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The Evolving Art of Customer Valuation

Customer valuation is critical to pharmaceutical brand strategy as it informs several key decisions such as messaging, resource allocation, services offering allocation, etc. In simple / well established therapeutic areas, customers can be valued based on prescription volumes. However, often the competitive space presents complexities such as multiple classes of medication, combination therapies and an evolving product landscape. The disease state can present complexities such as comorbidities, multiple closely related diagnoses, potential off-label prescribing etc. There can be complexities that arise out of data availability, or lack thereof: for instance, launching into a market where competitors are distributing through Specialty Pharmacy. Further, depending on the therapeutic area, customers may be physicians, group practice accounts, hospitals or even Integrated Health Systems. In such cases, simple techniques may not be adequate.

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