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Drug Marketers use Social Network Diagrams to Help Locate Influential Donors |
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Author(s):
(unknown) |
Institution:
Activate Networks |
Year:
2013 |
URL:
http://www.nytimes.com/interactive/2013/05/16/business/PHARMA.html |
Project Description:
Activate Networks is a consulting company that creates social network diagrams to help pharmaceutical marketers identifying prescribing relationships among doctors. These diagrams help marketers identify influential and highly connected physicians - the best potential targets. This diagram indicates doctors in the northeastern U.S. with patients in common. Size of the nodes indicates prescribing volume of any cancer drug. While light blue indicates that a doctor has not prescribed the drug of interest, dark blue indicates that the doctor has. Activate Networks assigns an "influence index" to doctors to help marketers prioritize which doctors to target their marketing efforts towards.
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