{"id":235895,"date":"2024-11-07T15:37:58","date_gmt":"2024-11-07T15:37:58","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&p=235895"},"modified":"2024-11-07T16:02:11","modified_gmt":"2024-11-07T16:02:11","slug":"marketing-mix-modeling-in-pharmaceuticals-challenges-and-solutions","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/marketing-mix-modeling-in-pharmaceuticals-challenges-and-solutions\/","title":{"rendered":"\u836f\u54c1\u8425\u9500\u7ec4\u5408\u5efa\u6a21\uff1a\u6311\u6218\u4e0e\u89e3\u51b3\u65b9\u6848"},"content":{"rendered":"

\u4f5c\u8005<\/h2><\/div>\"Image\"

\u6258\u9a6c\u65af-\u83f2\u83b1\u5c14<\/h3><\/div>

Artefact \u5408\u4f5c\u4f19\u4f34<\/p>\n<\/div><\/div><\/div>

\u4f5c\u8005<\/h2><\/div>\"Image\"

\u7eb3\u8fea\u5a05-\u574e\u5fb7\u4f0a\u91d1\u5a1c<\/h3><\/div>

Artefact \u54a8\u8be2\u7ecf\u7406<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u8425\u9500\u7ec4\u5408\u5efa\u6a21\uff08MMM\uff09\u957f\u671f\u4ee5\u6765\u4e00\u76f4\u662f\u5404\u884c\u5404\u4e1a data-driven \u51b3\u7b56\u7684\u91cd\u8981\u5de5\u5177\u3002\u6700\u8fd1\uff0c\u5b83\u5728\u533b\u7597\u4fdd\u5065\u548c\u5236\u836f\u9886\u57df\u518d\u6b21\u53d7\u5230\u5173\u6ce8\uff0c\u6210\u4e3a\u89e3\u51b3\u4ee5\u4e0b\u5173\u952e\u95ee\u9898\u7684\u4e00\u79cd\u624b\u6bb5\uff1a<\/p>\n<\/div>

  • <\/i><\/span>
    \n

    \u6211\u4eec\u7684\u4fc3\u9500\u6d3b\u52a8\u5bf9\u5904\u65b9\u91cf\u6709\u4ec0\u4e48\u5f71\u54cd\uff1f<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    \u54ea\u4e9b\u63a8\u5e7f\u6e20\u9053\u7684\u5f71\u54cd\u529b\u6700\u5927\uff0c\u54ea\u4e9b\u5df2\u63a5\u8fd1\u9971\u548c\uff0c\u989d\u5916\u56de\u62a5\u6709\u9650\uff1f<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    \u5982\u4f55\u4f18\u5316\u8d44\u6e90\u914d\u7f6e\uff0c\u63d0\u9ad8\u6295\u8d44\u56de\u62a5\u7387\u5e76\u4fc3\u8fdb\u9500\u552e\uff1f<\/p>\n<\/div><\/li><\/ul>

    \u867d\u7136 MMM \u6f5c\u529b\u5de8\u5927\uff0c\u4f46\u5728\u5236\u836f\u884c\u4e1a\u5b9e\u65bd\u5374\u9762\u4e34\u72ec\u7279\u7684\u6311\u6218\u3002\u672c\u6587\u63a2\u8ba8\u4e86\u8fd9\u4e9b\u6311\u6218\uff0c\u5e76\u6839\u636e Artefact \u8fd1\u671f\u4e0e\u591a\u5bb6\u5236\u836f\u5ba2\u6237\u5408\u4f5c\u7684\u7ecf\u9a8c\uff0c\u63d0\u51fa\u4e86\u5728\u5236\u836f\u884c\u4e1a\u6709\u6548\u5229\u7528 MMM \u7684\u89c1\u89e3\u3002.<\/p>\n<\/div>

    \u5728\u5236\u836f\u4e1a\u5b9e\u65bd MMM \u7684\u4e3b\u8981\u6311\u6218<\/h2><\/div>

    \u6311\u6218 1\uff1adata \u53ef\u7528\u6027\u548c\u6d1e\u5bdf\u529b\u7c92\u5ea6\u6709\u9650<\/strong><\/h3><\/div>

