Early Adoption of Innovative Analytical Approach and Its Impact on Organizational Analytics Maturity and Sustainability: A Longitudinal Study from a U.S. Pharmaceutical Company
Abstract
:1. Introduction
2. Pharmaceutical Sales Operations Background
3. Traditional Sales Operations Analytics
4. Data
4.1. Data for a Knowledge-Based Analytical Approach
4.2. Data for Sustainability and Analytics Maturity Assessment
5. An Innovative Knowledge-Based Analytical Approach
5.1. Theoretical Framework for Knowledge and Micromarketing
5.2. Process Flow of the Knowledge-Based Analytical Approach
6. Application and Results
7. Conclusions
Author Contributions
Conflicts of Interest
References
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1st Sequence | 2nd Sequence | 3rd + Sequence | |
---|---|---|---|
With single drug | 1.00 | - | - |
With two drugs | 1.00 | 0.60 | - |
Three or more drugs | 1.00 | 0.60 | 0.30 |
1st Sequence | 2nd Sequence | 3rd + Sequence | |
---|---|---|---|
With single drug | 1.00 | - | - |
With two drugs | 0.82 | 0.68 | - |
Three or more drugs | 0.70 | 0.41 | 0.02 |
1st Sequence | 2nd Sequence | 3rd + Sequence | |
---|---|---|---|
With single drug | 1.00 | - | - |
With two drugs | 0.87 | 0.43 | - |
Three or more drugs | 0.78 | 0.32 | 0.00 |
% of Physicians Who Are Responsive | Share of Voice | Duration of Detail | Quarterly Profit | |
---|---|---|---|---|
Traditional approach | 30% | 10% | - | - |
Knowledge-based approach | 47% | 16% | +47% | +12% |
% of Responsive Physician | SOV | Detailing Duration vs. 2005 | Profitability of Responsive Physicians 2005–2014 | |
---|---|---|---|---|
Traditional approach | 19% | 6% | - | - |
Knowledge-based approach | 35% | 10% | −9% | +23% |
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Yi, J.C.; Kim, S. Early Adoption of Innovative Analytical Approach and Its Impact on Organizational Analytics Maturity and Sustainability: A Longitudinal Study from a U.S. Pharmaceutical Company. Sustainability 2016, 8, 808. https://doi.org/10.3390/su8080808
Yi JC, Kim S. Early Adoption of Innovative Analytical Approach and Its Impact on Organizational Analytics Maturity and Sustainability: A Longitudinal Study from a U.S. Pharmaceutical Company. Sustainability. 2016; 8(8):808. https://doi.org/10.3390/su8080808
Chicago/Turabian StyleYi, John C., and Sungho Kim. 2016. "Early Adoption of Innovative Analytical Approach and Its Impact on Organizational Analytics Maturity and Sustainability: A Longitudinal Study from a U.S. Pharmaceutical Company" Sustainability 8, no. 8: 808. https://doi.org/10.3390/su8080808