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題名 優化行銷有效性-以藥品行銷市場為例
Optimize Marketing Effectiveness in Pharmaceutical Industry
作者 戴綻鈴
Dai, Irene
貢獻者 吳文傑
Wu, Jack
戴綻鈴
Dai, Irene
關鍵詞 優化
行銷有效性
藥品市場
Optimization
Marketing Effectiveness
Pharmaceutical Industry
日期 2012
上傳時間 2-Sep-2013 16:16:33 (UTC+8)
摘要 Measuring marketing effectiveness is critical for marketers as the pharmaceutical industry is under great pressure for cost control. Pharmaceutical marketers need to optimally allocate these resources and ensure that they achieve the highest possible return on investment for the firm. Pharmaceutical manufacturers utilize a variety of marketing vehicles to promote their products to physicians and consumers. At the physician level, effects of detailing are typically identified to be positive. Direct- to-consumer advertising does impact the choice probability, but the impact of promotions aimed directly at physicians is significantly higher. Measuring value of marketing activities is important for a company to achieve a profit margin and best allocate its resources. To define and deliver quantitative measurements that justify how investment in specific marketing programs are paying off, marketers need metrics to show that their programs work. Then, selected metrics should be meaningful and related to financial performance. There are a few metrics regularly used by marketers such as brand awareness, market share, consumer attitudes toward brand, purchase intention, return on investment, lifetime value of an activity, and brand equity. The paper uses a case study to review and evaluate the effectiveness of a marketing plan for a new launch product. Specifically, return on investment (ROI) for patient programs and lifetime value of activity (LVA) for physician education programs were calculated in the case study. A company is able to increase sales profit by reallocating resources to activities with higher ROI and LVA. To conclude, marketers need to identify meaningful metrics, set up a tracking process, and regularly follow up all relevant marketing activities. The process of measuring marketing effectiveness through the tracking process will help companies to understand how the marketing activities work and whether these programs deliver profitable value growth. The follow up action to fine-tune budget plans can then optimize return of marketing investment and maximize profitability.
1. Introduction 1
     2. Pharmaceutical Marketing Activities 3
     2.1. Effect of Single Promotion Activity 5
     2.1.1. Detailing 5
     2.1.2. DTC 6
     2.1.3. Comparison of Different Promotion Activity 7
     2.2. Interaction Effect of Promotion Activities and Marketing Mix Model 7
     3. Measuring Marketing Effectiveness 9
     3.1. ROI in Pharmaceutical Marketing 9
     3.2. Defining Meaningful and Manageable Metrics 9
     4. Case Study 12
     4.1. Overview of the Health Market in Taiwan 12
     4.1.1. Healthcare System 12
     4.1.2. Healthcare Expenditure 13
     4.1.3. Pharmaceutical Market in Taiwan 13
     4.2. Background of the Case 14
     4.3. Measuring Marketing Effectiveness 17
     4.3.1. Use Metrics to Review Marketing Effectiveness Results 20
     4.3.2. Optimize Marketing Effectiveness 23
     5. Conclusion 25
     Reference 33
參考文獻 Ackerly, D.C., Glickman, S. and Schulman, K.(2010). Economic content in medical journal advertisements for medical devices and prescription drugs. Pharmacoeconomics, 28(2), 429-38.
     Bates, A. (2008). Using ROI data for effective decision making in pharmaceutical marketing. Eularis Report.
     Berndt, E. R., Bui, L., Reiley, D. R., & Urban, G. L. (1995). Information, marketing, and pricing in the U.S. antiulcer drug market. American Economic Review, 85(2), 100−105.
     Brekke, K. and Kuhn, M. (2006). Direct to consumer advertising in pharmaceutical markets. Journal of Health Economics, 25(1), 102-30.
     Caleb, A., Zhang, J. and Basu, A. (2008). Characteristics of patients receiving pharmaceutical samples and association between sample receipt and out-of-pocket prescription costs. Medical Care, 46(4), 394-402.
     Chao,T.F., Liu, C.J.,Chen, S.J., Wang, K.L.,Lin, Y.J., Chang, S.L.,Lo, L.W, Hu, Y.F.,Tuan, T.C.,Wu, T.J.,Chen, T.J.,Tsao, H.M., Chen, S.A. (2012). Atrial fibrillation and the risk of ischemic stroke: does it still matter in patients with a CHA2DS2-VASc score of 0 or 1? Stroke, 43(10), 2551-5.
