PMSA 2019 ANNUAL CONFERENCE
Visit us at Booth #5
Unlocking Your Brand’s Hidden Potential Through Dynamic Targeting Using ML Approaches
You can’t afford to miss the presentation of this paper. We’re presenting at the PMSA 2019 Annual Conference to be held April 14-17 in San Diego, CA. Please come and attend the presentation in the Track A session on Tuesday, April 16 from 10:45-11:30 a.m.
Abstract: Pharma targeting is all about reaching out to the most valuable customers – physicians or accounts— that are most likely to prescribe your brand to accelerate launch adoption and maximize depth of prescribing. Brand teams have a strategy in place to optimally allocate its limited sales and marketing budget to target its most valuable customers. Traditionally, the target list is based on historical market sales volume for launch brand and incorporates brand sales volume for in-market brand, and the list is typically revised quarterly, semi-annually or annually. Rep calls as well as other promotional tactics are executed based on this target list of physicians or accounts. However, traditional volumetric targeting approaches might not be sufficient when the underlying drivers of physician or account prescription are rapidly evolving in a dynamic market place where there is overcrowding of brands, expanding indications within the same therapeutic area, along with group practice affiliations, patient and managed care dynamics. This paper will discuss ways to address this challenge and stay ahead of the game.