Promotion Response

Our response analysis estimates individual customer behavior across a wide range of promotional vehicles. Our models are capable of measuring promotional effects using national level, prescriber level, or patient level promotional data.

The goal is to identify key customer segments & characteristics that differentiate behavior and are measurable.

• We group customers into relevant segments for each product.
  
• We measure the behavior of the customer -- in terms of increased sales, prescriptions, or new patient starts -- with respect to changes in sales effort.

Response curves are then adjusted based on anticipated marketing events.

For new product introductions or when call reporting data are not available, we use surrogate products and national audit data to estimate likely behavior.

Advantage^MS Early Adopter analysis is perfect to identify physicians who have written new Rx’s within a couple of months of product launch.

Clustering techniques are used to categorize physicians as early adopters, late adopters, faders, or laggards.

Clustering metrics are established that take into account both the pace of product uptake (measured in months) and rate of increased prescribing activity (measured in changes in Rx share).