     Connolly, S.J., Ezekowitz, M.D., Yusuf S, Eikelboom J, Oldgren J, Parekh A, Pogue J, Reilly PA, Themeles E, Varrone J, Wang S, Alings M, Xavier D, Zhu J, Diaz R, Lewis BS, Darius H, Diener HC, Joyner CD, Wallentin L. RE-LY Steering Committee and Investigators(2009). Dabigatran vs. warfarin in patients with atrial fibrillation. N Engl J Med, 361, 1139–1151.
     Cutrona, S., Woolhandler, S., Lasser, K., Bor, D., McCormick, D. and Himmelstein, D. (2008). Characteristics of recipients of free prescription drug samples: a nationally representative analysis. American Journal of Public Health, 98(2), 284-9.
     Ding, M., & Eliashberg, J. (2008). A dynamic competitive forecasting model incorporating dyadic decision making. Management Science, 54(4), 820−834.
     Donohue, J. M., & Berndt, E. R. (2004a). Effects of direct-to-consumer advertising on medication choice: the case of antidepressants. Journal of Public Policy & Marketing, 23(2), 115−127.
     Donohue, J.M., Berndt, E.R., Epstein, A.M., Frank, R.G., (2004b). Effects of Pharmaceutical Promotion on Adherence to Guideline Treatment of Depression. Medical Care, 42(12), 1176–1185.
     Donohue, J., Cevasco, M. and Rosenthal, M. (2007). A decade of direct-to-consumer advertising of prescription drugs. New England Journal of Medicine, 357(7), 673-81.
     Gagnon, M. A., & Lexchin, J. (2008). The cost of pushing pills: a new estimate of pharmaceutical promotion expenditures in the United States. Plos Medicine, 5(1), 29−33.
     Garnder, D., Mintzes, B. and Ostry, A. (2003). Direct-to-consumer prescription advertising in Canada: permission by default? Canadian Medical Association Journal, 169(5), 425-7.
     IMS Health Annual Report (2007), available at: http://library.corporate-ir.net/library/67/671/67124/items/285451/IMS2007AnnualReport.pdf.
     IMS Health Annual Report (2010), Total US promotional spend by type, 2009, available at: www.imshealth.com/deployedfiles/imshealth/Global/Content/StaticFile/Top_Line_Data/PromoUpdate2009.pdf.
     IMS Health Annual Report (2013), IMS Market Prognosis 2013-2017 report.
     Jin, H., Ryan, J., Vail, S. (2008) Assessing the Impact of Unmodeled Marketing Activities on Pharmaceutical Detailing ROI. DMA Analytics Annual Journal, 29-36
     Kalyanaram, G. (2009). The endogenous modeling of the effect of direct-to-consumer advertising in prescription drugs, International Journal of Pharmaceutical and Healthcare Marketing, 3(2), 137-48.
     Kvesic, D.Z. (2008). Product life cycle management: marketing strategies for the pharmaceutical industry. Journal of medical marketing. 8(4), 293-301.
     Kremer, S., T., Bijmolt, T., H., Leeflang, P., Wieringa, J. (2008). Generalizations on the effectiveness of pharmaceutical promotional expenditures. Int J of Research in Marketing, 25(4), 234-246.
     Lehman, Donald R. (2002). Linking Marketing Decisions to Financial Performance and Firm Value,” MSI Executive Overview,March , 1-5.
     Ling, D. C., Berndt, E. R., & Kyle, M. K. (2002). Deregulating direct-to-consumer marketing of prescription drugs: effects on prescription and over-the-counter product sales. Journal of Law and Economics, 45(2), 691−723.
     Lin, L.J., Cheng, M.H., Lee, C.H., Wung, D.C., Cheng, C.L., Kao, Yang, Y.H. (2008). Compliance with antithrombotic prescribing guidelines for patients with atrial fibrillation – a nationwide descriptive study in Taiwan. Clin Ther, 30(9), 1726–1736.
     Mack J., Why pharmaceutical marketers ignore ROI? (2008) Pharma Marketing News (June/July).
