Case Study 32: Aligning Commercial Investment with Market Response and Margin
A fact-based approach to reallocating distributor investment and Gross-to-Net investment where commercial response could not be directly observed By Wissam Kahi and Defne Isler At a glance A pharmaceutical business was experiencing diminishing returns from the commercial investment in the various products and channels. Eendigo helped the business redirect approximately ~20% of that investment toward […]
