7Pacira Pharmaceuticals, Inc. Reports Third Quarter 2011 Financial Results 8Pacira Pharmaceuticals, Inc. Reports Third Quarter 2011 Financial Results 9
... immersion objective has a higher numerical aperture ... media helps eliminate surface,reflections and provides an ... excellent objective for fluorescence, brightfield and DIC ... correction collar that allows it to be ...
... is a very versatile light source ... variety of applications anytime a Zeiss ... illumination with optimum protection without heating ... most economical cold-light source that completes ...
... a complete line of ... halogen light sources that ... A solid-state dimmer provides ... our exclusive Modulamp assembly ...
Standard 20x long working distance objectives for greater magnifications of your microtools....
Medicine Products: