Research Archive

Does Detailing Pay?

Publication type: Case study

Research Archive Topic: Marketing


Pharmaceutical 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.
Download PDF


Mizik, Natalie, and Paul Glasserman. Does Detailing Pay?. Columbia CaseWorks: Columbia Business School, July 28, 2009.

Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.

Each topic is linked to an index of publications on that topic.