Purpose – The purpose of this paper is to use results from a comprehensive analysis of a physician-prescribing model to draw guidelines on how to promote a new drug in the presence of competing older drugs, in a chronic therapeutic state.Design/methodology/approach – The authors use an...

The recent trend of e-detailing in the pharmaceutical industry aims to increase the effectiveness of promotion of prescription products to physicians at a less expensive way than traditional detailing. In the proposed promotion response model, the effect of e-detailing on new prescriptions is...

Purpose – The purpose of this paper is to use results from a comprehensive analysis of a physician‐prescribing model to draw guidelines on how to promote a new drug in the presence of competing older drugs, in a chronic therapeutic state. Design/methodology/approach – The authors use an...

It is essential for managers in personal selling-intensive industries to find the optimal mix of personal selling and other promotional efforts to forecast sales, meet sales projections and avoid costly marketplace failures. To that end, we develop and test a repeat purchase diffusion model that...