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Clinical Rigor for Commercial Excellence

November 9th, 2017 | Posted by APT in Life Sciences and Healthcare - (Comments Off on Clinical Rigor for Commercial Excellence)

By Scott Beauchamp, Vice President in Client Services, APT

For decision-makers across industries, optimizing commercial strategies is critical. More and more organizations are adopting a robust analytic approach – and life sciences companies have a distinct advantage. Because clinical trials are an integral part of your business, you are already familiar with leveraging test vs. control methodology to measure the true impact of new initiatives.

Read on to learn more about how life sciences companies are expanding the power of experimentation beyond the lab, to help them make more informed, data-driven decisions. We include a case example of how one brand team improved the ROI of their NPP investments by over 10x by using a Test & Learn approach.

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Telling the Full Story: Understanding the True Impact of Speaker Programs

October 6th, 2017 | Posted by APT in Life Sciences and Healthcare - (Comments Off on Telling the Full Story: Understanding the True Impact of Speaker Programs)

Speaker programs are a staple of the life sciences industry; yet, for many companies, these programs do not break even. Further, the combination of the Sunshine Act and increased media attention has led to heightened scrutiny of these investments. Aside from the external pressure, commercial leads are also experiencing internal pressure to optimize speaker programs, given the high cost of events such as lunch and learns and key opinion leader (KOL) speaking forums.

Given the millions of dollars many life sciences companies allocate to these events annually, it is critical for marketing teams to understand which of these programs actually change prescribing behavior, to truly justify the investment. However, analyzing the effect of speaker programs and understanding how to improve them is complicated.

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Testing Beyond the Lab: Leveraging the Clinical Trial Approach to Enhance Decision-Making

August 16th, 2017 | Posted by APT in Life Sciences and Healthcare - (Comments Off on Testing Beyond the Lab: Leveraging the Clinical Trial Approach to Enhance Decision-Making)

The concept of clinical trials, a central component of the research and development process, is very familiar to most life sciences leaders – but what may be less familiar is how they can take this approach beyond the lab to drive value across their organizations. As the pioneers of clinical trial methodologies, pharmaceutical companies already know that test vs. control analysis is the most accurate way to measure the impact of an initiative. Today, more and more organizations are capitalizing on this existing expertise to reduce the risk of innovation and enhance their decision-making.

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