A novel approach to modelling the prescribing decision, integrating physician and patient influences

This paper describes a case study designed to demonstrate the feasibility of building a linked decision model based on the implications of distributed decision-making in healthcare, and thus to provide the ability to make quantified predictions of product offer performance.
  

A novel approach to modelling the prescribing decision, integrating physician and patient influences

Phil Mellor

and

Stuart GreenAdelphi International Research Ltd

Summary

The marketing need of our client was to make decisions on positioning...