Pharma campaigns are typically planned with static budgets and field allocations that stay fixed for months. But prescribing patterns, HCP engagement, and competitive dynamics can change within weeks. Without a way to adjust mid cycle, a large share of resources continues to flow into low impact channels and unresponsive prescribers, resulting in wasted spend, lower engagement, and delayed impact.
Dynamic Resource Allocation (DRA), powered by Axtria MarketingIQ™, drives resource optimization by reallocating spend, field effort, and enabling channel mix optimization between MMx refreshes. With dynamic resource allocation, brands can act on prescribing trends and HCP engagement to turn every adjustment into smarter resource optimization that delivers measurable impact. This infographic explains why static allocation falls short, how dynamic resource allocation works in practice, and the benefits brands can achieve.
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