The hospital is just one site in the vast continuum of care. Therapies initiated in the hospital carry beyond the confines of the facility and are at times eagerly embraced by physicians practicing in their private offices. Knowing just how much of that hospital-retail spillover is occurring for a given drug or therapeutic area provides invaluable clues to the marketer when articulating the company's strategy and tactics across the institutional and retail segments.
Hospitals A and B are identical in all regards except for their utilization of the product. Also both neighborhoods get the same level of detailing of the product.
How Pharma Companies are Leveraging Spillover
Establish Real Value of a Rep
Measuring the "True" ROI: The Slithery Return
While the invested amount is perfectly known, the return is not. Indeed, part of the return takes place in the hospital (straightforward but potentially negligible) and the other part in retail (difficult to measure but potentially very sizable).
Directionality of Spillover:
Why does spillover have to flow from hospital to retail and not vice versa?
Managed Care Asymmetry between hospital and retail