Before launching a new drug, a pharmaceutical company should decide the optimal promotional mix for both patient and doctors, and the optimal sampling level, high enough to induce therapy without cannibalizing paid prescriptions. Using AnyLogic Simulation Modeling, JP Tsang, Ph.D. & MBA, addresses the complexities of launching a new drug in the pharmaceutical industry, the need for a Contract Sales Organization (CSO) and the influence of Key Opinion Leaders (KOL).
The project zeroed in on the medical group practice in order to better understand the dynamics between physician and patient, and between physician and medical representatives. The Agent Based Model (ABM) allows you to understand local behavior, identify bottlenecks regarding certain output variables and better grasp the big picture.
Learn more in the case studies section of AnyLogic.com or view Tsang's presentation from the AnyLogic Conference 2013.
