Optimization of the marketing mix in the health care industry

2014/03/31 by Dominique Haughton, Haughton, Dominique, Guangying Hua +10
Business, Management and Accounting · Economics, Econometrics and Finance · Mathematics · Pharmacology, Toxicology and Pharmaceutics · #Consumer Market Behavior and Pricing #Pharmaceutical Economics and Policy #Pharmaceutical industry and healthcare #math.ST #stat.AP #stat.TH

paper · pdf · doi:10.48550/arxiv.1403.7971

arxiv created 2014/03/31 · arxiv updated 2014/04/01

Abstract

This paper proposes data mining techniques to model the return on investment from various types of promotional spending to market a drug and then uses the model to draw conclusions on how the pharmaceutical industry might go about allocating marketing expenditures in a more efficient manner, potentially reducing costs to the consumer

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