    Data \u7684\u53ef\u7528\u6027\u5bf9\u4e8e\u4efb\u4f55\u5efa\u6a21\u5de5\u4f5c\u90fd\u81f3\u5173\u91cd\u8981\uff0c\u5c24\u5176\u662f\u5728 data \u7684\u9500\u552e\u65b9\u9762\u3002\u5236\u836f\u884c\u4e1a\u7684\u6cd5\u89c4\u8981\u6c42\u786e\u4fdd\u5411\u60a3\u8005\u63d0\u4f9b\u5b89\u5168\u6709\u6548\u7684\u533b\u836f\u4ea7\u54c1\uff0c\u4f46\u8fd9\u4e9b\u6cd5\u89c4\u4e5f\u5bf9 data \u7684\u6536\u96c6\u3001\u50a8\u5b58\u548c\u4f7f\u7528\u65bd\u52a0\u4e86\u4e25\u683c\u7684\u9650\u5236\uff0c\u8fd9\u4e9b\u9650\u5236\u53ef\u80fd\u56e0\u5730\u533a\u800c\u5f02\u3002\u867d\u7136\u5728\u533b\u7597\u4fdd\u5065\u63d0\u4f9b\u8005 (HCP) \u6216\u533b\u7597\u673a\u6784\u5c42\u9762\u4e0a\uff0c\u6bcf\u5468\u5904\u65b9 data \u662f\u6700\u7406\u60f3\u7684\uff0c\u4f46\u5728\u56fd\u5bb6\u6216\u5730\u533a\u5c42\u9762\u4e0a\uff0cdata \u901a\u5e38\u4ec5\u9650\u4e8e\u6bcf\u6708\u7684\u9500\u552e\u6570\u5b57\uff0c\u4ece\u800c\u9650\u5236\u4e86\u5206\u6790\u7684\u6df1\u5ea6\u3002.<\/p>\n<\/div>

    \u533b\u836f\u884c\u4e1a\u7684\u5ba3\u4f20\u6e20\u9053\u4e5f\u5f88\u72ec\u7279\u3002\u7531\u4e8e\u4e25\u683c\u7684\u6cd5\u89c4\uff0c\u63a8\u5e7f\u6d3b\u52a8\u4e0d\u80fd\u6d89\u53ca\u7535\u89c6\u6216\u793e\u4ea4\u5a92\u4f53\u7b49\u4e3b\u6d41\u5a92\u4f53\u3002\u76f8\u53cd\uff0c\u516c\u53f8\u4f9d\u8d56\u4e8e\u901a\u8fc7\u9500\u552e\u4ee3\u8868\u5bf9 HCP \u8fdb\u884c\u76f4\u63a5\u8425\u9500\uff0c\u56e0\u6b64 MMM \u4e3b\u8981\u4f7f\u7528\u6765\u81ea\u8fd9\u4e9b\u4e92\u52a8\u7684 data \u6570\u636e\uff0c\u5305\u62ec\u6d3b\u52a8\u51fa\u5e2d\u60c5\u51b5\u548c\u7f51\u7edc\u7814\u8ba8\u4f1a\u53c2\u4e0e\u60c5\u51b5\uff0c\u8fd9\u4e9b\u6570\u636e\u901a\u5e38\u7ed3\u6784\u6027\u8f83\u5f31\u3002.<\/p>\n<\/div>

    \u6b64\u5916\uff0c\u5236\u836f\u4e1a\u8fd8\u5305\u62ec\u4e0e HCP \u4e92\u52a8\u7684\u5404\u79cd\u89d2\u8272\uff0c\u5982\u9500\u552e\u4ee3\u8868\u548c\u533b\u5b66\u79d1\u5b66\u8054\u7edc\u5458 (MSL)\uff0c\u6bcf\u4e2a\u89d2\u8272\u90fd\u6709\u4e0d\u540c\u7684\u76ee\u6807\u3002\u9500\u552e\u4ee3\u8868\u662f\u5546\u4e1a\u52b3\u52a8\u529b\uff0c\u800c\u533b\u5b66\u79d1\u5b66\u8054\u7edc\u5458\u5219\u662f\u79d1\u5b66\u4e13\u5bb6\u548c\u5236\u836f\u516c\u53f8\u4e0e\u533b\u7597\u754c\u4e4b\u95f4\u7684\u4e2d\u95f4\u4eba\u3002\u7531\u4e8e MSL \u7684\u89d2\u8272\u662f\u975e\u5546\u4e1a\u6027\u7684\uff0c\u56e0\u6b64\u51fa\u4e8e\u5408\u89c4\u539f\u56e0\uff0cMMM \u4e0d\u80fd\u8003\u8651\u8fd9\u4e9b\u4e92\u52a8\u3002.<\/p>\n<\/div>

