|
Activity Number:
|
131
|
|
Type:
|
Contributed
|
|
Date/Time:
|
Monday, August 3, 2009 : 8:30 AM to 10:20 AM
|
|
Sponsor:
|
Section on Statistics and Marketing
|
| Abstract - #304744 |
|
Title:
|
Determining Optimal Sample Amounts for Bucketed Mailings in Over-the-Counter Pharmaceutical Marketing
|
|
Author(s):
|
Martin B. Selzer*+
|
|
Companies:
|
KMK Consulting
|
|
Address:
|
72 Hedges Avenue, Chatham, NJ, 07928,
|
|
Keywords:
|
Pharmaceutical Marketing ; target selection ; medical sampling ; financial modeling
|
|
Abstract:
|
Pharmaceutical marketing often involves providing doctors with samples to distribute patients. One approach to such sampling is to have doctors request samples after contacting them through postal or electronic mailings. Important decisions in such mailings are to decide on physician targets and the number of samples to send each doctor. Also, when samples are sent it is not practical to send each doctor a required amount. Instead, bucket amounts are determined such that doctors in each bucket receive a certain number of samples. This research describes a methodology to determine the number of doctors to contact and how to bucket them so that they receive an optimal number of samples. The methodology uses financial data and forecasts of doctor recommendations.
|
