Simulations for Pharmaceuticals

A large global pharmaceuticals company wanted to understand better the effect of above and below the line advertising on sales of two drugs, one at 5% market share and static, and the other at 35% share and growing. Our work showed that below the line support in the low market share chronic market was entirely uneconomic (they should axe or reallocate entire field forces) and that further investment in promoting the larger share product would be wasted.

2006 - The Tipping Point for Simulation Science
Selling Simulation Science
What is Simulation Science?