    \u6311\u6218 2\uff1a\u52a0\u5f3a data foundation \u7684\u53ef\u6269\u5c55\u6027<\/strong><\/h3><\/div>

    \u5f3a\u5927\u7684 data foundation \u5bf9\u4e8e\u6269\u5927 MMM \u81f3\u5173\u91cd\u8981\uff0c\u7136\u800c\u6570\u5b57\u6e20\u9053\u548c\u5168\u6e20\u9053\u6218\u7565\u7684\u5174\u8d77\u4f7f\u8fd9\u4e00\u8fc7\u7a0b\u53d8\u5f97\u66f4\u52a0\u590d\u6742\u3002\u5236\u836f\u516c\u53f8\u8d8a\u6765\u8d8a\u591a\u5730\u5e0c\u671b\u901a\u8fc7\u591a\u79cd\u6e20\u9053\u4f18\u5316\u4e0e HCP \u7684\u4e92\u52a8\uff0c\u4ece\u800c\u589e\u52a0\u4e86\u590d\u6742\u6027\u3002.
    \n\u5236\u836f\u516c\u53f8\u901a\u5e38\u9762\u4e34\u7740 data \u6765\u6e90\u5206\u6563\u7684\u6311\u6218\uff0c\u5c24\u5176\u662f\u5728\u7f51\u7edc\u7814\u8ba8\u4f1a\u3001\u7535\u5b50\u90ae\u4ef6\u548c\u7ebf\u4e0b\u6d3b\u52a8\u7b49\u65b0\u6570\u5b57\u6e20\u9053\u4e2d\u3002\u8fd9\u4e9b data \u901a\u5e38\u5b58\u50a8\u5728\u5355\u72ec\u7684\u8868\u683c\u4e2d\uff0c\u5e76\u7531\u4eba\u5de5\u8fdb\u884c\u7ba1\u7406\uff0c\u4ece\u800c\u5bfc\u81f4\u683c\u5f0f\u6216\u51c6\u786e\u6027\u9519\u8bef\u3002\u867d\u7136 CRM data \u975e\u5e38\u5f3a\u5927\uff0c\u4f46\u975e\u81ea\u52a8\u5316 data \u6765\u6e90\u5e26\u6765\u4e86\u96c6\u6210\u65b9\u9762\u7684\u6311\u6218\u3002.<\/p>\n<\/div>

    \u6311\u6218 3\uff1a\u5047\u8bbe\u9a71\u52a8\u7684\u5efa\u6a21\u65b9\u6cd5<\/strong><\/h3><\/div>

    \u4e00\u4e2a\u5e38\u89c1\u7684\u8bef\u89e3\u662f\uff0cMMM \u53ef\u4ee5\u7cbe\u786e\u5730\u6a21\u62df\u6574\u4e2a\u5e02\u573a\u3002\u7136\u800c\uff0c\u9274\u4e8e data \u7684\u5c40\u9650\u6027\uff0c\u5728\u5236\u836f\u884c\u4e1a\u5b9e\u65bd MMM \u9700\u8981\u91c7\u7528\u5047\u8bbe\u9a71\u52a8\u7684\u65b9\u6cd5\uff0c\u5e76\u5728\u4e0d\u540c\u54c1\u724c\u548c\u56fd\u5bb6\u4e4b\u95f4\u8fdb\u884c\u534f\u8c03\u3002.<\/p>\n<\/div>

