Segmentation based on physician behavior

Implications for sales forecasting and marketing-mix strategy

Franklin Carter, Ravindra Chitturi

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

We calibrate a segmented diffusion model by incorporating the knowledge of physicians' prescription behavior using a sample of four product histories from the pharmaceutical industry. The results show that when compared to the standard diffusion with retention model, the segmented diffusion model based on the knowledge of physicians' prescription behavior has a better fit than models that are not based on physicians' prescription behavior. Our comparison also reveals a significantly different influence of marketing activity on potential innovator and imitator physicians across models.

Original languageEnglish (US)
Pages (from-to)81-95
Number of pages15
JournalJournal of Personal Selling and Sales Management
Volume29
Issue number1
DOIs
StatePublished - Dec 1 2008

Fingerprint

sales
Marketing
Sales
marketing
physician
medication
innovator
pharmaceutical industry
Drug products
segmentation
Physicians
Physician behavior
Sales forecasting
Marketing mix
Segmentation
Prescription
history
Industry
Diffusion model

All Science Journal Classification (ASJC) codes

  • Management of Technology and Innovation
  • Human Factors and Ergonomics

Cite this

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Segmentation based on physician behavior : Implications for sales forecasting and marketing-mix strategy. / Carter, Franklin; Chitturi, Ravindra.

In: Journal of Personal Selling and Sales Management, Vol. 29, No. 1, 01.12.2008, p. 81-95.

Research output: Contribution to journalArticle

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