     Manchanda, P., Rossi, P. E., & Chintagunta, P. K. (2004a). Response modeling with nonrandom marketing-mix variables. Journal of Marketing Research, 41(4), 467−478.
     Manchanda, P., Dong, X. J., Chintagunta, P. K. (2004b). A Multicategory Model of Physician Prescription Behavior. Working Paper, University of Chicago.
     Manchanda, P.,Wittink,D.R.,Ching, A., Cleanthous, P., Ding,M.,Dong, X. J. J., Leeflang, P. S. H.,Misra, S.,Mizik, N., Narayanan, S., Steenburgh, T.,Wieringa, J. E.,Wosinska,M., & Xie, Y.(2005). Understanding firm, physician and consumer choice behavior in the pharmaceutical industry. Marketing Letters, 16(3–4), 293−308.
     Manchanda, P., Xie, Y., & Youn, N. (2007). The role of targeted communication and contagion in product adoption. Working paper, University of Chicago, Rutgers University, and University of Washington.
     Miller, R. (1973). Prescribing Habits of Physicians: A Review of Studies on Prescribing of Drugs, Ann Pharmacother, 7, 557-564
     Mizik, N., & Jacobson, R. (2004). Are physicians “easy marks”? Quantifying the effects of detailing and sampling on newprescriptions. Management Science, 50(12), 1704−1715.
     Mukherji, P. (2004). Estimating the effects of direct-to-consumer advertising for prescription medicines: a natural experiment. Marketing Science Conference, Rotterdam Proceedings, 48.
     Narayanan, S., Desiraju, R., & Chintagunta, P. K. (2004). Return on investment implications for pharmaceutical promotional expenditures: the role of marketing-mix interactions. Journal of Marketing, 68(4), 90−105.
     Narayanan, Sridhar, Puneet Manchanda, and Pradeep K. Chintagunta. (2005). Temporal Differences in the Role of Marketing Communication in New Products Categories. Journal of Marketing Research 42(August), 278–290.
     Neslin, S. (2001). ROI Analysis of Pharmaceutical Promotion: An Independent Study. unpublished study conducted for the Association of Medical Publications.
     Parsons, L. J., & Vanden Abeele, P. (1981). Analysis of sales call effectiveness. Journal of Marketing Research, 18(1), 107−113.
     Potpara, T. S., & Lip, G.Y. (2011). Lone atrial fibrillation: what is known and what is to come. Int J Clin Pract, 65, 446–457.
     Singh, T., and Smith, D. (2005). Direct-to-consumer prescription drug advertising: a study of consumer attitudes and behavioral intentions. Journal of Consumer Marketing, 22, 369−378.
     Stremersch, S., & Van Dyck,W. (2008). Marketing of the life sciences: A new framework and research agenda for a nascent field. Working paper, Erasmus University Rotterdam and Tilburg University.
     Venkataraman, S., & Stremersch, S. (2007). The debate on influencing doctors` decisions: are drug characteristics the missing link? Management Science, 53(11), 1688−1701.
     Wieringa, J., Leeflang, P., Ruiz E. & Wittink, D. (2004). Longitudinal and cross-sectional effects of marketing instruments on diffusion of pharmaceuticals. 33rd EMAC Conference Murcia Proceedings, 163.
     Wittink, D. R. (2002). Analysis of ROI for pharmaceutical promotion (ARPP). Presentation to the Association of Medical Publications.
