Promotion Response Modelling in Healthcare Analytics.

Digital society has caused an evolution in pharma marketing strategies. Many digital channels are changing doctors' and patients' habits due to technological advancements. Pharmaceutical companies can target doctors based on their preferences by using digital platforms like advertisement, emails, paid searches, telephone calls, etc. Effective implementation of digital marketing techniques provides companies to expand their market reach and gain high profits. The marketers can gain good profits if they can select only those physicians with a high probability of responding positively. This means they can efficiently use their resources by reaching out to only a few physicians instead of mailing or telephoning every prospect on their list. In this paper, we are focusing on creating a digital strategy in which companies can have high sales in less effort by using response modeling. [ABSTRACT FROM AUTHOR]