Optimization of the marketing mix in the health care industry

Dominique Haughton (1, 2, 3) , Guangying Hua (4) , Danny Jin (5) , John Lin (5) , Qizhi Wei (5) , Changan Zhang (1)

1 Bentley University
2 SAMM - Statistique, Analyse et Modélisation Multidisciplinaire (SAmos-Marin Mersenne)
3 GREMAQ - Groupe de recherche en économie mathématique et quantitative
4 Boston Consulting Group
5 Epsilon

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

Domaines: Statistiques [math.ST]; Théorie [stat.TH]

Dominique Haughton, Guangying Hua, Danny Jin, John Lin, Qizhi Wei, et al.. Optimization of the marketing mix in the health care industry. 2014. ⟨hal-00968118⟩