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
98933024
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098933024
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (Authors) 戴綻鈴zh_TW
dc.contributor.author (Authors) Dai, Ireneen_US
dc.creator (作者) 戴綻鈴zh_TW
dc.creator (作者) Dai, Ireneen_US
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 16:16:33 (UTC+8)-
dc.date.available 2-Sep-2013 16:16:33 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 16:16:33 (UTC+8)-
dc.identifier (Other Identifiers) G0098933024en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59389-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 98933024zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) Measuring marketing effectiveness is critical for marketers as the pharmaceutical industry is under great pressure for cost control. Pharmaceutical marketers need to optimally allocate these resources and ensure that they achieve the highest possible return on investment for the firm. Pharmaceutical manufacturers utilize a variety of marketing vehicles to promote their products to physicians and consumers. At the physician level, effects of detailing are typically identified to be positive. Direct- to-consumer advertising does impact the choice probability, but the impact of promotions aimed directly at physicians is significantly higher. Measuring value of marketing activities is important for a company to achieve a profit margin and best allocate its resources. To define and deliver quantitative measurements that justify how investment in specific marketing programs are paying off, marketers need metrics to show that their programs work. Then, selected metrics should be meaningful and related to financial performance. There are a few metrics regularly used by marketers such as brand awareness, market share, consumer attitudes toward brand, purchase intention, return on investment, lifetime value of an activity, and brand equity. The paper uses a case study to review and evaluate the effectiveness of a marketing plan for a new launch product. Specifically, return on investment (ROI) for patient programs and lifetime value of activity (LVA) for physician education programs were calculated in the case study. A company is able to increase sales profit by reallocating resources to activities with higher ROI and LVA. To conclude, marketers need to identify meaningful metrics, set up a tracking process, and regularly follow up all relevant marketing activities. The process of measuring marketing effectiveness through the tracking process will help companies to understand how the marketing activities work and whether these programs deliver profitable value growth. The follow up action to fine-tune budget plans can then optimize return of marketing investment and maximize profitability.en_US
dc.description.abstract (摘要) 1. Introduction 1
     2. Pharmaceutical Marketing Activities 3
     2.1. Effect of Single Promotion Activity 5
     2.1.1. Detailing 5
     2.1.2. DTC 6
     2.1.3. Comparison of Different Promotion Activity 7
     2.2. Interaction Effect of Promotion Activities and Marketing Mix Model 7
     3. Measuring Marketing Effectiveness 9
     3.1. ROI in Pharmaceutical Marketing 9
     3.2. Defining Meaningful and Manageable Metrics 9
     4. Case Study 12
     4.1. Overview of the Health Market in Taiwan 12
     4.1.1. Healthcare System 12
     4.1.2. Healthcare Expenditure 13
     4.1.3. Pharmaceutical Market in Taiwan 13
     4.2. Background of the Case 14
     4.3. Measuring Marketing Effectiveness 17
     4.3.1. Use Metrics to Review Marketing Effectiveness Results 20
     4.3.2. Optimize Marketing Effectiveness 23
     5. Conclusion 25
     Reference 33		-
dc.description.tableofcontents 1. Introduction 1
     2. Pharmaceutical Marketing Activities 3
     2.1. Effect of Single Promotion Activity 5
     2.1.1. Detailing 5
     2.1.2. DTC 6
     2.1.3. Comparison of Different Promotion Activity 7
     2.2. Interaction Effect of Promotion Activities and Marketing Mix Model 7
     3. Measuring Marketing Effectiveness 9
     3.1. ROI in Pharmaceutical Marketing 9
     3.2. Defining Meaningful and Manageable Metrics 9
     4. Case Study 12
     4.1. Overview of the Health Market in Taiwan 12
     4.1.1. Healthcare System 12
     4.1.2. Healthcare Expenditure 13
     4.1.3. Pharmaceutical Market in Taiwan 13
     4.2. Background of the Case 14
     4.3. Measuring Marketing Effectiveness 17
     4.3.1. Use Metrics to Review Marketing Effectiveness Results 20
     4.3.2. Optimize Marketing Effectiveness 23
     5. Conclusion 25
     Reference 33		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098933024en_US
dc.subject (關鍵詞) 優化zh_TW
dc.subject (關鍵詞) 行銷有效性zh_TW
dc.subject (關鍵詞) 藥品市場zh_TW
dc.subject (關鍵詞) Optimizationen_US
dc.subject (關鍵詞) Marketing Effectivenessen_US
dc.subject (關鍵詞) Pharmaceutical Industryen_US
dc.title (題名) 優化行銷有效性-以藥品行銷市場為例zh_TW
dc.title (題名) Optimize Marketing Effectiveness in Pharmaceutical Industryen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Ackerly, D.C., Glickman, S. and Schulman, K.(2010). Economic content in medical journal advertisements for medical devices and prescription drugs. Pharmacoeconomics, 28(2), 429-38.
     Bates, A. (2008). Using ROI data for effective decision making in pharmaceutical marketing. Eularis Report.
