AbstractPharmaceutical detailing is the practice of direct marketing of prescription drugs to physicians through personal visits by sales representatives. Does the effectiveness of the method in generating new prescriptions justify the cost? A regression analysis of the detailing and prescribing data sheds light on this question.
Mizik, Natalie, and Paul Glasserman. Does Detailing Pay?. Columbia CaseWorks: Columbia Business School, July 28, 2009.