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Hospital to Home
Abstract When a doctor writes a prescription in a
hospital and the patient refills it at a pharmacy near his home, it's
known as hospital-retail spillover. Knowing the magnitude of such
spillover can make the difference between brilliant and mediocre
business and marketing decisions. Thanks to recent improvements in data
sources such as patient records and physician affiliation rosters,
marketers can more accurately measure spillover for a given therapy.
But the full value of those measurements can only be realized through
mapping. When hospital-retail spillover information is displayed on an
interactive map, marketers become immediately aware of specific areas of
opportunity,challenge,and uncertainty. This article describes the basics of spillover and the physician and
patient components involved. It also explains various measurement
techniques, present examples of hospital-retail spillover analyses,
shows how marketers can use maps to communicate their findings, and
details how companies can create more effective strategies for marketing
across institutional and retail segments. If you would like a copy of this publication please call (847) 920-1000 or e-mail bayser@bayser.com |
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All contents copyright 2002 Bayser Consulting, (847) 920-1000 |