     Berndt, E. R., Bui, L., Reiley, D. R., & Urban, G. L. (1995). Information, marketing, and pricing in the U.S. antiulcer drug market. American Economic Review, 85(2), 100−105.
     Brekke, K. and Kuhn, M. (2006). Direct to consumer advertising in pharmaceutical markets. Journal of Health Economics, 25(1), 102-30.
     Caleb, A., Zhang, J. and Basu, A. (2008). Characteristics of patients receiving pharmaceutical samples and association between sample receipt and out-of-pocket prescription costs. Medical Care, 46(4), 394-402.
     Chao,T.F., Liu, C.J.,Chen, S.J., Wang, K.L.,Lin, Y.J., Chang, S.L.,Lo, L.W, Hu, Y.F.,Tuan, T.C.,Wu, T.J.,Chen, T.J.,Tsao, H.M., Chen, S.A. (2012). Atrial fibrillation and the risk of ischemic stroke: does it still matter in patients with a CHA2DS2-VASc score of 0 or 1? Stroke, 43(10), 2551-5.
     Connolly, S.J., Ezekowitz, M.D., Yusuf S, Eikelboom J, Oldgren J, Parekh A, Pogue J, Reilly PA, Themeles E, Varrone J, Wang S, Alings M, Xavier D, Zhu J, Diaz R, Lewis BS, Darius H, Diener HC, Joyner CD, Wallentin L. RE-LY Steering Committee and Investigators(2009). Dabigatran vs. warfarin in patients with atrial fibrillation. N Engl J Med, 361, 1139–1151.
     Cutrona, S., Woolhandler, S., Lasser, K., Bor, D., McCormick, D. and Himmelstein, D. (2008). Characteristics of recipients of free prescription drug samples: a nationally representative analysis. American Journal of Public Health, 98(2), 284-9.
     Ding, M., & Eliashberg, J. (2008). A dynamic competitive forecasting model incorporating dyadic decision making. Management Science, 54(4), 820−834.
     Donohue, J. M., & Berndt, E. R. (2004a). Effects of direct-to-consumer advertising on medication choice: the case of antidepressants. Journal of Public Policy & Marketing, 23(2), 115−127.
     Donohue, J.M., Berndt, E.R., Epstein, A.M., Frank, R.G., (2004b). Effects of Pharmaceutical Promotion on Adherence to Guideline Treatment of Depression. Medical Care, 42(12), 1176–1185.
     Donohue, J., Cevasco, M. and Rosenthal, M. (2007). A decade of direct-to-consumer advertising of prescription drugs. New England Journal of Medicine, 357(7), 673-81.
     Gagnon, M. A., & Lexchin, J. (2008). The cost of pushing pills: a new estimate of pharmaceutical promotion expenditures in the United States. Plos Medicine, 5(1), 29−33.
     Garnder, D., Mintzes, B. and Ostry, A. (2003). Direct-to-consumer prescription advertising in Canada: permission by default? Canadian Medical Association Journal, 169(5), 425-7.
     IMS Health Annual Report (2007), available at: http://library.corporate-ir.net/library/67/671/67124/items/285451/IMS2007AnnualReport.pdf.
     IMS Health Annual Report (2010), Total US promotional spend by type, 2009, available at: www.imshealth.com/deployedfiles/imshealth/Global/Content/StaticFile/Top_Line_Data/PromoUpdate2009.pdf.
     IMS Health Annual Report (2013), IMS Market Prognosis 2013-2017 report.
     Jin, H., Ryan, J., Vail, S. (2008) Assessing the Impact of Unmodeled Marketing Activities on Pharmaceutical Detailing ROI. DMA Analytics Annual Journal, 29-36
     Kalyanaram, G. (2009). The endogenous modeling of the effect of direct-to-consumer advertising in prescription drugs, International Journal of Pharmaceutical and Healthcare Marketing, 3(2), 137-48.
     Kvesic, D.Z. (2008). Product life cycle management: marketing strategies for the pharmaceutical industry. Journal of medical marketing. 8(4), 293-301.
     Kremer, S., T., Bijmolt, T., H., Leeflang, P., Wieringa, J. (2008). Generalizations on the effectiveness of pharmaceutical promotional expenditures. Int J of Research in Marketing, 25(4), 234-246.
