Experimenting in the Commercial
By faruk Abdullah, vice President, Applied Predictive Technologies (APT)
There has been a proliferation of diverse and complex strategies designed to
improve commercial performance: Key Account Management (KAM) models,
While each of these is useful, not all investments will generate the desired out-come.;Some;will;work;only;with;a;portion;of;physicians,;patients,;or;employees,
and will need to be fine-tuned before rollout. For example, deploying additional
sales;force;efforts;where;a;company;has;low;share;may;work;only;with;physi-cians who have certain characteristics.
always gone on in the scientific labs. Business experiments enable companies to
rollout. Further, they enable companies to understand the adjustments necessary to maximize ROI.
While scientific experimentation has long been the
norm in clinical trials, pharmaceutical companies
have an opportunity to bring a test & learn approach
to their commercial strategies.
An;experimental;approach;involves;taking;an;action;(e.g.,;increasing;non-per-sonal promotion budget) with one group and comparing the performance of the
group that received that action (either purposefully through a designed “test” or
naturally, as a normal course of business) to a “control” group, which is ideally
to align to a
process and key