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4_Following the Script - Fugh-Berman and Ahari

4_Following the Script - Fugh-Berman and Ahari - in order...

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PLoS Medicine | www.plosmedicine.org 0624 in order to develop a strategy to change those prescriptions into Merck prescriptions” [6]. A Pharmaceutical Executive article states, “A physician’s prescribing value is a function of the opportunity to prescribe, plus his or her attitude toward prescribing, along with outside influences. By building these multiple dimensions into physicians’ profiles, it is possible to understand the ‘why’ behind the ‘what’ and ‘how’ of their behavior.” [7] To this end, some companies combine data sources. For example, Medical Marketing Service “enhances the AMA Masterfile with non-AMA data from a variety of sources to not only include demographic selections, but also behavioral and psychographic selections that help you to better target your perfect prospects” [8]. The goal of this demographic slicing and dicing is to identify physicians who are most susceptible to marketing efforts. One industry article suggests categorizing physicians as “hidden gems”: “Initially considered ‘low value’ because they are low prescribers, these physicians can change their prescribing habits after targeted, effective marketing.” “Growers” are “Physicians who are early adopters of a brand. Pharmaceutical companies employ retention strategies to continue to reinforce their growth behavior.” Physicians are considered “low value” “due to low category share and prescribing level” [9].
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