Thinking Beyond the Average Patient

Pratap Khedkar, Jude Konzelmann

In an increasingly difficult business environment, pharmaceutical manufacturers must do everything possible to understand the factors that affect promotion effectiveness. Rigorous analysis of Anonymized Patient Level Data (APLD) provides novel insight into these factors.

Based on findings from a recent ZS Associates study, sales promotion efforts for as many as one-half of all targeted physicians could change significantly once these new data are factored into a company’s promotion strategy. The results have implications for pharma and biotech companies that rely on sales force effort — regardless of their size or market.

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