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Predicting Commercial Success, Not Revisiting the Past

Executive Summary

The pharmaceutical industry is facing increased pressure to improve its performance and efficiency as the challenges of an increasingly dynamic and complex marketplace have conspired to erode the robust sales and profit growth of the 1990s. Marketers' measurement tools often don't help them improve productivity because they track past performance of existing programs. Rather, marketers need tools to help them predict which programs will be the most effective in the future. Marketers should combine refined adoption funnels and more sophisticated segmentation, to help identify factors that drive key physician segments to prescribe.

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