    \u4f8b\u5982\uff0c\u4e00\u4e2a\u91cd\u5927\u6311\u6218\u662f\u7f3a\u4e4f\u6bcf\u9879\u4fc3\u9500\u6d3b\u52a8\u7684\u8be6\u7ec6\u652f\u51fa data\u3002\u6211\u4eec\u901a\u5e38\u65e0\u6cd5\u83b7\u5f97\u6bcf\u9879\u4fc3\u9500\u6d3b\u52a8\u7684\u786e\u5207\u6210\u672c\uff0c\u56e0\u6b64\u53ea\u80fd\u901a\u8fc7\u5047\u8bbe\u9500\u552e\u4ee3\u8868\u7684\u5de5\u8d44\u548c\u65f6\u95f4\u5206\u914d\u6765\u4f30\u7b97\u652f\u51fa\u3002.<\/p>\n<\/div>

    \u4f30\u7b97\u6d3b\u52a8\u6210\u672c\u4e5f\u5f88\u590d\u6742\u3002\u6d3b\u52a8\u652f\u51fa\u4e0d\u4ec5\u5305\u62ec\u6d3b\u52a8\u672c\u8eab\uff0c\u8fd8\u5305\u62ec\u4eba\u5458\u6210\u672c\u3001\u5185\u5bb9\u521b\u5efa\u548c\u8d5e\u52a9\uff0c\u9700\u8981\u4e0e\u4e1a\u52a1\u90e8\u95e8\u4e00\u8d77\u9a8c\u8bc1\u4e34\u65f6\u5047\u8bbe\uff0c\u4ee5\u786e\u4fdd\u51c6\u786e\u7684\u6210\u672c\u6838\u7b97\u3002.<\/p>\n<\/div>

    \u6b64\u5916\uff0c\u4e00\u4e9b\u516c\u53f8\u5e0c\u671b MMM \u8be6\u7ec6\u8ddf\u8e2a\u7ade\u4e89\u5bf9\u624b\u7684\u6240\u6709\u884c\u52a8\uff0c\u8fd9\u5f80\u5f80\u662f\u4e0d\u73b0\u5b9e\u7684\u3002\u76f8\u53cd\uff0c\u6211\u4eec\u5e94\u8be5\u4e13\u6ce8\u4e8e\u6a21\u62df\u66f4\u5e7f\u6cdb\u7684\u7ade\u4e89\u52a8\u6001\uff0c\u8ba9\u516c\u53f8\u4e86\u89e3 data \u7684\u8d28\u91cf\u9650\u5236\u3002\u8fd9\u79cd\u65b9\u6cd5\u6709\u52a9\u4e8e\u8bbe\u5b9a\u73b0\u5b9e\u7684\u671f\u671b\uff0c\u540c\u65f6\u63d0\u4f9b\u53ef\u884c\u7684\u89c1\u89e3\u3002.<\/p>\n<\/div>

    \u6311\u6218 4\uff1a\u4fc3\u8fdb\u91c7\u7528\u548c\u4e1a\u52a1\u8c03\u6574<\/strong><\/h3><\/div>

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    • <\/i><\/span>
      \n

      \u901a\u8fc7\u4e3a\u4e1a\u52a1\u5229\u76ca\u76f8\u5173\u8005\u7b80\u5316 MMM \u7684\u6570\u5b66\u95ee\u9898\uff0c\u4ece\u7b2c #1 \u5929\u8d77\u5c31\u63a8\u52a8 MMM \u7684\u91c7\u7528\u3002.<\/p>\n<\/div><\/li>

    • <\/i><\/span>
      \n

      \u4e0e\u5236\u836f Data \u79d1\u5b66\u5bb6\u5bc6\u5207\u5408\u4f5c\uff0c\u786e\u4fdd\u5bf9\u6a21\u578b\u7684\u5047\u8bbe\u3001\u4f18\u52bf\u548c\u5c40\u9650\u6027\u6709\u5171\u540c\u7684\u7406\u89e3\u3002.<\/p>\n<\/div><\/li>

    • <\/i><\/span>
      \n

      \u901a\u8fc7\u6301\u7eed\u7684\u53cd\u9988\u4fc3\u8fdb\u900f\u660e\u5ea6\u548c\u8c26\u900a\u6027\uff0c\u4e0e\u4e1a\u52a1\u90e8\u95e8\u5171\u540c\u521b\u9020\u89c1\u89e3\uff0c\u4f7f\u5176\u4e0e\u516c\u53f8\u76ee\u6807\u4fdd\u6301\u4e00\u81f4\u3002.<\/p>\n<\/div><\/li><\/ul>