     Lehman, Donald R. (2002). Linking Marketing Decisions to Financial Performance and Firm Value,” MSI Executive Overview,March , 1-5.
     Ling, D. C., Berndt, E. R., & Kyle, M. K. (2002). Deregulating direct-to-consumer marketing of prescription drugs: effects on prescription and over-the-counter product sales. Journal of Law and Economics, 45(2), 691−723.
     Lin, L.J., Cheng, M.H., Lee, C.H., Wung, D.C., Cheng, C.L., Kao, Yang, Y.H. (2008). Compliance with antithrombotic prescribing guidelines for patients with atrial fibrillation – a nationwide descriptive study in Taiwan. Clin Ther, 30(9), 1726–1736.
     Mack J., Why pharmaceutical marketers ignore ROI? (2008) Pharma Marketing News (June/July).
     Manchanda, P., Rossi, P. E., & Chintagunta, P. K. (2004a). Response modeling with nonrandom marketing-mix variables. Journal of Marketing Research, 41(4), 467−478.
     Manchanda, P., Dong, X. J., Chintagunta, P. K. (2004b). A Multicategory Model of Physician Prescription Behavior. Working Paper, University of Chicago.
     Manchanda, P.,Wittink,D.R.,Ching, A., Cleanthous, P., Ding,M.,Dong, X. J. J., Leeflang, P. S. H.,Misra, S.,Mizik, N., Narayanan, S., Steenburgh, T.,Wieringa, J. E.,Wosinska,M., & Xie, Y.(2005). Understanding firm, physician and consumer choice behavior in the pharmaceutical industry. Marketing Letters, 16(3–4), 293−308.
     Manchanda, P., Xie, Y., & Youn, N. (2007). The role of targeted communication and contagion in product adoption. Working paper, University of Chicago, Rutgers University, and University of Washington.
     Miller, R. (1973). Prescribing Habits of Physicians: A Review of Studies on Prescribing of Drugs, Ann Pharmacother, 7, 557-564
     Mizik, N., & Jacobson, R. (2004). Are physicians “easy marks”? Quantifying the effects of detailing and sampling on newprescriptions. Management Science, 50(12), 1704−1715.
     Mukherji, P. (2004). Estimating the effects of direct-to-consumer advertising for prescription medicines: a natural experiment. Marketing Science Conference, Rotterdam Proceedings, 48.
     Narayanan, S., Desiraju, R., & Chintagunta, P. K. (2004). Return on investment implications for pharmaceutical promotional expenditures: the role of marketing-mix interactions. Journal of Marketing, 68(4), 90−105.
     Narayanan, Sridhar, Puneet Manchanda, and Pradeep K. Chintagunta. (2005). Temporal Differences in the Role of Marketing Communication in New Products Categories. Journal of Marketing Research 42(August), 278–290.
     Neslin, S. (2001). ROI Analysis of Pharmaceutical Promotion: An Independent Study. unpublished study conducted for the Association of Medical Publications.
     Parsons, L. J., & Vanden Abeele, P. (1981). Analysis of sales call effectiveness. Journal of Marketing Research, 18(1), 107−113.
     Potpara, T. S., & Lip, G.Y. (2011). Lone atrial fibrillation: what is known and what is to come. Int J Clin Pract, 65, 446–457.
     Singh, T., and Smith, D. (2005). Direct-to-consumer prescription drug advertising: a study of consumer attitudes and behavioral intentions. Journal of Consumer Marketing, 22, 369−378.
     Stremersch, S., & Van Dyck,W. (2008). Marketing of the life sciences: A new framework and research agenda for a nascent field. Working paper, Erasmus University Rotterdam and Tilburg University.
     Venkataraman, S., & Stremersch, S. (2007). The debate on influencing doctors` decisions: are drug characteristics the missing link? Management Science, 53(11), 1688−1701.
     Wieringa, J., Leeflang, P., Ruiz E. & Wittink, D. (2004). Longitudinal and cross-sectional effects of marketing instruments on diffusion of pharmaceuticals. 33rd EMAC Conference Murcia Proceedings, 163.
     Wittink, D. R. (2002). Analysis of ROI for pharmaceutical promotion (ARPP). Presentation to the Association of Medical Publications.		zh_TW