TY - JOUR
T1 - Segmentation based on physician behavior
T2 - Implications for sales forecasting and marketing-mix strategy
AU - Carter, Franklin
AU - Chitturi, Ravindra
PY - 2009
Y1 - 2009
N2 - 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.
AB - 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.
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U2 - 10.2753/PSS0885-3134290105
DO - 10.2753/PSS0885-3134290105
M3 - Article
AN - SCOPUS:67649522312
SN - 0885-3134
VL - 29
SP - 81
EP - 95
JO - Journal of Personal Selling and Sales Management
JF - Journal of Personal Selling and Sales Management
IS - 1
ER -