Healthy Business: The emergence of the new discipline of business outcomes modeling

Kenneth L. Sobel

Forecasting of new pharmaceutical products is in the midst of a revolution. Good forecasts must increasingly control for the impacts of health outcomes research, market access, pricing, and promotional response on usage and sales.

Healthy Business: The emergence of the new discipline of business outcomes modeling

Kenneth L. SobelTop Box Associates, United States

INTRODUCTION

Marketing analytics, and the value that marketing analytics can bring to the management of the pharmaceutical industry, is in the early stages of a revolutionary change. Seven currently separate disciplines are converging to form a new – and newly critical – function that can be called “Business Outcome Modeling.” These legacy disciplines are:

  • new product forecasting,

  • promotional response modeling,

  • marketing mix modeling,

  • health economics,

  • health outcomes measurement,

  • pricing, and

  • market access.

BACKGROUND

The main impetus to the development of...

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