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Pharmaceutical promotion to physicians is designed to drive brand positioning which in turn drives brand treatment choice (‘pen-to-paper’) as represented below. Promotional effectiveness along the physician treatment choice pathway has historically been poorly understood in Oncology markets due to a lack of robust integrated promotion and treatment data. Consequently efforts at resource allocation in these markets are rarely informed by robust, well-specified promotional response models. This presentation addresses this unmet need.
Click to view this ‘PMSA Poster‘ from our Commercial Effectiveness Consulting group.
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