Rethinking GTN allocation: from historical precedent to responsiveness-based investment
In the absence of direct elasticity measurement, pharma companies need a structured framework for responsiveness to avoid allocating GTN based on history rather than commercial logic Written by Malika Makhmutkhazhieva For most pharma companies, Gross-to-Net (GTN) investment represents a significant share of gross sales. Yet decisions about how that investment is allocated across products, channels, […]