      \u4e3a\u5236\u836f\u4e1a\u5efa\u7acb MMM \u6846\u67b6<\/h2><\/div>

      \u867d\u7136\u5236\u836f\u4e1a\u7279\u6709\u7684\u6311\u6218\u4f7f MMM \u7684\u5b9e\u65bd\u53d8\u5f97\u590d\u6742\uff0c\u4f46\u5e76\u4e0d\u610f\u5473\u7740\u65e0\u6cd5\u5b9e\u65bd\u3002\u6211\u4eec\u4e4b\u524d\u4e0e\u5236\u836f\u516c\u53f8\u5408\u4f5c\u7684\u7ecf\u9a8c\u8868\u660e\uff0c\u4ed6\u4eec\u901a\u5e38\u53ef\u4ee5\u5c06 7-20% \u7684\u8d21\u732e\u5f52\u529f\u4e8e\u8425\u9500\u4e1a\u7ee9\uff0c\u8fd9\u4e0e\u5176\u4ed6\u884c\u4e1a\u7684\u89c2\u5bdf\u7ed3\u679c\u4e00\u81f4\u3002.<\/p>\n<\/div>

      \u5177\u4f53\u5230\u5236\u836f\u884c\u4e1a\uff0cMMM \u5fc5\u987b\u53d6\u5f97\u5e73\u8861\uff1a\u5728\u5229\u7528 data \u7684\u540c\u65f6\uff0c\u4e0d\u5f71\u54cd\u53ef\u64cd\u4f5c\u6d1e\u5bdf\u6240\u9700\u7684\u5177\u4f53\u6027\u548c\u7c92\u5ea6\u3002\u51ed\u501f\u4e24\u5e74\u7684\u6708\u5ea6\u9500\u552e\u548c\u4fc3\u9500 data \u4ee5\u53ca\u5f3a\u5927\u7684\u5185\u90e8\u5229\u76ca\u76f8\u5173\u8005\u652f\u6301\uff0cArtefact \u53ef\u4ee5\u4e3a\u8d35\u516c\u53f8\u63d0\u4f9b\u53ef\u884c\u7684 MMM \u6846\u67b6\uff0c\u5e76\u63d0\u9ad8\u5185\u90e8\u56e2\u961f\u7684\u6280\u80fd\uff0c\u6b63\u5982\u6211\u4eec\u5728\u76ca\u666e\u751f*\u6240\u505a\u7684\u90a3\u6837\u3002\u6211\u4eec\u7684\u65b9\u6cd5\u5c06\u5f00\u653e\u6027\u548c\u534f\u4f5c\u6027\u653e\u5728\u9996\u4f4d\uff0c\u786e\u4fddMMM\u6210\u4e3a\u4e00\u79cd\u5b9e\u7528\u5de5\u5177\uff0c\u800c\u4e0d\u662f\u9ed1\u7bb1\u6a21\u5f0f\u3002\u6210\u529f\u4e0d\u4ec5\u6709\u8d56\u4e8e\u4e13\u4e1a\u6280\u672f\uff0c\u8fd8\u6709\u8d56\u4e8e\u6709\u6548\u7684\u53d8\u9769\u7ba1\u7406\u548c\u56e2\u961f\u57f9\u8bad\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/article>

      *\u6b32\u4e86\u89e3\u66f4\u591a\u8be6\u60c5\uff0c\u8bf7\u53c2\u9605\u6211\u4eec\u4e0e IPSEN \u5171\u540c\u4e3e\u529e\u7684\u7f51\u7edc\u7814\u8ba8\u4f1a\uff1a\u201c\u5982\u4f55\u5229\u7528\u8425\u9500\u7ec4\u5408\u5efa\u6a21 (MMM) \u65b9\u6cd5\u6700\u5927\u9650\u5ea6\u5730\u63d0\u9ad8\u5236\u836f\u884c\u4e1a\u7684\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387\u201d\u3002\u201d<\/em><\/p>\n<\/div>